免税购物游客感知价值的量表开发与实证检验

游客感知价值源自营销学领域的顾客价值理论,是游客基于感知利得与利失的权衡对旅游产品或旅游服务的总体评价,已成为旅游企业稳固竞争优势的新动源。现阶段,国内外免税购物市场竞争局势日渐激烈,免税购物游客感知价值研究能为免税店管理方提供科学的运营管理依据。文章以有消费经历的免税购物游客为研究对象,研究区域为三亚国际免税城,运用SPSS 22.0和AMOS 17.0软件对正式调研所获得的324份有效样本数据进行实证分析。在梳理游客感知价值测量相关文献的基础上,严格遵循量表开发的规范步骤(确定构念范围、发展初始测项、纯化初始测项、预调研、正式调研、探索性因子分析、验证性因子分析、信效度检验),开发了包含6个维度24个测项的免税购物游客感知价值量表,6个维度分别为感知环境价值、感知成本价值、感知管理价值、感知功能价值、感知服务价值、感知声誉价值,并通过构建结构方程模型检验了量表的稳定性。最后,总结了研究的理论贡献与管理启示。

Scale Development and Empirical Validation of Duty-free Shopping Tourist Perceived Value

In recent years,high-consumption outbound tourism by Chinese,in which shopping is the dominant activity,has attracted wide attention from industry and academia.In this regard,tourism researchers have investigated the related phenomena,impact,causes,and solutions.Some scholars have proposed that innovative development of a policy for duty-free shopping tourism would be beneficial in assisting the recovery of domestic demand in China and should ease the problems for tourism development.Within China,Hainan is a leader in developing duty-free shopping.Thus,it is highly appropriate to focus on duty-free shopping in Hainan.Tourist perceived value derives from the theory of customer value in marketing:it signifies tourists’overall evaluation of tourist products or services based on the tradeoff between gains and losses.Tourist perceived value has become a new means for tourism enterprises to gain a stable competitive advantage.Currently,the duty-free shopping market,both in China and abroad,is facing increasingly fierce competition.Research into tourist perceived value for duty-free shopping would provide a methodical basis for business management for duty-free shop managers.Following a review of the literature related to perceived value measurement,this paper systematically determines the standard steps for scale development:specification of the construct domains;generation of scale items;purification of scale items;conducting a pilot survey,formal survey,exploratory factor analysis,and confirmatory factor analysis;and assessing the reliability and validity.This study strictly adhered to those steps.This research examined duty-free tourists who were shopping at Sanya International Duty-free City in Hainan.The formal survey was undertaken by three postgraduate students from November 23 to 28,2018.In convenience sampling,questionnaires were distributed to tourists who passed through the main exits of Sanya International Duty-free City.In all,400 questionnaires were distributed and 360 collected;among those,324 valid questionnaires were received(valid collection rate,81%).Data analysis was conducted using SPSS 22.0 and AMOS 17.0.This study established a duty-free shopping tourist perceived value scale,which comprised six dimensions and 24 tested items.The six dimensions were as follows:perceived environmental value;perceived cost value;perceived management value;perceived functional value;perceived service value;and perceived prestige value.Among those dimensions,perceived prestige value was the perceived value that is unique to tourists in the context of duty-free shopping.The scale was found to have good validity and stability.The main contributions of this study are as follows:(1)It established standard steps for scale development and designed a duty-free shopping tourist perceived value scale;it outlined the procedures and methods that should be adopted or rejected according to the study context.(2)It expands the study context of perceived value in tourism;it provides quantitative tools for further research into the behavior and mentality of duty-free shopping tourists;and it presents a theoretical basis for the practice of duty-free shopping operations and management.