ABSTRACT

The traditional marketing may not bring advantage to small cities with low awareness and limited budget in competition with renowned destinations. To provide a new tool for small cities in this situation, this study introduces the concept of tourist behavioral investment and elaborated how it influences tourist decisions. By synthesizing the literature on behavioral investment and tourist decision-making, a conceptual framework is proposed that depicts the tourist behavioral investment at three levels of decisions (i.e. trip level, destination level, and service level). Implications of the proposed framework on small city marketing are discussed that should be informative to stimulating empirical investigations.

摘要

在与知名目的地竞争时，传统营销可能无法为意识不足，预算有限的小城市带来优势。为了在这种情况下为小城市提供一种新的工具，本研究介绍了游客行为投资的概念，并阐述了其如何影响游客的决策。通过综合有关行为投资和游客决策的文献，提出了一个概念框架，该概念框架描述了三个决策级别（即旅行级别，目的地级别和服务级别）的游客行为投资。讨论了所提议的框架对小城市营销的影响，应该对刺激实证研究具有参考意义。