基于“行为经济学理论”的旅游者行为分析

传统的旅游者行为分析方法,主要是进行定性的分析,将各个因素进行框架分析,而对旅游者行为的影响因素分析深度不够。借助行为经济学的理论和分析方法,从旅游者的心理活动角度入手,注重旅游者的心理变量分析,应用前景理论和心理账户分析旅游者行为,充分考虑了情境因素和体验因素,使得关于旅游者的行为分析更加细化和接近现实生活。     

The Brand Choice Model of Wine Consumers: A Multinomial Logit Model

The objective of this study is to determine factors influencing brand preferences of wine consumers in the Marmara region where viniculture and wine production is so important in Turkey. First, the consumers’ preferences survey has been conducted with 1022 persons in the region randomly selected and evaluated. Then, the informative factors influencing brand preferences collected in these surveys have been determined by the multinomial logit model. A lot of independent variables have been used in the multinomial logit model, but, because some independent variables were not found as significant according to Likelihood Ratio test, these variables are not included in the multinomial logit analysis. Six important factors influencing wine brand preferences have been determined. These factors are brand change causes of consumers, occupation of consumers, marital status of consumers, birthplace of consumers, income of consumers and gender of consumers. In addition, whether the wine brand preferences are independent, has been tested with Testing Independence of Irrelevant Alternatives of Hausman. According to this test, it has been found that the wine brand preferences are independent.     

Deracializing Exploitation? ‘Black Economic Empowerment’ in the South African Wine Industry

This paper considers the discourse and practice of 'Black Economic Empowerment' (BEE) in the South African wine industry. It argues that far from representing a decisive break with an inequitable past, BEE allows the South African wine industry to avoid potentially more uncomfortable options to redress current and past race-based imbalances – such as land redistribution, import boycotts and better working conditions for grape pickers. An essentialist racial discourse, pivoting on ahistorical and dislocated notions of 'blackness', has been used to displace the transformation agenda away from addressing the conditions faced by workers, and to an ameliorism that allows a small cohort of black entrepreneurs to become the preferred beneficiaries of 'transformation' in the wine industry. The new terrain is characterized by branding, advertising and image building on the one side: and by codes of conduct, a sectoral BEE charter, scorecards and auditing on the other. These allow the standardization, legitimation and ostensible deracialization of exploitative labour and social relations in the South African wine industry.     

Which Way is “Up” in Upgrading? Trajectories of Change in the Value Chain for South African Wine

Global Value Chain (GVC) analysis uses the concept of upgrading to highlight paths for developing country firms to “move up the value chain,” usually through the lenses of four categories—product, process, functional, and inter-sectoral upgrading. The implicit normative expectation is that these firms move toward producing higher value-added products and/or take on more sophisticated functions along a value chain. In this article, upgrading is approached more broadly as “reaching a better deal,” including a balance between rewards and risk. The case study of South African wine shows that better product quality, improved processes, and some functional upgrading have co-existed with processes of “downgrading,” higher risks, and limited rewards, especially in traditional export markets. A reflection on further conceptual development and directions for empirical research is also provided.     

传统地方品牌产品的网络营销推广策略——以鹤兴陈皮酒为例

在当今保健品和酒文化盛行的时代,鹤兴陈皮酒虽是有着深厚"孝"文化底蕴的特色保健酒,销售却仅限于东台当地。本文通过分析鹤兴陈皮酒的优势以及企业当前的营销状况,找出其不足之处,进而提出应用网络营销的方式,结合线上与线下的营销整合,对鹤兴陈皮酒进行网络营销推广。     

杭州市日本客源市场特征分析及开发策略研究

日本是杭州旅游最大客源国之一,为进一步开拓日本来杭客源市场,本文通过对杭州旅游市场日本客源发展与现状的分析,提出建设＂东方休闲之都,品质生活之城＂,提升杭州旅游产业品牌,打造＂以西湖为中心的杭城水景旅游体系,提高杭城旅游产品品质＂,推介＂杭州历史文化名城＂等金字招牌,提高杭城国际知名度等市场发展对策。     

Effects of perceived constraints and negotiation on learned helplessness: A study of Chinese senior outbound tourists

Learned helplessness is an important psychological construct that may influence senior tourists' subjective wellbeing while travelling. Employing a mixed-method approach and a multi-sample design, this study examines how Chinese senior outbound tourists’ perceived travel constraints and negotiation efforts affect learned helplessness in outbound travel. We identified four perceived constraints (perceived incapability, lack of suitable travel agencies and services, lack of information and personal support, and complex travel decision-making) and three negotiation strategies (seeking family support, physical/health preparation, and learning). Multiple regression analyses showed that among the four perceived constraints, only perceived incapability increased learned helplessness significantly; conversely, negotiation in general reduced learned helplessness. However, not as expected, negotiation was not founded to be a moderator between perceived constraints and learned helplessness. Theoretical and practical implications are also discussed.     

都市历史街区真实性的游憩者感知研究——以南京夫子庙为例

真实性研究在国内旅游研究中受到越来越多的关注.真实性既包括旅游地的原真性,也包括游憩者对旅游地真实性的感知.文章以夫子庙这个城市RBD兼历史街区为例,从游憩者①的角度研究了这种定位于满足游憩者体验历史文化和商业消费综合性需求的景区的"真实性".通过对游憩者真实性感知的夫子庙核心景点事物进行因子分析,归纳出"仿古观光活动"和"购物体闲活动"这两个构建夫子庙真实性感知的因子,并分别比较了它们对于本地市民、暂住居民和外地游憩者以及文化体验型、娱乐休闲型和综合型动机游憩者感知夫子庙真实性的重要程度,结果存在明显差异.研究调查表明:夫子庙景区的游憩者主要动机包括文化体验和娱乐休闲,他们对于夫子庙的客观真实性整体把握较准确,但这些游憩者即使知道夫子庙没有真实保留多少古建筑,也仍然认为夫子庙是一个成功体现了明清风格的古建筑游览区.     

旅游地意象、地方依恋与旅游者环境责任行为——以浙江省旅游度假区为例

文章综合旅游地意象、地方依恋及环境责任行为理论,将旅游地意象分为5个要素,将地方依恋分为2个要素,并构建了旅游地意象、地方依恋与旅游者环境责任行为之间的关系模型。研究发现:(1)景观意象、设施意象、服务意象及安全意象均直接影响情感意象。设施意象与服务意象不仅直接影响地方依赖,且通过情感意象来实现。安全意象和景观意象间接影响地方依赖。安全意象、服务意象及景观意象不仅直接影响地方认同,且通过地方依赖来实现。设施意象间接影响地方认同。服务意象不仅直接影响旅游者环境责任行为,且通过地方依恋来实现。景观意象、设施意象及安全意象间接影响旅游者环境责任行为。(2)情感意象直接影响地方依赖,间接影响地方认同与旅游者环境责任行为。(3)地方依赖直接影响地方认同和旅游者环境责任行为,且通过地方认同间接影响旅游者环境责任行为。     

In Vino ‘No’ Veritas: impacts of fraud on wine imports in China

China is one of the largest wine importing countries in the world and is poised for continued import growth in the future. Increased wine purchases throughout China have given rise to persistent fraud where fake wines are packaged and sold with counterfeit contents and labels. For exporting countries like France, counterfeit wines displace market share, damage foreign brand reputation, and cause distrust in consumers who are aware of counterfeiting problems throughout the country. We examine the impact of fraudulent wine events (as measured by negative media reports) on Chinese wine demand differentiated by supplying country. We employ the Rotterdam demand system and a switching regression procedure to estimate import demand and compare results across different media variable specifications. Results consistently show that negative reports disproportionately affect French wine regardless of how the media variable is specified. This is not surprising because most fraudulent events involve French wine counterfeits.