产品导向视角下的游客忠诚研究  

A Study on Tourist Loyalty from the Perspective of Product-oriented

作　　者：冯斌[1] 张一群[2] 郭永瑞[3] 

机构地区：[1]遵义师范学院,贵州遵义563002 [2]安徽农业大学,安徽合肥230036 [3]云南大学,云南昆明650091

出　　处：《安徽农业科学》2011年第5期2993-2995,共3页Journal of Anhui Agricultural Sciences

基　　金：2009国家教育部一般项目(09XJA790018);2009贵州省教育厅青年项目(09QN004);安徽农业大学青年科学基金(2009SK20)

摘　　要：从游客行为的角度将游客忠诚的驱动因素归纳为心理的主观需要、发展的客观需要和附加价值,并创新性地按照忠诚对象将旅游产品忠诚、旅游企业忠诚和旅游目的地忠诚区别开来,在此基础上揭示游客情感忠诚、行为忠诚和意识忠诚对不同对象的市场意义。最后,以产品导向的视角重点探讨实践中游客行为忠诚(即游客重游率)较低的主要症结,从市场需求识别和旅游产品创新2个方面提出培育游客行为忠诚的措施。Tourist loyalty is driven by mental subjective demand,objective demand for development and additional value form the angle of tourist behavior.According to the loyalty object,the paper creatively discriminates tourism product loyalty,tourism enterprise loyalty and tourism destination loyalty,and reveals their meaning to marketing.Finally,in the sight of product oriented angle,this paper analyzes the relation between tourist satisfaction and tourist loyalty and advances several suggestions to cultivate tourist behavior loyalty,including identifying market demand and innovating tourism product.

关 键 词：游客忠诚 游客满意 驱动因素 

分 类 号：F59[经济管理—旅游管理]