游客重游意愿影响因素研究——以喀什古城为例  

Research on Influencing Factors of Tourists'Revisit Intention:Taking Kashgar’s Ancient City as an Example

作　　者：刘伟 马丽霞[1] LIU Wei;MA Lixia

机构地区：[1]塔里木大学经济与管理学院,新疆阿拉尔市843300

出　　处：《商业经济》2024年第12期45-48,57,共5页Business & Economy

基　　金：兵团社科基金项目:兵团特色小镇生态位测评及建设路径研究(20YB30)。

摘　　要：旅游者的重游意愿是景区持续、健康发展的重要因素。以SOR理论为基础,引入推拉理论为前置变量,构建结构方程对喀什古城游客重游意愿数据进行分析。结果表明:旅游者的自身需求、旅游目的地的氛围、景区的风景风光、文化差异、地方特色美食、住宿体验会对旅游整体满意度产生影响,并最终对其重游意愿产生正向影响。旅游者自身需求及旅游目的地的氛围是关键的前置变量,会对景区的风景风光、文化差异、地方特色美食、住宿体验产生形成正向积极的影响。风景风光、文化差异、地方特色美食、住宿体验作为中介变量,均会正向影响游客的总体满意度,并通过游客总体满意度这一中介变量积极正向影响游客重游意愿。Tourists'revisit intention is an important factor for the sustainable and healthy development of scenic spots.Based on the SOR theory and introducing the push-pull theory as a pre-variable,a structural equation is constructed to analyze the data of tourists'revisit intention in the Ancient City of Kashgar.The results show that tourists'own needs,the atmosphere of the tourist destination,the scenery of the scenic spot,cultural differences,local specialty cuisines,and accommodation experiences have an impact on the overall tourism satisfaction and ultimately have a positive impact on their revisit intention.Tourists'own needs and the atmosphere of the tourist destination are the key pre-variables,which have a positive impact on the scenery of the scenic spot,cultural differences,local specialty cuisines,and accommodation experiences.Scenery,cultural differences,local specialty cuisines,and accommodation experiences,as intermediate variables,all have a positive impact on the overall satisfaction of tourists and positively affect tourists'revisit intention through the intermediate variable of the overall satisfaction of tourists.

关 键 词：重游意愿 旅游体验 重游意愿 喀什古城 

分 类 号：F592.7[经济管理—旅游管理]