旅游者参与带来了什么?——旅游者参与对其满意及忠诚的影响  

A Study of the Results of Tourist Participation:The Effects of Tourist Participation on Service Quality,Satisfaction Degree and Loyalty Degree

作　　者：粟路军[1] 黄福才[1] 

机构地区：[1]厦门大学管理学院,福建厦门361005

出　　处：《云南师范大学学报（哲学社会科学版）》2010年第5期142-151,共10页Journal of Yunnan Normal University：Humanities and Social Sciences Edition

基　　金：教育部课题<重游现象及其形成机制研究>(09YJA790069)成果之一

摘　　要：在旅游产品生产或服务过程中,参与性的旅游项目越来越受到旅游者欢迎。而现有文献集中于参与性旅游产品与服务的开发,对旅游者参与究竟带来了什么缺少系统思考,更缺乏实证研究结论。本文在国内外大量文献基础上,构建旅游者参与与服务质量、满意度、旅游者忠诚关系整合模型,并提出了若干假设。通过对乡村旅游者问卷调查获取丰富基础数据,实证了旅游者参与对服务质量、满意度、旅游者忠诚的影响。研究发现,旅游者参与对服务质量、满意度有显著直接正向影响,对旅游者忠诚没有直接影响,而是被服务质量、满意度两个中介变量完全中介。同时,发现旅游者忠诚的重游倾向与口碑宣传两个变量之间存在递进关系。In the process of producing tourism products and services,participation tourism projects are becoming more popular.Most present studies focus on the development of participation tourism products and services and few on the results of tourist participation,let alone empirical findings.Based on an analysis of the related literatures at home and abroad,this paper brings up some hypotheses and a model integrating tourist participation,service quality,satisfaction degree and loyalty degree.The questionnaire survey of the rural visitors reveals that tourist participation exerts a direct effect on service quality and satisfaction degree but has no effects on service loyalty which is related to service quality and satisfaction degree.It has also been proved that there is a progressive relationship between two variables of tourist loyalty,that is,the intention to revisit and tourist publicity.

关 键 词：旅游者参与 服务质量 满意度 旅游者忠诚 乡村旅游者 

分 类 号：F590[经济管理—旅游管理]