乡村旅游中饮食文化原真性感知、品牌形象与满意度研究——以陕西省“袁家村”为例  

Research on Perception of Food Authenticity,Brand Image and Satisfaction in Rural Tourism——A Case Study of Yuanjiacun Village,Shanxi Province

作　　者：杜雅文[1] 陈志钢[1] 刘丹[1] DU Ya- wen CHEN Zhi - gang LIU Dan(Tourism and Environment College, Shanxi Normal University, Xi＇an 710119, China)

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》2017年第1期90-94,共5页Resource Development & Market

基　　金：国家自然科学基金项目(编号:41671134);国家旅游局青年专家培养计划项目(编号:TYETP201452)

摘　　要：运用结构方程的方法,以陕西省"袁家村"为例,探索游客饮食文化原真性感知维度,构建饮食文化原真性感知、品牌形象与满意度之间的关系。研究发现:1乡村旅游中饮食文化原真性感知可从食物、环境和服务三个维度进行解释。游客认为环境对饮食文化原真性的感知影响作用最大,其次是食物和服务。2在乡村旅游中,饮食文化原真性感知对品牌形象具有正向影响,品牌形象对满意度具有正向影响,饮食文化原真性感知对满意度不具有正向影响,品牌形象对游客行为意向具有正向影响,满意度对游客行为意向具有正向影响。基于分析结果,为"袁家村"乡村旅游发展提供政策建议。This paper adopted the method of structural equation, explored the dimension of food authenticity and built the perception of food au- thenticity, brand image and tourist satisfaction. The results showed that： ①The perception of food authenticity could explain from food, environment and service. ②In rural tourism, food authenticity had a positive impact on brand image, brand image had a positive impact on satisfaction, the perception of food authenticity had no significant impact on tourist satisfaction, brand image had a positive impact on behavior intention, tourist satisfaction had a positive impact on tourist behavior intention. In the conclusion, on the basis of the analysis, this paper put forward the promotional policy suggestions of tourism development in rural tourism.

关 键 词：饮食文化 原真性感知 品牌形象 满意度 SEM 袁家村 

分 类 号：F590.75[经济管理—旅游管理]