体育特色小镇游客感知价值、满意度与重游意愿的关系研究  

A Study of Tourists’Perceived Value and Satisfaction in Relation to Revisit Willingness of Sports Town

作　　者：张睿 谭宏[1] Zhang Rui;Tan Hong(School of Physical Education and Health,Southwest University of Science and Technology,Mianyang 621000,China)

机构地区：[1]西南科技大学体育与健康学院,四川绵阳621000

出　　处：《体育科技文献通报》2022年第9期187-191,235,共6页Bulletin of Sport Science & Technology

基　　金：国家社会科学基金项目(项目编号:14CTY006)。

摘　　要：本文选取我国川渝地区体育特色小镇的467名游客进行问卷调查,以探讨体育特色小镇游客感知价值、满意度和重游意愿之间的关系,寻求提高小镇竞争优势,推进小镇可持续发展的有效途径。结果显示:体育特色小镇游客的感知价值包括情感价值、知识价值、资源与服务价值和社会价值四个维度,各维度对整体感知价值均有积极影响。此外,整体感知价值对满意度有显著正向影响,满意度对重游意愿有显著正向影响,整体感知价值对重游意愿有显著正向影响,满意度在整体感知价值和重游意愿之间起部分中介作用。基于上述结论,建议:小镇管理者应激发游客的潜在情感,努力承接高级别的体育赛事,致力于产品开发和设施打造,多渠道了解游客的满意度等,形成独特的竞争优势,最终达到吸引游客重游的目的。The paper studies tourists’perceived value and satisfaction in relation to their willingness of revisit to sports and leisure town,aimed to find an effective way to improve the competitive advantage of the town and promote sustainable development.467 tourists from Sichuan and Chongqing were surveyed by a questionnaire.Findings show that the tourists’perceived value of the sports town includes four aspects:emotional value,knowledge value,resource and service value and social value,each of which has a positive influence on the overall perceived value.In addition,the overall perceived value has a remarkably positive influence on satisfaction,and satisfaction has a significant positive impact on the willingness to revisit.The overall perceived value has a significant positive influence on the willingness to revisit.Satisfaction has a partly mediating role between the overall perceived value and the willingness to revisit.In the light of the above conclusions,the paper puts forward suggestions that the town management team should spark up the deep feelings of tourists,strive to organize high-profile sports events,devote themselves to product development and facilities building,and understand tourists satisfaction via multiple channels,so as to establish a unique competitive advantage,to attract tourists’revisits to the town.

关 键 词：体育特色小镇 游客 感知价值 满意度 重游意愿 

分 类 号：G80-05[文化科学—运动人体科学]