景区旅游亲和力对游客行为意向的影响研究——以山东省5A级景区为例  

An Inquiry into the Influence of Scenic Tourism Affinity on Tourists’Behavioral Intention——A Case Study of 5A Scenic Spots in Shandong Province

作　　者：李平[1] 张欣欣[1] LI Ping;ZHANG Xinxin(Ocean University of China, Qingdao 266100, Shandong, China)

机构地区：[1]中国海洋大学管理学院,山东青岛266100

出　　处：《四川旅游学院学报》2021年第2期68-74,共7页Journal of Sichuan Tourism University

摘　　要：以山东省5A级景区为研究对象,以携程、马蜂窝旅游网中的点评、游记为原始资料,使用扎根理论对景区旅游亲和力的概念与构成进行研究,并以此为基础,选取山东省内5A级景区进行调研,研究景区旅游亲和力及各要素对游客推荐意向、重游意向、口碑宣传的影响,结果表明:(1)景区旅游亲和力由景区行为场亲和力和景区氛围场亲和力构成,其中景区氛围场包括景区吸引物亲和力、景区设施亲和力,景区行为场亲和力包括景区宣传亲和力、主客交互亲和力;(2)景区旅游亲和力能够对游客行为意向产生显著影响;(3)旅游亲和力的构成要素中景区宣传亲和力、景区吸引物亲和力、主客交互亲和力均能对游客行为意向产生显著影响,但景区设施亲和力对其的影响不显著。基于以上分析,为景区进一步提升旅游服务、建设优质旅游景区提出有效的建议。This paper collected relevant comments and travel logs of 5A scenic spots in Shandong Province through Ctrip and Mafengwo,two major Chinese online travel agencies,to analyze the components of scenic tourism affinity.Based on the results of an analysis guided by Grounded Theory,this paper takes two 5A scenic spots of Shandong Province as research objects,and explores the influence of scenic tourism affinity and its components on tourists’intentions of revisiting,recommendation and word-of-mouth publicity.The findings are as follows.First,scenic tourism affinity is composed of two core dimensions:affinity of atmosphere field and affinity of behavior field.The former is made up of scenic attraction affinity and scenic facility affinity,while the latter scenic publicity affinity and interaction affinity between hosts and guests.Second,scenic tourism affinity has significant influence on tourists’behavioral intention.Third,among the components of scenic tourism affinity,scenic publicity affinity,scenic attraction affinity and interaction affinity between hosts and guests have a significant impact on tourists’behavioral intention,whereas scenic facilities affinity does not seem to exert any obvious impacts.Finally,the paper offers some constructive suggestions to help scenic spots improve their services and build high-quality tourist scenic spots.

关 键 词：景区旅游亲和力 行为意向 扎根理论 回归分析 5A景区 

分 类 号：F590[经济管理—旅游管理]