目的地意象对游客忠诚的影响——满意度的中介作用  

The Influence of Destination Image on Tourist Loyalty——The Mediating Role of Satisfaction

作　　者：匡红云[1] 徐继红[1] 陈家瑞[1] 王莹[1] KUANG Hongyun;XU Jihong;CHEN Jiarui;WANG Ying(School of International Vocational Education, Shanghai Polytechnic University, Shanghai 201209, China)

机构地区：[1]上海第二工业大学高等职业技术(国际)学院,上海201209

出　　处：《上海第二工业大学学报》2017年第2期134-140,共7页Journal of Shanghai Polytechnic University

基　　金：上海财经大学研究生创新基金项目(CXJJ-2015-338)资助

摘　　要：以省域旅游目的地为研究对象,运用结构方程模型方法考察省域旅游目的地意象和游客满意对游客忠诚(重游意愿及推荐意愿)的影响作用。基于来自江西省的问卷调查数据,分析结果显示:省域旅游目的地意象显著影响游客满意和游客忠诚;游客满意显著影响游客忠诚;游客满意在旅游目的地意象和游客忠诚之间起部分中介作用。研究结果为江西省旅游管理工作提出具体建议,也为富有类似旅游资源的省份进行旅游目的地意象和游客忠诚管理提供参考借鉴。Taking provincial tourism destination as example,the structural equation model was investigated and compared the impacting effect of tourism destination image and tourist satisfaction on tourist loyalty(revisit intention and recommendation intention).Based on survey data from Jiangxi Province,the analyzing results showed that destination image significantly affected tourists satisfaction and visitor loyalty.Tourist satisfaction had significant effect on tourist loyalty.Visitor satisfaction played a partial mediating role between destination image and tourist loyalty.The results provide some suggestions for the tourism management for Jiangxi Province,and provide reference for management of destination image and tourist loyalty of provinces with similar tourism resources.

关 键 词：省域旅游目的地意象 游客满意 重游意愿 推荐意愿 中介作用 

分 类 号：F592.7[经济管理—旅游管理]