景区形象与游客感知价值、满意和忠诚的关系的实证研究  

An Empirical Study of the Relationship between Destination Image,Perceived Value,Satisfaction and Destination Loyalty

作　　者：王斌[1] 

机构地区：[1]大连外国语学院经济与管理学院,辽宁大连116044

出　　处：《旅游科学》2011年第1期61-71,共11页Tourism Science

摘　　要：游客忠诚是景区赢得竞争优势的重要保证。景区形象对旅游者出游前的目的地选择、游中的体验评价和游后行为倾向都有影响。本文在问卷调查的基础上,利用结构方程模型对景区形象与游客感知价值、满意和游客忠诚的关系展开实证研究。研究发现,景区形象对游客感知价值、满意和游客忠诚有着显著的正向影响,感知价值正向影响满意,但是对游客忠诚正向影响不显著,满意正向影响游客忠诚。利用因子分析揭示出景区形象存在功能形象、可达形象和情感形象三个维度。引入时间维度将景区游客忠诚重新界定为近期忠诚、中期忠诚、远期忠诚和态度忠诚四个维度。利用回归分析,发现景区形象各维度与游客忠诚各维度之间存在一定的因果关系。Constructing loyalty is a major vehicle for gaining competitive advantages for destinations. On the other hand, destination image is found to have significant impacts on tourists＇ destination choice,experience quality and behavioral intention. Based on a survey of 860 samples collected at 16 tourist attractions in Liaoning Province, the paper investigates the relationship between destination image,perceived value,satisfaction and tourist loyalty by using structure equation medel（SEM）. The results indicate that image has positive influence on perceived value, satisfaction and tourist loyalty： perceived value positively influence satisfaction, but has insignificant influence on loyalty; satisfaction has positive influence on loyalty. It applies factor analysis method to extract the three dimensions of destination image namely ,functional image, accessibihty image, and affective image. It also introduces a temporal perspective to subdivide loyalty into short-term, mid-term, long-term and affective loyalty. A regression analysis confirms the causal relationships between dimensionalities of image and those of tourist loyalty.

关 键 词：景区形象 感知价值 满意 忠诚 

分 类 号：F590.8[经济管理—旅游管理]