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对于旅游目的地选择行为的研究,目前学者多运用需求理论来解释旅游者目的地的选择行为,通常的研究方式是建立旅游者目的地选择的无差异曲线图。在不确定性条件下,前景理论能够较好地描述的决策行为。本文在前景理论框架下,研究了旅游目的地选择模型中参考点的设置,即将过去的游览体验作为选择的参考点。结果显示:前景理论符合对实际的目的地选择行为的描述,同时给旅游者目的地选择提供了一个清晰的决策过程,而且更加合理。
At present, scholars mostly make use of the demand theory to explain the choice behavior of tourist destinations. The usual research approach is to establish an indifference curve of tourist destination choice. Under the condition of uncertainty, the prospect theory can describe the decision-making behavior well. In the framework of the theory of prospect, this paper studies the setting of reference points in the model of tourist destination selection, that is, making the past tour experience as the reference point of choice. The results show that the foreground theory conforms to the description of the actual destination selection behavior, and at the same time provides a clear decision-making process for tourist destination selection and is more reasonable.