| Recently,with the development of tourism,educational tourism,as a new business mode integrating tourism and education industry,has become a focal point of wide concern in schools,families and society.Educational tourism products are springing up like mushrooms after a spring rain.The theory of "social man" points out that people live in social networks and their behaviors are easily restricted by social norms and cannot avoid the influence of the surrounding environment.The reference group that contacts closely with consumers is the interpersonal relationship that consumers focus on.College students,as an important group of consumers,are easily influenced by their friends,relatives,teachers and other reference groups.At present,most studies on the influence of reference group focus on online shopping,luxury consumption and other aspects,while few literatures combine it with educational tourism.With the sustained evolution of social consumption,the reference group plays a more and more important role in promoting college students’ positive purchase of educational tourism products.However,how does the reference group affect the purchasing intention of tourists? What is the path of impact?In view of this,this paper takes 293 students to be the research object,introduces trust and perceived value as the mediating variables,constructs the structural equation model with reference to the three dimensions of group influence as the starting point,discusses its influence mechanism on the intention to educational tourism,and provides guidance for tourism enterprises to formulate marketing strategies.First of all,use the literature analysis method to summarize and organize related theories,this article assumes that are proposed according to the basis of predecessors’ research,construct a conceptual model of reference group influence on the intention to educational tourism,then adopt the method of questionnaire survey to collect data,analyze the relationship between reference group influence,trust,perceived value and the intention to educational tourism,and test the mediation effect.The main conclusions of this paper are following:（1）the informational,utilitarian and value expressive influences of reference group influence have no significant positive influence on the intention to educational tourism;（2）Each dimension of reference group influence affects trust and perceived value,also has a significant positive effect;（3）Trust has a positive effect on perceived value.The higher the degree of trust is,the greater the perceived value of educational tourism products is;（4）Trust and perceived value have a positive effect on the intention of educational tourism;（5）Trust and perceived value play a chain mediating role between reference group influence and the intention of educational tourism.The research results of this paper enrich the concept of reference group influence,trust,perceived value and intention of educational tourism,dig into the inner connection,and according to the consumer psychology,social status of college students and characteristics of educational tourism products,this paper puts forward effective measures and guidance suggestions on how travel enterprises can improve the intention of educational tourism through reference group influence,trust and perceived value.Through targeted product promotion strategies,we can gradually build a connected and shared network,lead the healthy and orderly development of domestic educational tourism. |
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