仿古镇型旅游景区游客真实性感知、满意度与重游意愿研究——以浙江湖州太湖古镇为例  

Research on Tourists' Real Perception, Satisfaction, and Willingnessto Revisit in Imitation Ancient Town Tourist Attraction

作　　者：石张宇 齐文权 SHI Zhangyu;QI Wenquan(Zhejiang Gongshang University Hangzhou College of Commerce,Hangzhou 311508,Zhejiang,China;School of Tourism and Urban-Rural Planning,Zhejiang Gongshang University,Hangzhou 310018,Zhejiang,China)

机构地区：[1]浙江工商大学杭州商学院,浙江杭州311508 [2]浙江工商大学旅游与城乡规划学院,浙江杭州310018

出　　处：《旅游研究》2024年第1期45-55,共11页Tourism Research

基　　金：教育部人文社会科学基金青年项目“社会网络视角下游客参与旅游体验价值共创机理及促进对策研究”(19YJC630083)。

摘　　要：文章以真实性感知理论为基础,提出仿古镇型旅游景区的概念,并构建仿古镇型旅游景区情境下游客真实性感知—重游意愿研究模型,以探究游客真实性感知对游客满意度及其重游意愿的影响机制。结果表明:游客客观主义真实性感知正向影响存在主义真实性感知、满意度和重游意愿,游客存在主义真实性感知亦正向影响满意度和重游意愿,且影响强度更大;满意度在游客客观主义真实性感知和存在主义真实性感知对重游意愿的影响中起着中介作用。仿古镇型旅游景区开发过程中要尽量完善供给要素,强化自身特色、做强长板,积极举办大型活动和文化演艺,增强仿古镇型旅游景区实用性。Based on the theory of authentic perception,this paper proposes the concept of imitation of ancient town tourist attractions,constructs a research model of tourists'authentic perception and willingness to revisit in the context of imitation of ancient town tourist attractions,and attempts to explore the impact mechanism of tourists'authentic perception on tourists'satisfaction and willingness to revisit.The results show that tourists'objectivism authentic perception positively affects existential authentic perception,satisfaction,and willingness to revisit,while tourists'existentialism authentic perception also positively affects satisfaction and willingness to revisit,with greater impact intensity;satisfaction plays a mediating role in the impact of tourists'objective and existential true perceptions on their willingness to revisit.In the development process of imitation ancient town tourist attractions,it is necessary to improve the supply factors as much as possible,strengthen our characteristics and advantages,actively organize large-scale activities and cultural performances,and enhance the practicality of imitation ancient town tourist attractions.

关 键 词：仿古景区 真实性感知 满意度 重游意愿 

分 类 号：F59[经济管理—旅游管理]