感知距离与游客满意度影响关系研究  

AN ANALYSIS OF THE INTERACTION BETWEEN TOURISTS' COGNITIVE DISTANCE AND THEIR SATISFACTION

作　　者：张宏磊[1] 张捷[1] 史春云[2] 刘泽华[1] 

机构地区：[1]南京大学国土资源与旅游学系,南京210093 [2]徐州师范大学城市环境学院,徐州221116

出　　处：《人文地理》2011年第5期117-120,142,共5页Human Geography

基　　金：国家自然科学基金项目(41001070)

摘　　要：游客感知的内容与形式,取决于对距离本身的感知。行为地理学认为存在着环境意象,且与实际行为之间存在着密切的联系,对于旅游点的吸引力真正起影响作用的是感知距离而不是客观距离。本研究利用2008年九寨沟问卷调查数据,采用排序Logit模型与单因素方差分析定量分析了游客感知距离与满意度的相互影响关系。研究发现:(1)感知距离对游客满意度的影响是一种正向积极的影响;(2)九寨沟游客的旅游花费对于游客的满意度是呈现正向的影响;(3)游客的满意度会显著影响到感知距离的估计,游客估计的感知距离会随着满意度的提升而减小。The term cognitive distance refers to people＇s beliefs about distances between places in large-scale spaces that are far apart and not visible from each other.The cognitive distance phenomenon suggests that when tourists evaluate the impact of distance on their travel decisions,destinations will be placed in a relatively better or worse situation regarding distance than actually exists.Cognitive distance is an important antecedent of tourism geography because it plays a significant role in destination choice and travel behavior.The purpose of this study was to detect the interaction between tourists＇ cognitive distance and their satisfaction using a survey data.Researchers found that past experience is important in that tourists learn what features of a holiday are more likely to provide them with satisfactory experiences.The theoretical basis of this study was that distance may be an important factor to tourist＇s satisfaction and more experienced tourists with higher scores on measures of satisfaction may score marginally lower on measures of cognitive distance.A survey data of Jiuzhaigou was used to examine the interaction between tourists＇ cognitive distance and their satisfaction.Among all the factors we used,only cognitive distance and travel cost affected tourist＇s satisfaction at a significant level.The results support that cognitive distance has a positive impact on the tourists＇ satisfaction;the travel cost of Jiuzhaigou＇s arrivals also has a positive impact on the satisfaction.In the early stage of tourism activities,the main benefits of tourists are the travel benefits from the origin to the destination.The cognitive distance raised the benefits of tourists,and led to the increase of satisfaction level.Arrivals of Jiuzhaigou National Park had high income level and were more concerned about the quality of travel and tourism product quality.Analysis of variance was used to detect the effect of satisfaction to distance perception in the late stage of tourism activities.The study showed that

关 键 词：感知距离 满意度 旅游花费 排序Logit模型 方差分析 

分 类 号：F592[经济管理—旅游管理]