旅行社企业社会责任对游客购买意向影响研究

【作者】 刘娟；

【导师】 宁德煌；

【作者基本信息】 昆明理工大学 ， 旅游管理， 2013， 硕士

【副题名】以昆明康辉旅行社为例

【摘要】 尽管企业社会责任的概念在上个世纪末期就受到了国际社会的广泛关注,研究企业社会责任及与之相关内容的国内外学者越来越多,但是这些研究往往侧重于工业企业,对于旅行社等服务性企业的研究非常少。鉴于近来年旅游市场的蓬勃发展,旅行社企业也发展迅速,但是企业营销伦理和社会道德问题也层出不穷。旅行社在对待导游工资上的极度不公平、强迫游客定点消费、更换景区景点和路线等问题越演越烈,这直接表现为旅行社企业社会责任意识的缺失。文章选择旅行社企业社会责任这一视角进行研究具有重要意义。由于消费者作为最特殊的利益相关者,其购买行为直接关系到企业的财务绩效和未来发展,而消费者购买行为的发生很大程度上取决于消费者购买意向,这就促使越来越多学者研究企业社会责任与消费者购买意向的关系。这些研究大多发现企业履行社会责任这一行为会直接或间接的对消费者购买意向产生积极影响。本文希望通过研究旅行社企业社会责任对游客购买意向的影响,让旅行社企业意识到履行社会责任的重要性,从而在其经营中树立主动承担社会责任的意识,以更好的促进社会和谐并推动旅行社的健康稳定发展。本文在借鉴国内外已有研究的基础上,首先对国内外企业社会责任、企业声誉以及消费者购买意向相关研究进行了回顾,总结并梳理了现有的文献中关于企业社会责任对消费者购买意向的影响研究。随后,对本论文的研究假设和研究方法进行了介绍。在了解上述研究情况与方法的基础上,本文以昆明康辉国际旅行社为例,对其游客进行了问卷调查,深入探讨旅行社企业对游客的责任、对环境的责任和对旅游目的地的责任三方面内容对游客购买意向的影响,同时考察消费者感知的企业声誉以及游客人口统计特征在其中的中介作用。通过理论探讨和实证研究,本文研究结论如下：旅行社企业社会责任可以从对游客的责任、对环境保护的责任和对旅游目的地的责任三方面衡量,其中对游客的责任、对环境保护的责任以及对旅游目的地的责任都直接正向影响游客的购买意向；企业认知声誉和情感声誉在旅行社企业社会责任对游客购买意向影响中都起到正向的中介作用；游客人口统计特征中的收入水平和教育程度在旅行社企业社会责任对游客购买意向影响中起到了正向的调节作用。更多还原

【Abstract】 Although the concept of corporate social responsibility has received widespread attention of the international community in1990s,more and more scholars both at home and abroad is committed to corporate social responsibility research, but these research often focused on physical products, research committed to service companies such as travel agency is rare. Recently, tourism market has received vigorous development, especially travel agency enterprise, but along with lots of social problems. It’directly expressed the lack of corporate social responsibility consciousness of travel agency. It’s of great significance to choose travel agency corporate social responsibility as the subject of this artical.As consumers is the most special stakeholders, the purchase behavior is directly related to the financial performance and the future development of the enterprise, and consumer’s buying behavior largely depends on consumer purchase intention, this causes more and more scholars to study the relationship between corporate social responsibility and consumer purchase intention. Most of these studies found that corporate social responsibility will positively influence consumer purchase intention, directly or indirectly. This paper hope that through the research on influences of corporate social responsibility on Consumers’Purchase Intention,travel agency enterprises will realize the importance of performance of social responsibilities and improve the consciousness of undertaking social responsibility,so as to promote social harmony and create an healthy and stable environment to the travel agency.This paper is based on the existing research domestic and overseas. First,it reviewed all the related domestic and international studies about corporate social responsibility and consumer purchase intent,combing the existing literature on influences of corporate social responsibilities on consumers’Purchase intention.Then,the hypothesis of this research and research methods were introduced.This paper take Kunming Comfort International Travel Service for example,conducted a questionnaire survey to its visitors,so as to investigate the influence of travel agency’s social responsibilities on consumers’Purchase intention in-depth.At the same time,the intermediary role of corporate reputation and tourists demographic characteristics in it will be discussed.Through the oretical and empirical study, the research conclusion of this article is as follows:The corporate social responsibility of travel agency can be measured from three aspects,that is,the responsibility for visitors, the responsibility for environmental protection and the responsibility for tourism destinations,in witch the tourists responsibility,environmental responsibility and the responsibility to tourism destinations all make an direct and positive effect on purchase intention of tourists;Both enterprise cognition reputation and emotion reputation have played a positive intermediary role in influences of corporate social responsibilities on consumers’Purchase intention;income level and education degree in tourists demographic characteristics can contribute to a positive adjustment impact on consumers’purchase intention.更多还原