湿地公园属性因素及满意对游客忠诚的影响——以哈尔滨市5个湿地公园为例  

Impact of Wetland Park Attributes and Satisfaction on Visitor Loyalty——A Case Study of Five Wetland Parks in Harbin

作　　者：夏凌云[1,2] 于洪贤 

机构地区：[1]东北林业大学野生动物资源学院,黑龙江哈尔滨150040 [2]东北农业大学文法学院,黑龙江哈尔滨150030

出　　处：《湿地科学》2017年第3期396-403,共8页Wetland Science

基　　金：国家自然科学基金项目(40830535)资助

摘　　要：建立湿地公园可以兼顾湿地保护和旅游休闲,是符合我国经济社会发展需要的湿地保护模式。近10年来我国湿地公园快速发展,但如何保持游客满意,提高湿地公园的运营效益,走上"以游养保"的途径,相关的理论研究还比较薄弱。本研究构筑了基于湿地公园属性满意、总体满意、游客忠诚的结构方程模型,并对哈尔滨市5个湿地公园的736名游客进行了问卷调查。实证研究表明:(1)总体满意是游客忠诚的强烈驱动因素;(2)游客的属性满意可划分为资源设施满意和服务满意两个维度,属性满意正向影响游客的总体满意;(3)属性满意两个维度中,游客对湿地公园的资源设施满意对游客忠诚具有直接、正向影响,游客对湿地公园的服务满意对游客忠诚不具有直接、正向影响;(4)总体满意在游客资源设施满意与游客忠诚之间起部分中介作用,在游客服务满意与游客忠诚之间起完全中介作用。研究旨在为湿地公园的经营与管理提供参考。Wetland parks have dual functions, including enabling environmental protection and providing tour- ism/leisure services, which is an appropriate pattern to protect wetland according with economic and society development in China. Wetland parks developed rapidly in the last 10 years, however the researches about how to maintain visitor loyalty, improve economic performance and going on the track of take advantage of tourism to promote wetland protection had been studied weakly. This study constructed a structural equation model to assess the relationships between attribute satisfaction, overall satisfaction and loyalty of visitors us- ing a sample of 736 visitors from five wetland parks located in Heilongjiang province, China. The results showed that overall satisfaction was the most important factor influencing visitor loyalty; the visitors＇ attri- bute satisfaction toward wetland parks could be divided into resource/facility satisfaction and service satisfac- tion, and that attribute satisfaction influenced overall satisfaction positively; of the two attribute satisfaction categories, resource/facility satisfaction has direct and positive impacts on visitor loyalty, while service satis- faction had not direct and positive impacts on visitor loyalty; and overall satisfaction partially mediated the re- lationship between resource/facility satisfaction and visitor loyalty and overall satisfaction mediated the rela- tionship between service satisfaction and visitor loyalty fully. The study might provide references for the oper- ation and management of wetland parks.

关 键 词：湿地公园 属性 满意 游客 忠诚 

分 类 号：F590-05[经济管理—旅游管理] X37[经济管理—产业经济]