基于客源地多重区位的民宿游客忠诚度调节机制  

Moderation Mechanism of Tourist Loyalty of the Homestay:Based on the Multiple Location of Tourist Source

作　　者：戴其文 郭子晶 DAI Qiwen;GUO Zijing(School of Economics and Management,Guangxi Normal University,Guilin 541004,Guangxi,China)

机构地区：[1]广西师范大学经济管理学院,广西桂林541004

出　　处：《经济地理》2023年第12期212-221,共10页Economic Geography

基　　金：国家自然科学基金地区项目(42061027);广西高等学校千名中青年骨干教师培育计划资助项目(2022QGRW002);滇黔桂边革命老区人文精神与社会发展研究基地2022年度课题(22JDZ01);广西师范大学国家级大学生创新创业训练计划项目(202310602025)。

摘　　要：旅游决策是旅游地理学的重要研究领域,而客源地对旅游决策的影响是人地关系的重要体现。基于阳朔民宿旅游者问卷调查数据,综合运用结构方程模型分析了民宿游客忠诚度的影响机制,重点探讨客源地区位结构的调节作用。结果表明:(1)体验质量增强了民宿游客的感知价值,且体验质量和感知价值提高了游客满意度。民宿物理环境和游客满意度均提升了忠诚度。(2)感知价值在体验质量与满意度之间发挥了部分中介作用。满意度在感知价值—忠诚度、物理环境—忠诚度、社会互动—忠诚度关系中均发挥了完全或部分中介作用。(3)客源地区位结构在民宿游客忠诚度形成机制中发挥着重要的调节作用。政区距离正向调节社会互动—满意度的关系,而文化距离负向调节社会互动—满意度的关系。区域距离正向调节满意度—忠诚度的关系,经济距离负向调节社会互动—感知价值的关系。The Tourism decision-making of tourists is an important research field in tourism geography,and the effect of tourist sources on tourism decision-making is also an important reflection of the human-environment relationship.Based on the questionnaire survey data of homestay tourists in Yangshuo,Guilin,this paper comprehensively uses the structural equation modeling to analyze the impact mechanism of tourist loyalty of the homestay,with a focus on exploring the moderating effect of the location structure of tourist source.The conclusions are as follows:1) There is a significant relationship between the experience quality,perceived value,satisfaction and loyalty for tourists of homestay.The experience quality of homestays enhances the perceived value of tourists,and the experience quality and perceived value increase tourist satisfaction.The physical environment of homestays and tourist satisfaction have both increased loyalty.2) Perceived value plays a partial mediating role between experience quality and satisfaction.Satisfaction plays a complete or partial mediating role in the relationships between perceived value and loyalty,physical environment and loyalty,and social interaction and loyalty.3) Location structure of tourist source plays an important moderation role in the loyalty mechanism of homestay tourists.The district distance of tourist source positively moderate the relationship between social interaction and satisfaction,while the cultural distance negatively moderates the relationship between social interaction and satisfaction.The regional distance plays a positive role in moderating the relationship between satisfaction and loyalty,while the economic distance plays a negative role in moderating the relationship between social interaction and perceived value.

关 键 词：旅游决策 民宿 游客忠诚度 满意度 客源地区位 人地关系 乡村旅游 

分 类 号：F590.63[经济管理—旅游管理]