民宿旅游者地方依恋、满意度与忠诚度关系研究——以杭州临安为例  

Study on the Relationship Between Place Attachment,Satisfaction and Loyalty of B&B Tourists——Taking Lin’an Hangzhou as An Example

作　　者：黄旭 常丽丽 顾晓艳[2] HUANG Xu;CHANG Li-li;GU Xiao-yan(School of Management,Shanghai University of Engineering Science,Shanghai 201620,China;School of Tourism and Health,Zhejiang Agriculture and Forestry University,Hangzhou 311300,China)

机构地区：[1]上海工程技术大学管理学院,上海201620 [2]浙江农林大学旅游与健康学院,杭州311300

出　　处：《经济研究导刊》2022年第34期67-70,共4页Economic Research Guide

基　　金：浙江省哲学社会科学规划研究课题“森林环境下旅游者的环境行为特征及影响因素研究”(16NDJC242YB);浙江省文化和旅游厅科研项目“供需平衡视角下浙江省自然保护地生态旅游融合发展研究”(2021KYY028)。

摘　　要：以杭州临安民宿旅游者为研究对象,运用结构方程模型,分析乡村民宿旅游者地方依恋、满意度与忠诚度之间的关系。结果表明,乡村民宿旅游者满意度对地方依恋、忠诚度均有显著的正向影响,地方认同能正向影响忠诚度,并能在满意度与忠诚度之间起中介作用,但地方依赖对忠诚度的影响未得到证实。在此基础上,从环境营造与服务管理、品牌塑造提升、营销策划等方面,提出增强旅游者对民宿的地方依恋感与满意度,以促进忠诚行为发生的对策建议。The study takes the tourists of Lin’an Hangzhou B&B as a research object,using structural equation model and analyzing the relationship of place attachment,satisfaction and loyalty.The results show that:Tourist satisfaction has a significant positive impact on place attachment and loyalty.Place identity positively affects loyalty and played a mediating role between satisfaction and loyalty,but the positive relationship between place dependency and loyalty doesn’t confirmed.Finally,from the aspects of environmental construction and service management,brand building promotion,marketing planning,etc.,it puts forward countermeasures and suggestions to enhance tourists’attachment to and satisfaction with B&B,so as to promote the occurrence of loyalty behavior.

关 键 词：地方依恋 满意度 忠诚度 民宿旅游者 

分 类 号：F592[经济管理—旅游管理]