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本文从游客购买意愿分析旅游企业的社会责任行为,构建了旅游企业社会责任、游客感知、游客认同和游客购买意愿的概念模型,运用SEM模型进行假设检验。研究表明,旅游企业社会责任可直接正向影响游客购买意愿,也可由游客感知和游客认同的中介作用间接影响游客购买意愿,即游客感知和游客认同对旅游企业社会责任和游客购买意愿的关系起到部分中介作用。因此,旅游企业可借助于社会责任活动来影响游客的购买意愿,从而形成游客偏好。
This paper analyzes the social responsibility behavior of tourism enterprises from the willingness of tourists to purchase, and constructs the conceptual model of social responsibility, tourist perception, tourist identity and tourists’ willingness to buy, and makes a hypothesis test using SEM model. The research shows that the social responsibility of tourism enterprises can directly influence the willingness of tourists to purchase, and indirectly influences the willingness of tourists to buy by the intermediary role of tourists ’perception and tourists’ identification. That is, the relationship between tourists ’perception and tourists’ To part of the intermediary role. Therefore, tourism enterprises can make use of social responsibility activities to influence the purchase intention of tourists, thus forming tourist preferences.