基于旅游质量中介变量的体育旅游中动机、期望与游客满意度关系研究  

Relationship between Motivations and Expectation and the Satisfaction of Tourists for Sports Tourism Based on Tourism Quality as Mediator Variable

作　　者：黄子璇 孔艺丹 曹雨薇 曹芳东[1] 周春林[1,3] HUANG Zixuan;KONG Yidan;CAO Yuwei;CAO Fangdong;ZHOU Chunlin(School of Geography Science,Nanjing Normal University,Nanjing 210023,China;Jiangsu Center for Collaborative Innovation in Geographical Information Resource Development and Application,Nanjing 210023,China;Nanjing Institute of Tourism and Hospitality,Nanjing 211100,China)

机构地区：[1]南京师范大学地理科学学院,南京210023 [2]江苏省地理信息资源开发与利用协同创新中心,南京210023 [3]南京旅游职业学院,南京211100

出　　处：《地域研究与开发》2018年第6期82-87,共6页Areal Research and Development

基　　金：国家自然科学基金项目(41771154)

摘　　要：从游客视角出发,以旅游质量为中介变量,构建体育旅游活动中旅游动机、期望和游客满意度关系模型,运用结构方程模型进行定量分析,探讨游客满意度的形成机理。结果表明:体育旅游动机对旅游质量产生显著正向影响;体育旅游者期望对旅游质量产生显著正向影响;体育旅游质量对游客满意度产生显著正向影响;体育旅游质量在旅游动机、期望与游客满意度之间起到完全中介作用,说明体育旅游动机和期望通过旅游质量间接影响游客满意度。因此,体育旅游目的地管理者必须注重旅游体验管理,制定针对性的营销策略,引导旅游者树立合理的期望水平及全面提升服务质量。From the perspective of tourists, a structural model of tourism motivation, tourist expectation and tourist satisfaction was established with tourism quality as a mediator variable. The paper applied a structural equation model to make a quantity analysis and explored the formative mechanism of tourist satisfaction. The results showed that sports tourism motivation has significant positive impact on tourism quality, sports tourist expectation has significant positive impact on tourism quality, sports tourism quality has an obvious positive effect on tourist satisfaction, tourism quality play a meditating role in tourism motivations, tourist expectation and tourist satisfaction towards sports tourism, indicating tourism motivation and tourist expectation for sports tourism through tourism quality effect on tourist satisfaction. Therefore, sports tourism destination managers must pay attention to tourism experience management, develop targeted marketing strategies, guide tourists to establish a reasonable level of expectations and comprehensively improve service quality.

关 键 词：体育旅游 旅游动机 期望 旅游质量 游客满意度 中介变量 

分 类 号：F590.1[经济管理—旅游管理]