摘要
本文通过调查仿冒品、仿建式旅游建筑的现状，结果发现虽然大多数仿建
式旅游建筑经营不善，但也有一些景观进入稳定的发展期；回顾仿冒品、旅游
决策研究相关文献，简单定义了仿建式旅游建筑；提出影响游客感知风险和感
知价值的两个因素：成本节省、相似性。成本节省包含时间节省、金钱节省，
相似性包含外貌相似性、文化相似性，外貌相似性和文化相似性作为仿建式旅
游建筑的分类维度，将仿建式旅游建筑分成外貌型仿建式旅游建筑、文化型仿
建式旅游建筑、仿真型仿建式旅游建筑；借鉴 TAM模型，提出成本节省和相似
性与感知风险、感知价值的相关性的假设。之后，设计实证性实验，研究成本
节省（时间节省，金钱节省）和相似性（外貌相似性，文化相似性）对游客游
览仿建式旅游建筑活动感知风险和感知价值的影响，并进一步探究感知和游客
行为意向的关联性；另外，研究仿建式旅游建筑的心理特质，引入自尊变量，
分析不同自尊水平下游客感知风险、感知价值和行为意向的差异。通过调查问
卷和比较分析，结果发现游客对不同成本节省和不同类型的仿建式旅游建筑的
感知和行为意向均有差异，但不同自尊水平下的被试人群则没有表现出明显的
差异。根据研究的成果，结合中国旅游业该方面的发展实情，提出市场定位策
略、宣传策略、开发策略三方面的发展策略，给中国仿建式旅游建筑的发展提
出一些有用的建议

关键词：TAM模型，仿建式旅游建筑，感知风险，感知价值，行为意向III
ABSTRACT
This study investigated the status of counterfeit goods and the imitated tourism
buildings. Despite of the most of the imitated tourism buildings poorly managed, we
found that part of them were stable developed. According to the literature related to
counterfeit goods, tourism decision and so on, The imitated tourism buildings were
simply defined and two factors (cost saving, similarity) were raised which would
influence the perceived risk and perceived value of tourists. Cost savings include
money saving and time saving, similarity include appearance similarity and culture
similarity. The imitated tourism buildings were classified into appearance imitated
tourism building, culture imitated tourism building and simulation imitated tourism
building by the dimension of appearance similarity and culture similarity. And the
relativity between cost saving, similarity and perceived risk, perceived value is
hypothesized with TAM. This study explored the tourists’ perceived risk, perceived
value and behavioral intention, which were influenced by cost savings and similarities,
in the tourism activies of visiting the imitated tourism buildings through a designed
test. At the same time, this study also explored how the different level of self-esteem,
a psychological variable, influence the tourists’ perceived risk, perceived value and
behavioral intention. With the questionnaire analyzed by one-way ANOVA, it turns
out that there is a significant difference among different kind cost savings and
different kind of imited tourism buildings. However, different level self-esteem is not.
According to the conclusion of this study, some market positioning strategie,
advertising strategie, developing strategie, combined with development of Chinese
tourism, can be raised.
KEYWORDS: TAM,The Imitated Tourism Buildings, Perceived Risk, Perceived
Value,Behavioral IntentionIV
目录
摘要........I
ABSTRACT ...III
第 1 章 绪论.......1
1.1 发展现状 ..........1
1.2 国内外仿建式旅游建筑发展现状举例 ..........2
1.2.1 国内仿建式旅游建筑发展现状举例 ....2
1.2.2 国外仿建式旅游建筑发展现状举例 ....3
1.3 仿建式旅游建筑的伦理性 ......3
1.4 研究问题的提出 ..........4
第 2 章 研究内容、方法、理论、模型...........9
2.1 研究内容 ..........9
2.2 研究方法 ..........9
2.3 研究理论 ........11
2.3.1 旅游资源分类 ..11
2.3.2 消费者行为理论 ..........12
2.3.3 消费者购买理论 ..........12
2.3.4 心理学理论 ......13
2.3.5 计划行为理论 ..13
2.3.6 旅游决策理论 ..14
2.3.7 市场营销理论 ..15
2.4 理论模型 ........16
2.4.1 TAM 模型 ........16
2.4.2 SEM 模型 .........17
第 3 章 文献回顾.........19
3.1 仿冒品与仿建式旅游建筑的概念 ....19
3.2 仿冒品的研究概况 ....19
3.3 成本 ....20
3.3.1 购买仿冒品的成本 ......20
3.3.2 仿建式旅游建筑成本 ..21V
3.3.3 成本和感知风险 ..........21
3.3.4 旅游成本和感知风险 ..22
3.3.5 成本和感知价值 ..........23
3.3.6 旅游成本和感知价值 ..23
3.4 相似性 23
3.4.1 相似性以及仿建式旅游建筑分类 ......23
3.4.2 相似性和感知价值、感知风险 ..........25
3.5 感知风险、感知价值和行为意向 ....26
3.5.1 感知风险和行为意向 ..26
3.5.2 感知价值和行为意向 ..27
3.6 自尊和感知风险、感知价值、行为意向 ....28
第 4 章 研究框架和假设.........29
4.1 总体研究框架 29
4.2 成本节省模型研究框架与假设 ........30
4.3 相似性模型研究框架与假设
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