滑雪旅游服务高质量供给路径与策略:一项滑雪游客忠诚度影响因素的实证研究  

Paths and Strategies for the High-Quality Supply of Ski Tourism Services:An Empirical Study of Factors Influencing Skiers'Loyalty

作　　者：亓顺红 王敏[1] 李娟[1] 田慧[1] QI Shunhong;WANG Min;LI Juan;TIAN Hui(School of International Sport Organizations,Beijing Sport University,Beijing 100084,China)

机构地区：[1]北京体育大学国际体育组织学院,北京100084

出　　处：《山东体育学院学报》2023年第5期70-79,共10页Journal of Shandong Sport University

基　　金：国家体育总局冬季运动管理中心科技服务项目(编号:2140943406)。

摘　　要：探究滑雪场服务质量对滑雪游客忠诚度的影响机制,为实现滑雪旅游服务高质量供给提供实证参考。该文采用问卷调查法分析了滑雪场服务质量各维度对游客忠诚度的影响强度,检验了游客满意度在该路径中的中介作用以及游客类型、滑雪水平的调节作用。研究发现:(1)配套设施、滑雪设施和可达性均正向显著影响游客忠诚度,并通过游客满意度传递中介效应,滑雪场消费对游客忠诚度无显著影响;(2)配套设施对游客忠诚度的总效应最大,其次为可达性和滑雪设施;(3)游客类型、滑雪水平均在上述路径中具有显著的调节作用。建议:重点完善滑雪场配套设施、滑雪设施和可达性建设;针对不同的游客类型和滑雪水平群体,制定并实施差异化发展策略;整合优质滑雪旅游资源,提升品牌联合竞争优势;加强大型滑雪度假综合体建设,满足不同细分市场的消费需求。In order to explore the mechanism by which service quality attributes in ski resorts affect skiers'loyalty,so as to provide empirical reference for the high-quality supply of ski tourism services,this study,using questionnaire survey,examines the impact of different constructs in service quality of ski resorts on skiers'loyalty,the mediating role of skier satisfaction in the said paths,as well as the moderating role of visitor type and skiing skill levels.The results indicate that:(1)Amenities,skiing facilities,accessibility are all found to have a positive and significant effect on skiers'loyalty,and skier satisfaction partially mediates the relationship;resort expenditure is not a significant antecedent of skiers'loyalty.(2)Amenities have the greatest total effect on skiers'loyalty,followed by accessibility and skiing facilities.(3)Both visitor type and skiing skill levels have a moderating effect on the above-mentioned relationships.It has been suggested that destination management is advised to focus on the perfection of amenities,skiing facilities,and accessibility;differentiated development strategies should be designed and implemented towards different market segments in terms of visitor type and skiing skill levels;advantageous skiing tourism resources should be integrated to improve competitive advantage of co-branding;large ski resort complexes could be built to meet the consumption demand of different market segments.

关 键 词：滑雪场服务质量 高质量供给 游客忠诚度 游客满意度 游客类型 滑雪水平 

分 类 号：G80-052[文化科学—运动人体科学] G863.1[文化科学—体育学]