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作 者:戴其文 代嫣红 陈泽宇 姚莉 韦柳君 徐伟 DAI Qiwen;DAI Yanhong;CHEN Zeyu;YAO Li;WEI Liujun;XU Wei(School of Economics and Management,Guangxi Normal University,Guilin 541004;School of Culture and Communication,Guilin Tourism University,Guilin 541006,China)
机构地区:[1]广西师范大学经济管理学院,广西桂林541004 [2]桂林旅游学院文化与传播学院,广西桂林541006
出 处:《地理与地理信息科学》2023年第4期138-144,共7页Geography and Geo-Information Science
基 金:国家自然科学基金项目(42061027);广西科技计划项目(桂科AD20159071);广西哲学社会科学规划研究课题(20CJY004);广西创新驱动发展专项(桂科AA20161002-1);广西师范大学经济管理学院研究生创新项目(JG2022008);广西师范大学国家级大学生创新创业训练计划项目(202110602033)。
摘 要:基于计划行为理论构建民宿旅游者“感知价值—满意度—忠诚度”的理论模型,选取阳朔的民宿旅游者为调查对象,采用结构方程模型和中介效应检验等方法,验证民宿旅游者的感知价值、满意度和个人因素对忠诚度的影响机理。结果表明:(1)民宿旅游者的感知价值、满意度和忠诚度之间的理论关系模型基本得到证实。民宿旅游者的感知价值可直接提升忠诚度,也可通过低满意度间接削弱忠诚度。总体上,民宿旅游者的感知价值提升了忠诚度。(2)因为民宿旅游者的实际体验未达到预期,其感知价值抑制了满意度,而民宿旅游者较低的满意度并不显著影响忠诚度。(3)民宿旅游者的个人因素不影响忠诚度,也不能通过感知价值和满意度间接影响忠诚度,也未能通过感知价值影响满意度。最后,从民宿经营者、政府和管理机构3个层面提出政策启示。In this study,a theoretical model of"perceived value-satisfaction-loyalty"of homestay tourists is constructed based on the theory of planned behavior.By selecting homestay tourists in Yangshuo as the respondents,using several methods such as questionnaire survey,structural equation model and mediation effect test,the influence mechanism of homestay tourists'perceived value,satisfaction and personal factors on loyalty is analyzed.The conclusions are drawn as follows.①The theoretical relationship model among homestay tourists'perceived value,satisfaction and loyalty is basically confirmed.The perceived value of homestay tourists can directly increase loyalty,also indirectly weaken loyalty through low satisfaction.Overall,the perceived value of homestay tourist increases loyalty.②The perceived value of homestay tourists inhibits satisfaction since the actual experience of tourists dose not meet their expectations.The lower satisfaction of homestay tourists has no significant effect on loyalty.③Personal factors of homestay tourists do not affect loyalty,nor do they indirectly affect satisfaction through perceived value.Finally,the policy implications are put forward from the perspectives of homestay operators,government and management agencies.
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