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城市体育节事活动的顾客感知价值对于这类节事活动获得称成功具有重要意义。本文以郑汴马拉松赛为例,在问卷调查和实地观察的基础上,以态度感知价值理论为依托,将城市体育节事旅游者的态度感知维度进行分类研究。结果表明影响节事旅游者态度感知的关键维度是便利价值、感知得失价值和美感价值。本研究结果能对国内一些节事活动举办方的游客心理分析和市场营销提供参考指导。
The customer perceived value of urban sports festival activities is of great significance to the success of such festival activities. Based on the questionnaire survey and field observation, this paper, based on the questionnaire survey and on-the-spot observation, relied on the attitude-sensing value theory to classify the attitude-perception dimensions of tourists in urban sports festivals. The results show that the key dimensions that affect the perception of festival tourists are convenience value, perceived value of loss and gain and aesthetic value. The results of this study can provide reference guidance to tourist psychology analysis and marketing of some festival organizers in China.