村落遗产地游客重游意愿的影响因素与作用机制研究——以开平碉楼与村落为例  

A Study of the Influencing Factors and Mechanism of Intention for Revisiting Heritage Villages

作　　者：熊莎莎[1] 查顺 王纯阳[1] 

机构地区：[1]五邑大学经济管理学院,广东江门529020

出　　处：《五邑大学学报（社会科学版）》2017年第2期1-7,共7页Journal of Wuyi University(Social Sciences Edition)

基　　金：国家自然科学基金项目(批准号:71203162);国家旅游局旅游业青年专家培养计划资助项目(批准号:TYETP201332-2);广东省高等学校优秀青年教师培养计划资助项目(批准号:Yq2013158);五邑大学青年科研基金项目(批准号:2014sk07)部分成果

摘　　要：以开平碉楼与村落为例、基于581份有效问卷的调查数据、运用多元回归模型分析村落遗产地游客重游意愿的影响因素与作用机制,发现其影响因素主要有景区形象、认知态度、游客期望、游客满意度等。其中,认知态度是村落遗产地游客重游意愿的直接影响因素,景区形象和游客期望通过游客满意度对重游意愿产生间接影响。这一分析结果,为村落遗产地的市场开发提供了思路。An analysis of the influencing factors and mechanism of tourist revisiting willingness by adopting the multiple regression model based on the survey data obtained from 581 valid questionnaires concerning Kaiping Diaolou and Villages reveals that the main influencing factors of revisit intention are: tourist spot image,cognitive attitude,tourists' expectation and satisfaction. Of the four main factors,tourists' cognitive attitude is the direct influence factor,and the image of the sites and tourists' expectation indirectly influence the revisit intention through tourists' satisfaction. This research result provides a new approach to the market development for the heritage villages.

关 键 词：村落遗产地 重游意愿 多元回归分析 开平碉楼与村落 

分 类 号：F590.65[经济管理—旅游管理]