消费者对产品评价影响因素之研究——品牌形象与知觉风险所扮演的中介角色

消费者对产品之概念,经常因个人之人格特质、习惯、偏好及受环境的影响,产生极大的差异化,且随着产品不断创新,使消费者对产品属性逐渐产生信息不对称之情形,故在选购产品时无法有明确的标的做为参考之依据,因而往往受到外部线索或外在刺激之影响进行购买行为。以往研究外部线索的相关议题中,皆只谈到单一外部线索或两种外部线索对产品评价进行讨论,因此本研究将过去学者所提到之外部线索加以整合形成概念性架构,加以探讨外部线索对消费者购买行为之影响。本研究共发放350份问卷,有效回收问卷253份,利用结构方程模式(SEM)以验证性因素分析检验各构面之效度,检定结果各构面均具有足够的收敛效度与区别效度,并进一步验证整体模式配适度,验证结果显示整体模式配适标准达检定水平,表示本研究的理论模型可获得支持,且代言人可信度、享乐主义、促销活动、品牌形象等外部线索对产品评价皆有正向显著的影响,分析结果亦显示品牌形象对享乐主义与产品评价之间具有中介效果,及知觉风险对品牌形象与产品评价之间亦具有中介效果,更凸显了品牌形象与知觉风险所扮演的重要角色。另外,从本研究发现,消费者在搜寻外部线索时,品牌形象在消费者心中占了相当重要的地位,过去惯用的营销手法...     

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。     

城市游憩空间意象营造实证研究——以南昌市为例

城市游憩空间意象营造对城市游憩空间规划设计有重要意义。提出了＂游憩意象综合体＂理念,以南昌市为例,从＂游憩意象综合体＂运行的4个主体要素,即游憩意象元、游憩意象点、游憩意象廊和游憩意象域出发,对城市游憩空间意象营造进行了实证研究,为我国城市游憩空间规划设计提供新的思路和理论指导。     

基于品牌管理的山东旅游形象绩效评估研究

文章建立山东旅游形象绩效评估体系,从对目的地实施品牌管理的角度对山东旅游形象进行全方位、全过程、持续和科学的管理,并对山东省2008年旅游形象绩效进行全面的评估。     

高海拔地区TM遥感数据信息的提取与DEM获取研究

本研究以Landsat TM遥感数据为研究对象,以杂谷脑河流域为例,从遥感数据的几何校正、最佳波段选择、图像融合、图像裁剪、土地分类和图像的解译角度进行了处理.之后,将校正后的数据进行了矢量化并得到DEM,在DEM的基础上进行了高程、坡度、坡向方面的分析,得到了有利于LUCC分析的可靠数据.     

Does the nature of airport terminal service activities matter? Processing and non-processing service quality,passenger affective image and satisfaction

The surge in air transport demand and the increasingly competitive and volatile market dynamics due to airline deregulation are rapidly transforming airports’ character into multi-service firms and destinations. As a result, service performance measurement of significant systems and their consequent impact on airport users are crucial in creating better airport service design, operation and management for sustainable competitive advantage. The present study 1) assesses the applicability of the Airport Indicators of Passenger Experience (AIPEX) model on Shanghai Pudong International Airport (PVG), and 2) tests a theoretical model that explores the direct and indirect relationships among airport service quality, passenger affective image and satisfaction, as well as the moderating mechanism of passenger type (travel purpose) in these associations. The results indicate that, the AIPEX model fits the PVG context for airport service performance assessment. Also, the theoretical model suggests robust direct associations among processing/non-processing domains and passenger satisfaction, as well as the processing domain and passenger affective image, except non-processing domain and passenger affective image relation. Moreover, significant mediating and moderating effects of passenger affective image and travel purpose on the significant positive direct associations are found. Further, implications for theory and practice are discussed.     

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.     

基于图形小波变换的遥感图像表示与去噪

离散小波变换（Discrete Wavelet Transform,DWT）通常用于图像的表示。然而,对于具有不规则形状边缘的图像,尤其是对于纹理和细节信息较多的遥感图像,DWT却很难有效表示,进而影响后续去噪效果。针对该问题,提出了一种基于图形小波变换（Graphic Wavelet Transform,GWT）的图像去噪方法。首先,将图像表示为图形信号,并通过该图形信号的谱表示构造相应的变换矩阵;然后,设计了一种改进自适应阈值的图像去噪方法,在GWT变换域内对图像去噪。实验结果表明,与常用的图像去噪方法相比,所提算法能够提供更好的图像主观质量。采用均方根误差（Root Mean Square Error,RMSE）和峰值信噪比（Peak Signal-to-Noise Ratio,PSNR）作为客观指标,结果表明,采用所提方法得到的重建图像客观质量更优。     

安徽三河古镇旅游形象与地域脉络研究

旅游形象是旅游区对外宣传促销的重要前提,而旅游形象的塑造必须依托地域脉络,精心挖掘、细致揣摩,实现旅游形象与地域脉络的"和谐".通过研究三河旅游形象规划及建设与地域脉络之间存在颇多的主观"嫁接",以"和谐"理念为指针,从四个方面讨论三河旅游形象的定位和塑造需要反映地域脉络特质、体现地域脉络内涵,才能形成对游客具有较强持久吸引力的形象特征.     

旅游目的地地格的理论源流、本质与测度指标

全球化背景下,在旅游目的地开发与营销过程中忽视了地方的本质特征,旅游目的地竞争走向“无地方性”与“无个性”的地方趋同陷阱。地格理论融合地理学的地方性理论、营销学的品牌个性理论、旅游学的推拉理论以及管理学的资源基础论,提出旅游目的地开发与营销成功的关键是以地格为依托,即关注目的地长期积累形成的生活方式的本质特征,避免地方趋同。本文指出具有代表力、吸引力与竞争力的旅游地格是旅游目的地的品牌基因,还从旅游目的地政府、游客和居民视角出发,运用定性与定量相结合的方法,创建了由自然环境、人文环境与群体性格组成的地格因子体系。