在登山旅游中,共享生态价值对买方-供应商关系的影响
Guoyi Chen1,2, Qi Yao3, Zhongqing Yu4
1School of Economics and Management, Chongqing Jiaotong University, Chongqing, China. 63378355@qq.com.
Scientific reports
|October 8, 2024
概括
共享的生态价值观积极影响游客的信任和承诺,影响登山旅游的行为意图. 这项研究强调了价值观对齐对于成功的关系营销和保护努力的重要性.
科学领域:
- 旅游市场营销 旅游市场营销
- 环境心理学 环境心理学
- 关系管理关系管理
背景情况:
- 共同的价值观对于吸引,保留和竞争优势至关重要.
- 承诺-信任模型为理解旅游关系提供了一个框架.
- 生态价值观特别影响旅游部门的动态.
研究的目的:
- 调查共享的生态价值在促进旅游信任和关系承诺中的作用.
- 检查信任和承诺对旅游者的行为意图的影响.
- 在登山旅游的背景下,应用承诺-信任模型.
主要方法:
- 一种混合方法的方法,结合了定量调查 (n=436) 和与登山游客的定性访谈 (n=60).
- 从480名与两个旅行社相关联的参与者收集的数据.
- 基于既有关系营销模型的假设测试.
主要成果:
- 共享的生态价值观负面预测了信誉.
- 可信度和善意积极预测了关系的承诺.
- 信誉和关系承诺部分预测了游客的行为意图.
结论:
- 共享的生态价值观是建立旅游信任和对登山的承诺的关键驱动力.
- 旅行社必须专注于信誉和善意,以加强关系承诺.
- 结果为目的地管理和野生动物保护战略提供了洞察力.
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