| 动机、成本、风险：家长视角下研学旅游产品价值感知研究 |
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| 引用本文： | 文彤,李思敏,苏海洋,肖凯杰.动机、成本、风险：家长视角下研学旅游产品价值感知研究[J].热带地理,2022,42(10):1677-1689. |
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| 作者姓名： | 文彤 李思敏 苏海洋 肖凯杰 |
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| 作者单位： | 1.暨南大学，管理学院，广州 510632;2.暨南大学，战略管理研究中心，广州 510632 |
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| 摘 要： | 以中小学生自然教育研学旅游作为具体情境，基于539份家长问卷数据阐释研学旅游动机与价值感知之间的关系，并通过成本感知和风险感知探讨其内在机制和边界条件。结果表明，家长感知的研学旅游动机越强烈，越容易感知到研学旅游产品所传递的价值，验证了研学旅游情境下动机对价值感知的积极影响，也形成了对动机与价值之间关系研究的理论补充。并且，这一动机除了直接作用于价值感知外，还会通过成本感知的部分中介作用影响价值感知，揭示了中国家长对于教育价值的重视会削弱其对“利失”的感知。此外，进一步验证了风险感知的积极影响，即家长感知研学旅游的不确定性水平越高，动机对价值感知的积极影响越明显，且会抑制成本感知对价值感知的负向作用，但风险感知水平达到一定高度时，其对成本感知与价值感知间的抑制作用将不显著。因此，面向需求设计打造产品，突出产品价值、加大宣传营销力度、把控活动安全、合理制定价格，获取家长群体的认同接受，将是研学旅游进一步拓展市场的重要考量。
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| 关 键 词： | 价值感知 研学旅游动机 研学旅游产品 成本感知 风险感知 中小学生 |
| 收稿时间： | 2022-02-28 |
Motivation,Cost, Risk: Research on the Value Perception of Study Tourism Products from the Perspective of Parents |
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| Tong Wen,Simin Li,Haiyang Su,Kaijie Xiao.Motivation,Cost, Risk: Research on the Value Perception of Study Tourism Products from the Perspective of Parents[J].Tropical Geography,2022,42(10):1677-1689. |
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| Authors: | Tong Wen Simin Li Haiyang Su Kaijie Xiao |
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| Institution: | 1.School of Management, Jinan University, Guangzhou 510632, China;2.Center for Strategic Management, Jinan University, Guangzhou 510632, China |
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| Abstract: | Under the guidance of national education policy, the demand for study tourism has increased significantly, and it is worth paying attention to how parents, as the actual purchasing decision-makers of study tourism products, reflect their needs and attitudes. Taking nature education study tourism as the specific research context, questionnaires were distributed to parents of primary and secondary school students to investigate the causal relationship between study tourism motivation and value perception from the perspective of parents' perception and incorporated cost perception and risk perception into the research to analyze the internal mechanism and boundary conditions between study tourism motivation and value perception. A statistical analysis of data from 539 parents revealed that parents' perception of study tourism motivation significantly and positively affects value perception. Cost perception has a mediator role between study tourism motivation and value perception, and parents' perception of study tourism motivation has a positive impact on value perception through the path of weakening cost perception. Moreover, risk perception negatively affects value perception, but a positive effect was observed when exploring risk perception's interaction with study tourism motivation and cost perception, respectively. Risk perception significantly enhances the positive effect of study tourism motivation on value perception, while suppressing the negative effect of cost perception on risk perception. Specifically, compared to low-risk perceptions, parents with high-risk perceptions perceive a more significant positive effect of study tourism motivation on value perception and a lower negative effect of cost perception on value perception; that is, risk perception plays a moderating role in the relationship between tourism motivation and value perception and in the path of the relationship between cost perception and value perception. However, when risk perception reaches a high level, its moderating effect on the relationship between cost perception and value perception is not significant; that is, parents pay more attention to risk and safety issues than to cost issues. The main theoretical contribution of this study is that it forms a theoretical complement to the investigation of the relationship between motivation and value, thus revealing the importance of the value of education for the average non-only-child family in China and cost as an important consideration for such families in their educational investment. It verifies the positive role of risk perception in the context of study tourism, which promotes further understanding of risk in the academic community and enriches the theoretical research on study tourism. In addition, this study provides a valuable empirical basis and practical enlightenment for the development of study tourism. It is necessary to design study tourism products based on demand, highlight product value, increase publicity and marketing efforts, control the safety of activities, set reasonable prices, and gain the attention of parent groups, all of which will be important considerations in further expanding the study tourism market. |
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| Keywords: | value perception study tourism motivation study tourism products cost perception risk perception primary and secondary school students |
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