世界文化遗产地认知对游客满意度及忠诚度的影响——以杭州为例  

The impact of World Cultural Heritage Sites'cognition on visitor satisfaction and loyalty:Taking Hangzhou as an example

作　　者：顾雅青 崔凤军 GU Yaqing;CUI Fengjun(Alibaba Business School,Hangzhou Normal University,Hangzhou 311121,China;Qianjiang College,Hangzhou Normal University,Hangzhou 310018,China;Institute of Culture and Tourism,Taizhou University,Taizhou 318000,China)

机构地区：[1]杭州师范大学阿里巴巴商学院,杭州311121 [2]杭州师范大学钱江学院,杭州310018 [3]台州学院文化和旅游研究院,台州318000

出　　处：《世界地理研究》2023年第5期138-147,共10页World Regional Studies

基　　金：国家社科基金项目(21BH148);浙江省软科学研究计划项目(2020C35084);杭州师范大学钱江学院科研项目。

摘　　要：随着遗产旅游的迅速发展,游客的体验及其影响已不容忽视。但目前的研究多忽略了遗产旅游地的特殊性即遗产价值,也较少关注到旅游中“认知”的作用。因此本文在传统“ACSI”模型基础上引入“认知”变量,以拥有三大世界文化遗产的杭州为研究案例地,通过文献整理、实地考察、问卷调研和半结构化访谈等方法对游客认知进行测度并构建“认知-感知-忠诚度”模型,探讨“认知”对“满意度”“忠诚度”的影响和作用机理。研究表明:(1)游客对杭州三大世界文化遗产认知不足;(2)世界文化遗产认知对预期质量、感知质量和感知价值存在显著正向影响;(3)世界文化遗产认知对遗产旅游的满意度和忠诚度直接产生正向影响。世界文化遗产旅游地活动兼具“休闲”与“求知”的二元属性,因此不能忽略游客对世界文化遗产的认知,需关注到其本身的价值和游客的求知动机。本研究的发现可为遗产旅游地管理者和旅游企业提供理论借鉴。With the rapid development of heritage tourism,the experience and impact of tourists must be reckoned with.However,current research has mostly downplayed the special characteristics of heritage tourism sites—heritage values,and little attention has been paid to the role of"cognition"in tourism.Therefore,based on the traditional"ACSI"model,this paper introduces"cognitive"variables,and takes Hangzhou,which has three world heritage sites,as a case study,to measure tourists'cognition using literature,fieldwork,questionnaires and semi-structured interviews.The model of"cognition-perception-loyalty"is constructed to explore how cognition influences satisfaction and loyalty.The results of the study show that:(1)the tourists'cognition of the three major world heritage sites in Hangzhou is inadequate;(2)the cognition of world cultural heritage sites has significant positive effects on expected quality,cognitive quality and cognitive value;(3)the cognition of world cultural heritage sites has direct positive effects on satisfaction and loyalty of heritage tourism.The findings of this study not only enrich tourist research,but also provide theoretical references for managers and tourism enterprises in heritage tourism sites.

关 键 词：世界文化遗产 遗产旅游 认知 忠诚度 ACSI模型 

分 类 号：G127[文化科学] F592.7[经济管理—旅游管理]