CAJ | 학술논문

文章整合了社会交换理论和关系嵌入理论,利用结构方程模型检验了不同类型的旅游客企关系在社会交换和关系嵌入共同中介作用下的质量表现。研究发现：（1）旅游客企之间存在4种类型的关系模式：关系型、契约型、激励过度型和激励不足型。（2）在对社会交换的影响上,契约型旅游客企关系的表现要显著优于其他客企关系类型,在对关系嵌入的影响上,关系型旅游客企关系的表现要显著优于其他类型。（3）社会交换和关系嵌入都对关系质量产生显著的正向影响,但关系嵌入的影响相对更强。（4）旅游客企关系并不直接作用于关系质量,而是通过社会交换和关系嵌入的完全中介作用对关系质量产生影响。
문장정합료사회교환이론화관계감입이론,이용결구방정모형검험료불동류형적여유객기관계재사회교환화관계감입공동중개작용하적질량표현。연구발현：（1）여유객기지간존재4충류형적관계모식：관계형、계약형、격려과도형화격려불족형。（2）재대사회교환적영향상,계약형여유객기관계적표현요현저우우기타객기관계류형,재대관계감입적영향상,관계형여유객기관계적표현요현저우우기타류형。（3）사회교환화관계감입도대관계질양산생현저적정향영향,단관계감입적영향상대경강。（4）여유객기관계병불직접작용우관계질량,이시통과사회교환화관계감입적완전중개작용대관계질양산생영향。
To investigate the relationships between tourists and tourism enterprises, this essay combines social exchange theory and relational embedded theory, and uses structural equation modeling to investigate the different relationships between tourists and enterprises. With the help of the Tourism Association of Zhejiang, China, questionnaires were distributed to a sample of 1099 tourists through 45 tourism enterprises. It was found that there were four types of tourist-enterprise relationships from the perspective of tourists： relationship, contract, excessive incentives, and lack of incentives. The relationship and contract belong to models of comparative balance. Excessive incentives and lack of incentives are best described by models of non-comparative balance. Additionally, the influence of the type of contract is apparently superior to the other relationships in social exchange, while the type of relationship is apparently superior to the other factors in the relational embedded model. That is, when the evaluation systems of tourism enterprises mesh with the evaluation system of the tourists, this will produce greater feelings of social exchange and strengthen the relational embedded connections on both sides. If they are not, these social factors will be in opposition. Furthermore, both the social exchange and relational embedded models influence the relationship quality going forward, but the influence of the relational embedded factors is stronger. Lastly, the relationships between tourists and enterprises do not influence relational quality directly, but do so through the mediators of social exchange and relational embedding process. Social exchange theory explains how to reduce the quantity of tourists and enterprises that may be caused by the relationship between tourists and enterprise in relation to excessive incentives and/or a lack of incentives. Relational embedded theory explains the relational model that shows how to develop incentives to achieve high levels of satisfaction, confidence, and commitment; and the incentive- less model shows how to reduce satisfaction, confidence, and commitment levels. The analysis of the structural model of nesting also reveals that relational embedded mediators play a stronger role than social exchange mediators in this industry.When tourism enterprises are promoted in markets, the method of dividing target groups is usually to adopt demographic or geographic variables. However, these generalized descriptors mean that the information gained is limited. Analysis of the types of relationship between tourists and enterprises, combined with the above, would help enterprises to adopt new and more concrete ways to describe in detail the information from tourists. Divisions derived from the types of relationships between tourists and tourism enterprises might help enterprises to adjust their marketing strategies, and better meet the needs of different groups of tourists. The result of this study gives direction to enterprise management, but also supports the implication that tourism enterprises cannot use the same simple means of service for all tourists. An enterprise, when using the relationships between tourists and enterprises, should make these clear and try to match the evaluation system of the enterprise with the evaluation system of the tourist. An enterprise should use a preferential strategy in disseminating material to tourists under the relationships formed by contract type, and reinforce the link and dependency of tourists under the influence of relation type on both sides. Of course, a tourism enterprise should return to the relational model, and establish these relationships to keep its vitality.