民族文化旅游景区服务质量感知对游客行为意愿的影响研究——游客满意度的中介效应  

On the Impacts of Service Quality Perception on Behavioral Intentions in Ethnic Cultural Tourist Attractions:Mediating Effect of Tourist Satisfaction

作　　者：周文丽 张海玲 ZHOU Wen-li;ZHANG Hai-ling(Lanzhou University of Finance and Economics,Lanzhou,Gansu,730030,China)

机构地区：[1]兰州财经大学工商管理学院,甘肃兰州730030 [2]兰州财经大学,甘肃兰州730030

出　　处：《武汉商学院学报》2022年第1期5-12,共8页Journal of Wuhan Business University

基　　金：甘肃省高等学校创新能力提升项目《“一带一路”背景下甘肃省旅游形象优化研究》;兰州市社科规划项目《兰州市文旅融合发展水平及影响因素研究》(项目编号:20-005B)。

摘　　要：游客对民族文化旅游景区服务质量的正向感知和行为意愿可以使该类景区更好地迎合旅游需求,从而有利于民族文化旅游的可持续发展以及中华传统民族文化的传播和传承。以民族文化旅游景区的游客为调研对象,探索性地构建民族文化旅游游客服务质量感知维度并验证其合理性。接着运用AMOS23.0构建结构方程模型,检验“民族文化旅游景区游客服务质量感知、满意度、行为意向”三者的内在作用机制。研究表明:(1)游客服务质量感知包括景区设施、配套服务、人文资源和自然资源四个维度;(2)游客服务质量感知四个维度对游客行为意向均具有显著正向影响;满意度对游客服务质量感知和行为意向皆具有中介效应。Positive service quality and behavior intention of tourists can make ethnic cultural tourist attractions meet the needs of tourism better,which is conducive to the sustainable development of ethnic cultural tourism and the spreading and inheritance of traditional Chinese ethnic culture.Taking tourists of ethnic cultural tourist attractions as objects,the paper probes into the construction of the dimension of service quality perception and verifies the rationality.Then it constructs the structural equation model(SEM)by using Amos23.0 so as to examine the internal mechanism among service quality perception,satisfaction and behavioral intention of tourists.The results show that:(1)the service quality perception of tourists includes such four dimensions as scenic spot facilities,supporting services,human resources and natural resources;(2)these four dimensions have a significant positive impact on tourists’behavioral intention;satisfaction has a mediating effect on tourists’perception of service quality and behavioral intention.

关 键 词：民族文化旅游 服务质量感知 满意度 行为意愿 结构方程模型 

分 类 号：F592.7[经济管理—旅游管理]