居民对旅游重大事件影响感知特征与态度的实证研究

【作者】 彭兰亚；

【导师】 郭英之；

【作者基本信息】 复旦大学 ， 旅游管理， 2008， 硕士

【摘要】 研究背景。随着世博会、奥运会、世界杯足球赛等旅游重大事件的蓬勃开展,越来越多的学者开始关注旅游重大事件对当地的经济、社会文化以及环境所带来的影响。这些影响的直接承担者就是当地居民,居民既是旅游重大事件的直接参与者,又是潜在的旅游者,因此居民对旅游重大事件影响的感知与态度,对旅游重大事件的成功举办起着至关重要的作用。只有当居民在旅游重大事件的举办中感知的收益大于他们感知的成本时,居民才倾向于积极地加入到旅游重大事件中去。研究理论意义和实践意义。本文对深入了解居民对旅游重大事件影响的感知和态度有着重要的理论意义,对协调居民与旅游者之间的关系、协调社区发展与旅游发展的关系、促进当地社会与经济的和谐发展有着重要的理论意义。同时,对帮助相关决策部门提出有效的公共政策和市场营销策略都有着较为重要的实践意义。创新点。本文创新性地提出了在中国国情背景下研究旅游重大事件影响与居民态度的量表与模型,并为未来的研究提供了较为翔实的方法论。数据来源与研究方法。本文的数据来源主要是2007年7月至2008年2月期间对上海市居民进行分层随机抽样调研的结果,通过向上海居民发放问卷的形式,共发放了524份问卷,其中有效问卷408份,主要调查地点为上海各区的居民小区、车站、集会等。通过运用SPSS软件对数据进行因子分析、聚类分析、相关分析与方差分析等,验证了本文提出的假设。全文共分五章:第一章是居民对旅游重大事件影响的感知特征与态度研究的导论,主要介绍了本文的研究背景、选题意义、研究的技术路线以及研究的创新点。在这一章中,本文还对旅游重大事件的研究内容、研究方法,世博会的定义、概况、历史与现状进行了深入的探讨。第二章是居民对旅游重大事件影响的感知特征与态度的研究综述,主要从以下四个方面进行了中外文献的研究:重大事件、旅游影响、旅游感知特征和居民对旅游业的态度,总结了中外文献研究的特点。第三章是居民对上海世博会的感知特征与态度的理论探讨。主要介绍了目前学术界在研究居民态度时常用的几种理论:社会交易理论和社会代表学说。其中社会交易理论更符合本文研究的情况,因此被采纳。并且,在深入总结前人研究的基础上,本文提出了需要求证的七条假设。第四章是居民对旅游重大事件影响的感知特征与态度的实证研究。本文主要采用问卷调查的形式对居民对旅游重大事件影响的感知特征与态度进行了研究,首先介绍了本文进行数据处理的有关方法,其次重点介绍了本文的研究发现,然后总结了本文的研究结果,最后验证了本文在第三章中提出的假设。在研究发现中,本文主要介绍了受访居民的人口特征、感知特征、态度特征。第五章是居民对上海世博会影响的感知特征与态度的营销策略及公共政策研究,主要从营销策略和公共政策两个层面进行了探讨,同时,也提出了本文目前的局限性以及以后努力的方向。研究结果。本文通过定量分析,得出了社会收益、社会成本因子与居民态度的相关性模型;发现居民对举办世博会的态度这一因变量随着居民的年龄、教育程度、职业、收入和居住地区方面的不同,有着显著的差异;根据居民的态度,把居民聚类成为理念型支持者、全面型支持者、现实型支持者。研究结论。居民对世博会社会收益的评价普遍较高,居民对世博会社会成本的评价趋于中等,居民对世博会的社会收益评价总体超过社会成本评价;居民对世博会社会收益感知的因子构成;居民对世博会社会成本感知的因子构成;居民对世博会的态度普遍积极;居民对世博会的态度与人口特征相关;居民对世博会的态度与其对社会收益的感知正相关;居民对世博会的态度与其对社会成本的感知负相关。本文局限性。本文在时间跨度、选题代表性等方面还应当继续深入。更多还原

【Abstract】 Research background. Mega-events, such as World Expo, Olympic Games and FIFA World Cup, are gaining rising popularity in the world, thus leading to more and more academic researches in this field. Scholars and researchers attach great importance to the economic, socio-cultural and evironemtal impacts of mega-events. These impacts directly affect local residents’ lives. Residents are both the direct participants and the potential tourist of a mega-event, so their perceptions of and attitudes toward mega-events are critical to the success of a mega-event. Only when their perceived benefit exceeds their perceived costs, will a resident support the mega-event and become an active participant in it.Theoretical and practical significance. This paper helps thoroughly understand residents’ perceptions of and attitudes toward mega-events, which is significant in building up harmonious relationship between tourists and residents, between community development and tourism development, and between community prosperity and economic prosperity. Meanwhile, this paper puts forward some practical suggestions on public policies and marketing strategies which could be guidances for the practice of holding mega-events.Creative points. This paper creatively builds up the scales and models for research residents’ perceptions of and attitudes toward mega-events, and proveds methodologies for researches in mega-events.Data source and methodology. In-field investigations conducted between July, 2007 and Febrary, 2008, through distributing questionnaires among Shanghai residents, are the major source of the data analyzed in this paper. With SPSS 14.0 version, this paper analyzed the data through factor analysis, cluster analysis, correlation analysis and ANOVA, and finally verified the assuptions put forward early in this paper.Five chapters composes of this paper.Chapter one deals with the introduction of researches on residents’ perceptions on and attitudes toward mega-events. It includes the research background, significance of this topic, research procedures and the creativeness of this paper. Furthermore, the research content, methodologies, and the definition, characteristics, history and current situation of World Expo are also discussed within this chapter. Chapter two makes a literature review on the residents’ perceptions on and attitudes toward mega-events from the following perspectives: mega-event related researches, tourist impacts, residents’ perceptions, and residents’ attitudes.Chapter three studies the theoretical aspects of residents’ perceptions on and attitudes toward Shanghai World Expo. Two major theories used in present academic researches are introduced: social exchange theory and social representative theory, the former of which fits better with the situation discussed in this paper and thus adopted as a main theoretical guidance here. Seven hypotheses are also put forward to formulate a theoretical framework for this research.Chapter four presents the empirical study of Shanghai residents’ perceptions on and attitudes toward the 2010’ World Expo. Questionnaires were distributed among residents in Shanghai in a convenience-sampling way, and data are analyzed according to the hypothesis presented in chapter three. This part first introduces methodologies used in this paper to process the data, then it comes up with the research results and findings of this research, and at last it verifies the hypothesis according what have been found. In research results,Chapter five suggests the marketing strategies and public policies according the research findings, analyzes the limitations of this research and gives a further look into the future research fields.Conclusions. Residents’ evaluation over World Expo’s social benefits are generally high, their evaluation over World Expo’s social costs are neutral, which is lower than the former one; The frastructures of the factors of residents’ perception over social benefits and social costs are also built up; Residents’ overall attitudes toward the 2010 Shanghai World Expo are positive; Demograghic characteristics of residents relates to their attitude toward the 2010 Shanghai World Expo; Residents’ attitude relates positively with their perceptions over social benefit, and negatively with their perceptions over social costs.Limitations. This paper should improve its time length of investigation and the representativeness of the case.更多还原