摘要
Li等曾经提出一个有趣的旅游悖论":人们离开熟悉的惯常环境,却又回到一个熟悉的目的地旅游",或称之为旅游者"求新-重游"悖论。破解旅游者"求新-重游"悖论是旅游者行为研究的重要议题之一,然而这一悖论尚未得到深入讨论。鉴于此,文章基于消费者选择过载理论首先提出"到此一游"假说作为理论解释,然后通过多个旅游网络平台采用随机抽样和等距抽样方法,收集了986359条旅游者初游和重游行为数据进行实证。结果显示",求新-重游"旅游者的相对比例约为97∶3,旅游者"到此一游"假说得到验证,同时还检验了旅游者重游可持续性和重游周期律。文章的理论贡献在于深化了对旅游者重游行为规律的认识,同时丰富了产品异质性对消费者重购行为系统性影响的相关研究。研究结论对旅游目的地营销和规划实践具有一定的参考价值,也为完善我国现行旅游统计标准提供了新的概念参考。
Li et al.put forward an interesting paradox“in which people leave their familiar home environment only to return to a familiar destination,”also known as the paradox of tourists’novelty seeking and revisiting(NS-Re).Previous studies show that tourists express the contradictory attitudes of seeking novelty and revisiting intention simultaneously.In consumer behavior fields,although the repurchase phenomenon has been conducted in a wide range of goods and services,how its heterogeneity systematically influences consumers’repurchase behavior has been given little attention.Numerous studies conclude that the novelty seeking of tourists is related to the DRD4 gene for their inner motivations to travel.In contrast,a variety of statistical results show that the revisiting rate of many destinations is much higher at 50%.Generally,a tourist may visit a never-experienced destination or revisit one that has already been experienced.However,for the population of tourists,further investigation is needed to determine whether novelty seeking or revisiting is the main priority in tourism destinations.Therefore,this study focuses on the paradox of tourists’NS-Re behavior to tourists’destination decision-making tendency through a sampling survey approach.Consequently,this article proposes the hypothesis of“I visited here once”(到此一游)drawn from a type of prevalent rude graffiti,which implies the fact that tourists are intensely inclined to travel to a new tourism destination.The hypothesis of“I visited here once”is based upon the consumer choice overload theory,which theoretically interprets the paradox of tourists’NS-Re behavior.Moreover,we collected 986359 first-time and repeated pleasure tourist behavior data through various tourism network platforms to verify the hypothesis of“I visited here once.”The empirical findings demonstrated that the ratio between the number of novelty-seeking tourists to revisiting pleasure tourists is about 97:3.Accordingly,the“I visited here one-off”effect is proved.McKercher and Tse have argued whether“intention to return is a valid proxy for actual repeat visitation.”While numerous studies have focused on the intention to revisit with the premise that it can predict the actual repeat behavior,the empirical evidence reflects its economic significance in practice.“I visited here once”written by rude tourists on a wall or other places is not only just a kind of graffiti,but also a metaphor of the tourism resource“curse.”Therefore,many destinations have to rely on continuously providing new pleasure and experiences for tourists to ensure sustained development.The theoretical contributions of this paper deepen the understanding of tourist NS-Re behaviors and enrich the literature on the systematic impact of product heterogeneity on consumers’repurchase behavior.Additionally,the conclusion of this paper has important guiding suggestions for tourism destination marketing and planning.
作者
廖平
谢礼珊
LIAO Ping;XIE Lishan(School of Business,Sun Yat-sen University,Guangzhou 510275,China)
出处
《旅游学刊》
CSSCI
北大核心
2022年第1期56-67,共12页
Tourism Tribune
基金
国家自然科学基金项目“虚拟社区价值共创行为的特征、形成机制及其作用”(71772186)资助。
关键词
复购
重游
求新
旅游者忠诚
消费者选择
repurchase
revisit
novelty seeking
tourist loyalty
consumer choice
