红色文化旅游游客服务质量感知对行为意愿的影响研究  

A Study on the Impacts of Service Quality Perception on Behavioral Intentions in Red Culture Tourism

作　　者：曹月娟 CAO Yuejuan(Zhejiang University of Media and Communications,Hangzhou 310018,China)

机构地区：[1]浙江传媒学院,浙江杭州310018

出　　处：《旅游科学》2020年第3期94-102,共9页Tourism Science

基　　金：浙江省软科学研究计划一般项目“新媒体时代浙江省红色文化协同传播研究”(2019C35057)。

摘　　要：游客对红色文化旅游服务质量的感知及行为意愿对红色文化旅游的可持续发展,以及中国特色社会主义新时代文化的传播和传承具有重要意义。本文以红色文化旅游景区的游客为调研对象,构建红色文化旅游景区基础设施、景区配套服务、游客服务质量感知及其行为意愿的结构方程模型,检验“景区设施服务-游客感知-行为意愿”三者的路径关系。研究表明:红色文化旅游景区的基础设施和配套服务均对游客的服务质量感知有显著正向影响,而游客服务质量感知直接影响游客行为意愿;交通等基础设施良好也可提升红色文化旅游景区的配套服务。Service quality and behavior intention of red culture tourism are of great significance to the sustainable development of red culture tourism and the spreading and inheritance of culture in the new era of socialism with Chinese characteristics.This paper took visitors of red cultural tourism as objects,constructed a structural equation model of infrastructure construction,tourist service,service quality perception and behavior intention of red culture tourism,and empirically analyzed the path relationship of the SEM.The results show that:infrastructure and service personnel of red culture tourism have significant positive impact on the service perception quality of red tourists,and high-quality service perception directly affects the satisfaction and the behavior intention of repeated red culture tours.At the same time,it is found that red culture tourism scenic spots with perfect infrastructure such as transportation and tourism service also positively support the service quality of this sector.

关 键 词：红色文化旅游 服务质量感知 行为意愿 结构方程模型 

分 类 号：F590.7[经济管理—旅游管理]