旅游体验和主客关系情境下的游客口碑传播模型构建与实证分析——以赴大连游客为例  

A Model and an Empirical Analysis of Tourist Word-of-mouth Communication Based on Tourism Experience and Host-guest Relationship —— Take Tourists to Dalian as an Example

作　　者：武传表[1] 谢春山[1] 王丽华[1] 

机构地区：[1]辽宁师范大学历史文化旅游学院,辽宁大连116081

出　　处：《系统工程》2013年第10期81-86,共6页Systems Engineering

基　　金：国家自然科学基金资助项目(41201142);辽宁省教育厅科学研究一般项目(W2012113)

摘　　要：通过对旅游体验、主客关系质量和口碑传播的相关文献回顾,进行假设推演和模型构建,以赴大连游客为调查对象,利用问卷调查法收集资料,借助LISREL8.7软件进行统计分析和模型检验。结果表明:精神体验和感官体验对满意和信任的影响较大,而精神体验和情感体验对忠诚的影响较大。满意对正面口碑意愿的影响最大,忠诚次之,信任对口碑意愿的影响不显著。Based on relevant literature review on tourist experience, relationship quality and word-of-mouth, some hypothesis are deduced and a basic model is constructed. Taking tourists to Dalian as the investigation object, we use a questionnaire survey method to eollect data, and test the model by LISREL8. 7. The results show that.. （1） mental and sensory experiences have a great effect on satisfaction and trust; （2） mental and emotional experiences influence loyalty significantly; and positive word-of-mouth communication is influenced greatly by satisfaction, and loyalty takes the second place, but trust has an insignificant effect on the word-of-mouth will.

关 键 词：口碑 旅游体验 关系质量 

分 类 号：F590[经济管理—旅游管理]