旅游者参与对旅游者忠诚的影响机制研究——以武夷山观光旅游者为例  

A Study of the Relationships Between Tourist Participation,Service Quality,Satisfaction and Loyalty——For Example Wuyi Hill Tourist

作　　者：粟路军[1] 黄福才[1] 

机构地区：[1]厦门大学管理学院,厦门361005

出　　处：《哈尔滨商业大学学报（社会科学版）》2011年第1期109-117,共9页Journal of Harbin University of Commerce:Social Science Edition

基　　金：教育部课题<重游现象及其形成机制研究>(09YJA790069)

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。在国内外大量文献基础上,构建旅游者参与对旅游者忠诚影响机制整合模型,并提出了若干假设。通过对武夷山观光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、旅游者满意、旅游者忠诚的影响。研究发现,旅游者参与对服务质量、旅游者满意、口碑宣传有显著直接正向影响,而对重游倾向、寻找替代旅游地没有显著影响,服务质量对旅游者满意、寻找替代旅游地具有显著正向影响,旅游者满意对重游倾向、口碑宣传、寻找替代旅游地具有显著正向影响。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 tourism product and service producing,participation tourism projects are welcome by tourists.In existed literatures,most of them focus on exploitation of participative projects and few consider what outcomes we get from tourists＇ participation,not to see empirical findings about it.Based on the rich literatures,this paper developed and tested an interactive model to examine the relationships of tourist participation,service quality,satisfaction,and loyalty with data from a questionnaire survey of Wuyi mountain sight-seeing tourists.The results reveal that tourist participation does a direct effect to service quality,satisfaction and word-of-mouth,but does not influence intention to revisit and search for alternative directly.Service quality has a directly positive effect to satisfaction and search for alternative,satisfaction has a significantly directly positive effect to intention to revisit,word-of-mouth and search for alternative.Simultaneously,we find there is a progressive relationship between intention to revisit and word-of-mouth of customer loyalty.Discussion and implications are provided based on the research results.

关 键 词：旅游者参与 服务质量 旅游者满意 旅游者忠诚 观光旅游者 

分 类 号：F590.63[经济管理—旅游管理]