家庭旅游中餐饮消费决策及影响因素研究

Research on Catering Consumption Decision and Influencing Factors in Family Tourism

摘要: 本文基于SOR理论，构建了家庭旅游中餐饮消费的刺激因素、家庭旅游中餐饮消费的机体因素、家庭旅游中餐饮消费的反映因素的理论模型，探讨了家庭旅游中餐饮消费决策及影响因素。通过问卷调查进行了实证调研，运用结构方程模型加以论证，得出结论：1) 影响家庭旅游中餐饮消费的刺激因素主要有商品因素、环境因素、价格因素、群体因素；2) 商品因素、环境因素、价格因素、群体因素对家庭旅游中餐饮消费者的价值感知具有显著正向影响；3) 价值感知在刺激因素与消费意愿之间存在中介效应。基于上述结果，本文对餐厅促进游客餐饮消费提出了相应的对策与建议。

Abstract: Based on SOR theory, this paper constructs a theoretical model of the stimulating factors of catering consumption in family tourism, the body factors of catering consumption in family tourism, and the reflection factors of catering consumption in family tourism, and discusses the decision and influ-encing factors of catering consumption in family tourism. Through empirical investigation through questionnaire survey and structural equation model, it is concluded that: 1) The stimulus factors affecting catering consumption in family tourism mainly include commodity factors, environmental factors, price factors, and group factors; 2) Commodity factors, environmental factors, price factors, and group factors have a significant positive influence on the value perception of catering consumers in family tourism; 3) The value perception has an intermediary effect between stimulus factors and consumption willingness. Based on the above results, this paper puts forward the corresponding countermeasures and suggestions for restaurants to promote the catering consumption of tourists.