入境游客情绪体验对忠诚度的影响研究——以西安回坊伊斯兰传统社区为例  

Study on the Impact of Inbound Tourists' Emotional Experience on Their Loyalty——A Case Study of Islamic Traditional Community in Huifang,Xi'an

作　　者：白凯[1,2] 郭生伟 

机构地区：[1]陕西师范大学旅游与环境学院,陕西西安710062 [2]陕西师范大学国际商学院,陕西西安710062 [3]IBM(中国)有限公司/全球企业咨询服务部,陕西西安710075

出　　处：《旅游学刊》2010年第12期71-78,共8页Tourism Tribune

基　　金：国家自然科学基金(40901077/40771058);陕西省软科学项目(2010KRM96)资助共同资助~~

摘　　要：情绪体验和忠诚度是消费者行为和营销管理研究的重要内容。文章在情绪体验和忠诚度文献梳理基础上,构建了游客情绪体验和忠诚度的结构方程模型,实证研究了入境游客在西安回坊旅游的情绪体验和忠诚度关系,结果显示:①入境游客在西安回坊的情绪体验对其重游意愿、消费意愿没有显著影响;②入境游客在该社区正面强烈情绪体验会导致其重游意愿;③入境游客在该社区内的情绪体验会直接导致其推荐意愿,即正面情绪体验导致正面推荐意愿,负面情绪体验导致负面推荐意愿。文章提出了该研究的未来方向,并特别指出,旅游地发展应更多关注游客负面情绪体验的诱发因素及后续行为,这对旅游地营销实践具有更为重要的指导意义。Emotional experience and loyalty are important factors of consumers’ behavior and study of marketing management.Based on the review of the literature regarding emotional experience and loyalty,the paper constructs the structural equation model of tourists’ emotional experience and loyalty,empirically studies the relationship between inbound tourists’ emotional experience and loyalty in their travel to Huifang,Xi’an.The results show that 1.there is no significant impact of inbound tourists’emotional experience in Huifang,Xi’an on their intention of revisit and consumption;2.the positive strong emotional experience of inbound tourists in that community will lead to their intention of revisit;3.their emotional experience in that community will directly lead to their intention of recommendation;that is,positive emotional experience will lead to positive intention of recommendation and vice versa.In the end,the paper puts forward future orientation of the study and specially points out that more attention should be paid to the induced factors and subsequent actions from tourists’negative emotional experience,which will be of instructive significance to marketing practice in tourist destinations.

关 键 词：情绪体验 忠诚度 入境游客 西安回坊 

分 类 号：F592[经济管理—旅游管理]