旅游者感知价值对重游意向影响的实证研究——旅游者满意和风险可能性的作用  

Empirical Research on Tourists Perceived Value Influence to Revisit Intention:The Role of Tourists Satisfaction and Risk Probability

作　　者：郭安禧[1,2] 郭英之 李海军[3] 孙雪飞 宋长海 

机构地区：[1]复旦大学工商管理博士后流动站,上海200433 [2]上海商学院酒店管理学院,上海201400 [3]复旦大学旅游学系,上海200433 [4]上海财经大学国际工商管理学院,上海200433

出　　处：《旅游学刊》2018年第1期63-73,共11页Tourism Tribune

基　　金：国家自然科学基金项目"基于旅游目的地的旅游客源忠诚度区域差异的实证研究"(71373054);"基于旅游感知的旅游业发展对农业目的地社区居民生活质量影响的实证研究"(71073029);中国博士后基金面上项目"古镇旅游地社区居民旅游发展态度形成机理及其空间差异"(2016M601516)共同资助~~

摘　　要：文章基于"认知-情感-意向"关系理论,以旅游者满意为中介和风险可能性为调节,研究了旅游者感知价值对重游意向的影响机制。以赴河南省3个景区的500名团队旅游者为研究对象,结果表明:(1)旅游者感知价值维度中的实体价值、经济价值、学习价值对重游意向有显著正向影响;(2)旅游者满意分别在实体价值、学习价值与重游意向的关系中起部分中介作用,在经济价值与重游意向的关系中起完全中介作用;(3)旅游者感知的风险可能性越小,实体价值与旅游者满意之间的正向关系越强。The intention of tourists to revisit is linked to the sustainable development of touristic destinations, and has already become an important theme and focus in tourism studies and the industry.It is thought that the perceived value of tourists is a key element influencing tourist consumption and decision-making, as well as tourist satisfaction and intention to revisit. However when it comes to research on the mechanism that shapes tourists＇ intention to revisit, previous studies have often considered tourist perceived value an overall construct, neglecting its complexity and multidimensionality. The role that the different dimensions of tourist perceived value play has rarely been discussed.Referring to questionnaire surveys answered by 500 group tourists that visited the scenic areas of Yuntai Mountain, the Longmen Grottoes and the Shaolin Temple, on the basis of the＂PerceptionEmotion-Intention＂relational theory, the present study probes into the issue of whether or not as well as how the different dimensions of tourist perceived value exert an influence on the intention to revisit,as well as the mediating and regulating effect of tourist satisfaction and risk probability in this relation.We have randomly divided our master sample（S=500） into subsample 1（S1=200） and subsample 2（S2=300）. By conducting an EFA on subsample 1, we have discerned three dimensions for tourist perceived value, i.e. physical value, economic value, and learning value, and conducted research by substituting them as tourist perceive value variables in our theoretical model. Results indicate that：（1） physical value, economic value and learning value all have an appreciable impact on the formation of the intention to revisit;（2） tourist satisfaction partially mediates the relation between the intention to revisit and physical value and learning value, but fully mediates the relation between the intention to revisit and economic value;（3） risk probability negatively regulates the relation between physical value

关 键 词：感知价值 旅游者满意 重游意向 风险可能性 

分 类 号：F59[经济管理—旅游管理]