基于SEM的休闲避暑地游客满意度及忠诚度关系研究——以重庆市黄水镇为例  

Research of Relation between Casual Summer Tourists′ Satisfaction and Loyalty Based on Structural Equation Model—— A Case Study of Huangshui Town,Chongqing City

作　　者：周学军[1] 杨勇[1] 

机构地区：[1]重庆三峡学院经济与管理学院,重庆404100

出　　处：《资源开发与市场》2014年第2期231-234,共4页Resource Development & Market

基　　金：国家教育部人文社会科学基金项目(编号:13YJA790136);重庆三峡学院青年项目(编号:13QN06)

摘　　要：采用结构方程模型方法,并以重庆市黄水镇为例进行实证研究,构建并验证了休闲避暑旅游目的地游客满意度及忠诚度关系模型。研究发现:①潜在变量核心服务、基础服务、旅游资源、旅游环境对满意度均呈正向影响,旅游者选择黄水作为休闲避暑目的地主要是因为当地凉爽的气候和舒适怡人的自然环境;②游客满意度与忠诚度之间是显著的正相关关系,满意度越高,游客对旅游目的地的忠诚度也越高;③游客的旅游忠诚度表现为积极推荐、重复游览,休闲避暑度假目的地游客的忠诚度更倾向于积极推荐;④游客满意度与旅游期望不存在显著负相关影响。在此基础上,提出了重庆市黄水镇开发休闲避暑度假目的地的管理和营销等建议。This paper constructed and validated casual summer resort tourists＇ satisfaction and loyahy relation model by structural equation modeling approach. The results showed that： ①Latent variable core services, basic services, tourism resources, tourism environment showed a positive effect on satisfaction. Tourists chose Huangshui Town as a leisure destination mainly because of the local summer cool climate and a comfortable and pleasant natural environment;②Tourists＇ satisfaction showed a significant positive on tourists＇ loyalty, higher satisfaction due tohigher loyalty;③Tourists＇ loyalty showed positive recommendation and repeat tour, casual summer tourists＇ loyalty prefer to repeat tour;④There was no significant negative correlation effects between tourists＇ satisfaction and expectations of visitor. On the basis, some management and marketing proposals were proposed for Huangshui Town of Chongqing City.

关 键 词：结构方程模型 休闲避暑地 满意度 忠诚度 

分 类 号：F590.8[经济管理—旅游管理]