基于结构方程模型的乾陵游客满意度研究以文化价值感知和文化体验为中介变量  

Research on Tourist Satisfaction of Shanxi Qianling Mausoleum Based on Structural Equation Model From the Perspective of Cultural Experience and Perceived Value

作　　者：吴玉琴[1] 陈志钢[1] 陈会娜[1] 

机构地区：[1]陕西师范大学旅游与环境学院,陕西西安710119

出　　处：《资源开发与市场》2016年第6期754-758,共5页Resource Development & Market

基　　金：国家自然科学基金青年项目(编号:41001075);陕西师范大学中央高校基本科研业务费项目(编号:GK201002039);陕西师范大学人文社会科学研究基金项目(编号:10SYB05)共同资助

摘　　要：基于文化体验和文化感知价值的视角,以陕西乾陵为例,在以往研究文献的基础上建构假设模型,利用结构方程模型对假设进行检验。研究发现:游客的感知质量和文化感知价值对游客满意度产生正向影响,文化体验对游客满意度不产生显著影响;游客文化体验显著影响游客忠诚度,游客感知质量和文化感知价值对游客忠诚度影响不显著;游客的感知质量显著影响游客文化感知价值和文化体验,游客文化感知价值显著影响游客的文化体验。基于分析结果,提出提升乾陵游客满意度的措施与政策建议。Based on the perspective of cultural experience and perceived value,taking an example of Shanxi Qianling Mausoleum,this paper constructed hypothesis model based on previous research literature,and collecting data by on- the- spot questionnaire to establish the structural equation model for hypothesis testing. The results showed that： Tourist perceived quality and culture of the tourist perceived value had a positive impact on tourist satisfaction,cultural experience did not have a significant impact on tourist satisfaction. Tourist cultural experience significantly affected the tourists loyalty,perceived quality and cultural perception value had no significant impact on the tourist loyalty. Tourist perceived value and cultural experience was significantly influenced by the perceived quality,tourist perceived value significantly influenced tourist cultural experience. In conclusion,on the basis of the analysis,this paper put forward the promotional policy suggestions of tourist satisfaction in Qianling Mausoleum.

关 键 词：游客满意度 文化体验 SEM 乾陵 

分 类 号：F592.68[经济管理—旅游管理]