酒店体验价值与顾客忠诚度的关系研究——以广东碧水湾温泉度假酒店为例  

Research on the Relationship between Hotel Experience Value and Customer Loyalty:Taking Bishuiwan Hot-Spring Resort Hotel in Guangdong Province for Example

作　　者：皮平凡[1] 程雨丝[1] 

机构地区：[1]广东财经大学地理与旅游学院,广州510320

出　　处：《价值工程》2014年第34期1-5,共5页Value Engineering

基　　金：国家社科基金项目(10BGL051);国家自科基金项目(70973029);教育部人文社科项目(12YJA790196);广东省社科规划项目(GD11XYJ13)联合资助

摘　　要：本文旨在研究温泉度假酒店的体验价值、品牌支持及顾客忠诚度之间的关系,以广东碧水湾温泉度假酒店为研究对象,参阅前人研究成果,提出新的模型假设,验证并提出建议,采用探索性因子分析得到数据的内在因子结构,并运用结构方程模型进行验证性因子分析,验证各构面之间的相互关系。研究结果如下:1体验价值对品牌支持有显著的正向影响;2品牌支持对顾客忠诚度有显著的正向影响;3体验价值对顾客忠诚度有显著的正向影响;4品牌支持是体验价值影响顾客忠诚度的重要中介变量。The purpose of this study is to discuss the relationship among the experience value, brand support and consumer loyalty of hot-spring resort hotel. A case study was undertaken on the GUANGDONG BISHUIWAN HOTEL. Referring to a lot of documents before, this study provides a new model, verifies it and offers some proposals. It gets the internal structure of factors through Exploratory Factor Analysis（EFA）, and uses the structural equation model（SEM） to do the Confirmatory Factor Analysis. The LISREL model is used to measure the relationships between the constructs. The major findings of this research are as follows： ①The brand support is most affected by experience value. ②The consumer loyalty is most affected by brand support. ③The consumer loyalty is most affected by experience value.④Brand support is the important medium variable when the consumer loyalty is affected by the experience value.

关 键 词：体验价值 品牌支持 顾客忠诚度 温泉度假酒店 广东碧水湾 

分 类 号：F592.3[经济管理—旅游管理]