民俗文化旅游游客忠诚度影响因素分析——以蚌埠市花鼓灯嘉年华为例  

Analysis of Factors Influencing Tourist Loyalty in Folk Culture Tourism——A Case Study of the Flower Drum Lantern Carnival in Bengbu City

作　　者：张琪 左晓玮 ZHANG Qi ZUO;Xiao-wei(Anhui International Studies University,Hefei,Anhui,231201,China)

机构地区：[1]安徽外国语学院,安徽合肥231201

出　　处：《武汉商学院学报》2025年第1期11-16,共6页Journal of Wuhan Business University

基　　金：安徽省高校科研一般项目《融媒体背景下蚌埠市文化旅游产业营销策略研究》(项目编号:SK2023B006)。

摘　　要：提升民俗文化旅游游客忠诚度是中国文旅融合战略实施的重要环节。以蚌埠市花鼓灯嘉年华旅游景区的游客为调研对象,构建民俗文化旅游游客感知价值、游客满意度和游客忠诚度的结构方程模型,检验“感知价值-满意度-忠诚度”三者的路径关系。研究表明:(1)民俗文化旅游游客感知功能价值、服务价值、文化价值和成本价值均正向影响游客忠诚度,并通过游客满意度传递中介效应。(2)功能价值对游客忠诚度的总效应最大,其次为文化价值、服务价值和成本价值。(3)文化价值对游客满意度的总效应最大,其次为功能价值、服务价值和成本价值。据此,应完善基础设施建设、提升景区服务质量、营造民俗文化氛围、降低游客出行成本,以强化游客感知价值,进而不断提升游客满意度和忠诚度。Enhancing tourist loyalty in folk culture tourism is a crucial aspect of integrating China's culture and tourism.This study focuses on tourists visiting the Flower Drum Lantern Carnival in Bengbu City,and constructs a structural equation model to examine the path relationships among perceived value,tourist satisfaction,and tourist loyalty.The findings indicate that:(1)Tourists'perceived functional value,service value,cultural value,and cost value positively affect their loyalty,mediated by tourist satisfaction;(2)Functional value has the largest total effect on tourist loyalty,followed by cultural value,service value,and cost value;(3)Cultural value has the largest total effect on tourist satisfaction,followed by functional value,service value,and cost value.Accordingly,it is suggested that we should improve infrastructure,enhance the service of scenic spots,create a folk cultural atmosphere,and reduce travel costs to strengthen tourists'perceived value,thus continuously improving their satisfaction and loyalty.

关 键 词：民俗文化旅游 游客感知价值 游客满意度 游客忠诚度 

分 类 号：F592.7[经济管理—旅游管理] G127[经济管理—产业经济]