景区游客忠诚影响因素研究——以四川九寨沟、黄龙为例  

Scenic Spot Tourist Loyalty Driving Factors Research——Take Jiuzhaigou and Huanglong Scenic Spots of Sichuan as Case Study Sites

作　　者：徐荣林[1] 王建琼[1] 

机构地区：[1]西南交通大学经济管理学院

出　　处：《经济体制改革》2016年第3期196-200,共5页Reform of Economic System

摘　　要：本文参照已有的顾客满意、游客忠诚模型,提出了旅游景区的游客忠诚概念模型,构建了"服务行为"、"景区形象"、"景区设施"、"景区环境"、"游客忠诚"五个潜在变量和14个具体测量指标构成的结构方程模型,以九寨沟、黄龙景区为例进行了实证研究。研究结果表明:四个潜在变量均直接显著影响游客忠诚,其中以服务行为影响最大、景区环境次之;景区设施、景区环境正向显著影响服务行为,并通过服务行为显著影响游客忠诚。在此基础上提出了强化景区管理的相关建议。A conceptual model of tourist loyalty with the references of previous tourist satisfaction and tourist loyalty models is raised in this paper. A structural equation model with five latent variables （scenic spot＇s major characteristics, tourism facilities, tourism environment, service behavior, and tourist loyalty） of 14 specific measure index has been developed to test the conceptual model. Surveys of the tourists were conducted in Jiuzhaigou and Huanglong scenic spots. The study reveals that all of the four latent variables have significant impacts on tourist loyalty-service behavior and tourism environment rank the first and the second respectively; Both tourism facilities and tourism environment have significant impacts on service behavior, and affects tourist loyalty via service behavior indirectly. Related management suggestions were raised for these scenic spots.

关 键 词：游客忠诚 游客满意 旅游目的地 景区管理 

分 类 号：F59[经济管理—旅游管理]