游客体验与休闲旅游城市品牌塑造关系的实证分析——以杭州市为例  

Empirical Analysis on the Relationship Between Tourist Experience and the Brand-Building of Leisure Tourism City ——A Case Study of Hangzhou

作　　者：李万莲[1] 王栋梁[1] 

机构地区：[1]安徽财经大学工商管理学院,安徽蚌埠233041

出　　处：《徐州工程学院学报（社会科学版）》2012年第6期29-33,共5页Journal of Xuzhou Institute of Technology：Social Sciences Edition

基　　金：2011年度教育部人文社会科学研究青年基金项目"旅游真实性感知形成机理及其与游客态度和行为的关系--以古村落为例"(11YJCZH203);2011年安徽财经大学研究生创新基金项目"基于体验视角的旅游目的地品牌塑造研究"

摘　　要：文章以杭州市为例,在对问卷的信度和效度检验的基础上,利用SPSS17.0经过因子分析,得出休闲旅游城市游客体验的六个主要影响因素,并进一步运用相关分析和回归分析对游客体验与休闲旅游城市品牌的相关性进行了深入探讨。研究结果显示:游客杭州之行的体验满意度水平为中等;服务因素等五大影响因素通过了显著性检验,而游览过程因素与休闲旅游城市品牌塑造的相关性较低;游客体验满意度与品牌塑造满意度对休闲旅游城市品牌忠诚度的影响是正向的。With Hangzhou as a case under study,by the SPSS17.0 to have tested the reliability and validity of the questionnaires,the reseacher summarized six main factors influencing the tourists＇ experience of leisure and tourism cities.Then the paper further explored the correlation between tourist experience and the popularity of leisure tourism cities through correlation analysis and regression analysis.The results show： the tourist satisfaction with the journey in Hangzhou is of medium level;Five factors including the factor of service have passed the significance test,whereas the process factor has a low correlation with the brand-building of leisure tourist cities;And the satisfaction with tourist experience and brand-building have positive influence on the brand loyalty of leisure tourist cities.

关 键 词：游客体验 休闲旅游城市 品牌塑造 

分 类 号：F590[经济管理—旅游管理]