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论文编号：	4933
作者编号：	1120090712
上传时间：	2012/12/26 13:45:16
中文题目：	游客感知视角下旅游企业机会主义行为成因与影响研究——制度环境的调节作用
英文题目：	Study on the Causes and Effects of Tourist Perception of Tourism Enterprise Opportunism Behavior——Moderating Effect of Institutional Environment
指导老师：	徐虹
中文关键字：	机会主义行为，制度环境，关系质量，相互依赖，不确定性
英文关键字：	opportunism behavior, institutional environment, relationship quality, interdependence, uncertainty
中文摘要：	进入21世纪以来，中国旅游业获得了持续、快速发展，取得了举世瞩目的成就，截止2011年，中国已经成为全球第三大入境旅游接待国和第四大出境旅游消费国，是全球旅游发展增长最快的国家之一。但是，旅游业的快速发展并不能掩盖中国旅游市场中存在的问题，旅游企业的机会主义行为问题就是其中之一，其表现形式包括零团费、负团费、强迫与变相强迫购物等，这些问题长期存在，并且在某些时期表现的较为突出，导致游客与旅游企业之间关系紧张，影响旅游市场的健康发育。随着世界旅游大国地位的确立，中国提出了“把旅游业培育成国民经济的战略性支柱产业和人民群众更加满意的现代服务业”、建设世界旅游强国的战略目标，这一战略目标的实现必然要有规范的旅游市场秩序作为保障，需要有效解决困扰中国旅游市场健康运行的企业机会主义行为问题，在这一过程中，制度环境发挥着至关重要的作用。长期以来，中国对旅游市场中的企业机会主义行为问题进行了多次整治，推出了众多政策、措施，却始终收效甚微，个中缘由值得深思。因此，研究中国旅游企业的机会主义行为问题如何产生、游客对旅游企业机会主义行为的感知如何影响B2C关系质量、制度环境对旅游企业机会主义行为问题的治理及B2C关系的维护有何影响及如何影响等问题是当前规范旅游市场秩序、促进旅游业健康发展的当务之急。自从Williamson (1975)在交易成本经济学理论中提出机会主义行为这一概念以来，不同领域的研究人员对其进行了大量的研究，探讨了机会主义行为的内涵、影响因素及结果变量，这为深入认识中国旅游企业的机会主义行为问题提供了必要的理论支持。本文从游客感知视角出发，充分考虑中国旅游市场的现实情况，并结合当前依赖、环境不确定性、企业绩效模糊性、关系质量等方面的研究成果，构建了游客对旅游企业机会主义行为感知的形成与作用路径模型，并且引入了制度环境作为调节变量，以便认识制度环境在降低游客对旅游企业机会主义行为的感知，削弱游客机会主义行为感知对B2C关系质量影响方面的作用，发现制度环境建设中存在的不足。根据研究主题的需要，本文采取了量化研究为主的研究方法，以天津、北京、山东、浙江、云南、海南、广州7地556名参加过旅行社组织的旅游活动的游客作为样本，通过PLS路径建模方法验证了本研究的理论模型。本文从内容结构上讲，分为六章。第一章从研究的现实背景和理论背景引出研究问题，明确了研究目的和研究意义，并且概括了研究内容和技术路线，提出了本文的创新点，呈现了本研究的框架体系。第二章回顾了相关研究成果，为后续研究确立了方向以及理论基础。第三章在文献回顾和述评的基础上构建了研究的概念模型，发展了研究假设。第四章对本研究概念模型中涉及的各潜变量进行了界定，开发了预调研量表，在预调研的基础上确定了正式调研量表，并对正式调研的数据进行了描述，确定了数据分析技术。第五章使用正式调研数据检验了前述理论模型中的变量关系，验证了各项研究假设。第六章归纳了主要的研究结论，提出了管理启示，并且对研究局限和值得深入探讨的研究方向进行了简单梳理，给未来研究提供了借鉴。本文的创新之处包括：第一，本研究整合交易成本理论与社会交换理论、基于游客感知视角构建了中国情境下旅游企业机会主义行为的研究分析框架，并且运用在中国旅游市场中获取的调研数据对研究框架中不同变量之间的路径关系进行了实证检验，拓展了机会主义行为在B2C领域的研究，弥补了旅游领域研究的空白点，丰富、完善了机会主义行为研究的理论体系。第二，本研究将制度环境纳入游客机会主义行为感知与关系质量的研究框架，构建了全面分析中国情境下制度环境影响旅游企业机会主义行为治理与B2C关系质量维护的作用机制模型，验证了制度环境的调节效应，弥补了现有研究中忽视制度环境这一重要情景变量的不足。第三，本研究构建了制度环境的综合分析视角，通过将制度环境划分为规制性制度环境、规范性制度环境和认知性制度环境，更加全面、深入地揭示了制度环境影响游客机会主义行为感知与B2C关系质量的作用机制和路径，不仅对于丰富旅游和机会主义行为领域的研究具有重要意义，而且对于深化制度环境领域的研究具有重要价值。
英文摘要：	The first few years of the 21st century have witnessed the rapid development of China’s tourism industry, which has made great achievements. By the year 2011, China has become the third inbound tourism receiving country and the fourth outbound tourism consuming country as well as one of the fastest growing nations in tourism industry in the world. However, the rapid development of tourism industry cannot cover up the existing problems in China’s tourism market, and the enterprises’ opportunism is one of them, which is displayed in a number of forms, such as zero inclusive-fee reception, negative inclusive-fee reception, forced shopping and so on, and it has been in existence for a long time, not only causing tensions between tourists and enterprises but influencing the healthy development of tourism market. After ensuring a leading nation in the world tourism, China has put forward a new strategic target to become a tourism giant and to foster tourism into a national strategic pillar industry and a modern service industry making people more satisfied. The realization of this target should be guaranteed by a standard tourism market order and the effective solutions of the opportunism problems which have been perplexing the healthy development of tourism industry. In this process, institutional environment will play a crucial role. In the past many years, numerous policies and measures have been introduced and taken in China to tackle the opportunism in tourism market, but little effect has been achieved, which deserves a deep reflection. Henceforth, it is a pressing time to uncover the reasons for opportunism behavior of Chinese tourism enterprises and the effects of tourists’ perception of this problem on B2C relationship as well as the efficiency of the institutional environment to deal with opportunism and to maintain B2C relationship and to what extent does it take effect. Since Williamson (1975) first put forward the concept of opportunism in transaction cost economics theory, people from different fields have conducted many studies on this topic in terms of its connotations, influence factors and result variables, which provide a necessary theoretical support for an in-depth understanding of the Chinese tourism enterprises’ opportunism behavior. Based on the perspective of tourist perception, fully considering the current situations of China’s tourism market, and in combination with the research findings on dependence, environment uncertainty, enterprise performance ambiguity, relationship quality and institutional environment, this thesis proposes a formation and effect path model of the tourists’ perception of enterprise opportunism, for which the institutional environment is taken as a moderating variable to better understand the effect of institutional environment on reducing the tourists’ perception of enterprise opportunism, and, in turns, the effect of the perception reduction on B2C relationship, and to find the defects of the institutional environment. Accordingly, this thesis chooses quantitative method as a main research tool. 556 tourists, who are mainly from Tianjin, Beijing, Shandong, Zhejiang, Yunnan, Hainan and Guangzhou, are taken as a sample for the study, most of whom have participated the package tour activity organized by the travel agency. PLS path modeling method is used to test the proposed theoretical model. There are six chapters in this thesis. The first chapter firstly talks about the realistic and theoretical background of the research, and then identifies the purposes and significance of the study. The chapter also summarizes the research contents and technological route, puts forward the innovative points, and presents the overall framework of the thesis. The second chapter reviews the related research and identifies the research directions and the theoretical foundations for the follow-up study. Based on theoretical analysis and deductive inference, the third chapter constructs a theoretical research model and proposes the research hypothesis. The fourth chapter firstly defines the latent variables involved in the study, and develops a scale for pilot study. Then it constructs the final questionnaire on the basis of the pilot study, describes the data elicited from the formal investigation, and chooses data analysis tool. The fifth chapter uses the empirical data to test the relationships between the variables in the model and check the research hypotheses. The sixth chapter summarizes the main research findings and provides some suggestions for future management. It also points out the limitations of this study and directions for future research. The thesis displays its innovations in the following ways. Firstly, it integrates transaction cost analysis theory and social exchange theory, and constructs a research framework for analyzing the enterprises’ opportunism behaviors on the basis of tourists’ perception. Empirical data is collected to test the path relationship between the different variables in the proposed research framework, which expands the research of opportunism in B2C field, filling a research gap in tourism research, and enriches the theory system of opportunism study. Secondly, it introduces the institutional environment into the "Tourist’s Opportunism Perception - Relationship Quality" framework, and constructs an effect mechanism model for comprehensively analyzing the influence of institutional environment on solving opportunism problem and maintaining B2C relationship in China. Thirdly, it provides a way for the comprehensive analysis of the institutional environment, which is divided into three subcategories, that is, regulative institutional environment, normative institutional environment and cognitive institutional environment. This study reveals the function mechanism and path for analyzing the influence of the institutional environment on tourist’s opportunism perception and B2C relationship in a more comprehensive and in-depth way, which is not only of significance for enriching the existing opportunism research but also of great value for deepening the research on the institutional environment.
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