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旅游导刊  2020, Vol. 4 Issue (4): 56-73    DOI: 10.12054/lydk.bisu.134
研究论文     
古镇情境下旅游涉入、地方依恋对游客满意度的影响研究——以体验质量为中介
龙江智1,2(),段浩然1,何洋1
1.东北财经大学旅游与酒店管理学院 辽宁大连 116025
2.中国旅游研究院基础理论研究基地 辽宁大连 116025
A Study on the Impact of Tourist Involvement and Place Attachment on Satisfaction in Ancient Towns Tour: Tourist Experience Quality as a Mediator
LONG Jiangzhi1,2(),DUAN Haoran1,HE Yang1
1. School of Tourism and Hotel Management, Dongbei University of Finance&Economics, Dalian 116025, China
2. Research Center of Tourism Theories, China Tourism Academy, Dalian 116025, China
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摘要:

在旅游目的地竞争日益激烈的背景下,如何提高游客满意度已经成为地方旅游发展面临的重大实践课题,受到旅游业界和学界的广泛关注。随着大众旅游时代市场需求个性化、多样化、体验化日益彰显,旅游者越来越注重内在的情感体验,因而透过游客与目的地互动过程所构建的情感联系来理解和探究游客满意度的形成机制将是非常有意义的尝试。基于此,本文以古镇为研究情境,构建旅游涉入、地方依恋对游客满意度的综合影响模型。研究发现:(1)在古镇情境下,旅游涉入对满意度有积极影响,并通过中介变量地方依恋、体验质量产生间接影响;(2)游客与古镇之间的地方依恋对游客满意度既有显著的直接影响,又以体验质量为中介产生间接影响;(3)体验质量在游客满意度形成中发挥了重要的中介作用;(4)地方依恋和旅游涉入均是旅游体验质量的重要驱动因素。因此,古镇管理经营者应重视保护和塑造地方性,培育和强化游客的地方依恋,提升游客的涉入程度,优化旅游体验质量,不断提高游客满意度。

关键词: 旅游涉入地方依恋体验质量游客满意度    
Abstract:

Against the background of increasingly fierce competition among tourist destinations, one of the major practical issues in local tourism development is how to improve tourist satisfaction. This issue has attracted extensive attention from the tourism industry and academia. As the demands of tourists appear more individualized, diversified, and experiential in the era of mass tourism, emphasis has been increasingly placed on the inner emotional experience of tourists. Therefore, it is of great significance to explore and understand the formation mechanism of tourist satisfaction by examining the emotional connection between tourists and destinations. This paper uses ancient towns to build a comprehensive influence model of tourism involvement and place attachment in relation to tourist satisfaction. The results indicate the following. First, in the circumstances of ancient towns, tourist involvement has a positive effect on tourist satisfaction and has indirect effects, as place attachment and experience quality may affect their relationship. Second, tourists’ place attachment to ancient towns not only has a significant and direct effect on tourist satisfaction but also exerts an indirect effect, as it may add to the quality of the tourist experience, which in turn enhances tourist satisfaction. Third, the quality of the tourist experience plays an important mediating role in the formation of tourist satisfaction. Finally, both place attachment and tourist involvement are important drivers of tourism experience quality. Therefore, the tourism authorities and operators of ancient towns should strive to shape up and preserve the distinct features of their localities, cultivate and foster tourists’ place attachment to their localities, improve the degree of tourist involvement, and optimize their tourist experience quality to maximize tourist satisfaction.

Key words: tourist involvement    place attachment    experience quality    tourist satisfaction
收稿日期: 2019-07-19 出版日期: 2020-09-22
PACS:  F59  
基金资助: 国家社会科学基金“基于地方理论的旅游目的地体验品质驱动机制及优化路径研究”(项目编号:14BGL201)
作者简介: 龙江智(1974— ),男,湖南凤凰人,博士,东北财经大学旅游与酒店管理学院副教授,硕士生导师,研究方向:旅游生产理论和休闲消费行为。E-mail:longjiangzhidufe@126.com|段浩然(1991— ),男,河北石家庄人,东北财经大学硕士研究生,研究方向:旅游规划|何 洋(1994— ),女,江西宜春人,东北财经大学硕士研究生,研究方向:旅游规划。
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引用本文:

龙江智,段浩然,何洋. 古镇情境下旅游涉入、地方依恋对游客满意度的影响研究——以体验质量为中介[J]. 旅游导刊, 2020, 4(4): 56-73.

LONG Jiangzhi,DUAN Haoran,HE Yang. A Study on the Impact of Tourist Involvement and Place Attachment on Satisfaction in Ancient Towns Tour: Tourist Experience Quality as a Mediator. Tourism and Hospitality Prospects, 2020, 4(4): 56-73.

链接本文:

https://lydk.bisu.edu.cn/CN/10.12054/lydk.bisu.134        https://lydk.bisu.edu.cn/CN/Y2020/V4/I4/56

图1  概念模型
基本信息 组别 人数 百分比/% 基本信息 组别 人数 百分比/%
性别 175 45.3 月平均
收入
2 000元以下 125 32.4
211 54.7 2 001~4 000元 87 22.5
受教育
程度
小学 12 3.1 4 001~6 000元 83 21.5
初中 47 12.2 6 001~8 000元 33 8.5
中专或高中 94 24.4 8 001~10 000元 17 4.4
大学 218 56.5 10 001~12 000元 12 3.1
研究生及以上 15 3.9 12 001~15 000元 6 1.6
来凤凰
次数
初游者 317 82.1 15 000元以上 23 6.0
重游者 69 17.9
表1  游客人口统计特征
变量/维度 测量题项 标准化
因子负荷
平均方差抽取量 组合
信度
Cronbach’s α系数
旅游涉入 0.79 0.92 0.91
重要性 感觉时间过得快 0.69 0.56 0.79 0.78
旅游过程中很专注 0.71
这次的旅游经历很有意义 0.84
愉悦性 旅游过程中乐意参加各种旅游活动 0.59 0.59 0.85 0.82
沉迷欣赏优美景色 0.74
旅游带来很多乐趣 0.84
非常享受这次的旅游经历 0.86
象征性 在旅游时能做回自己 0.74 0.57 0.80 0.78
在旅游过程中关注新鲜事物 0.71
这次的旅游如同给自己的一份礼物 0.82
地方依恋 0.83 0.91 0.92
地方依赖 凤凰古城对我来说是一个特别的地方 0.73 0.59 0.85 0.84
在凤凰古城的旅游经历独一无二 0.68
相比其他古镇,凤凰古城带给我更多满足感 0.83
相比其他古镇,我更喜欢凤凰古城 0.82
地方认同 认为自己就像是凤凰古城的一分子 0.80 0.70 0.90 0.88
对凤凰古城充满眷恋 0.89
对凤凰古城有强烈认同感 0.87
在凤凰古城找到了真正的自己 0.78
旅游体验质量 经常忘记时间的流逝 0.73 0.64 0.84 0.79
沉浸其中忘记周围事物 0.85
忘记日常烦恼,享受当下 0.81
游客满意度 对这次来凤凰旅游很满意 0.78 0.65 0.85 0.82
这次来凤凰旅游是明智的 0.85
这次来凤凰旅游经历正是我期待的 0.79
表2  信度和效度分析结果
统计检验量 适配的标准或临界值 是否满足条件
绝对适配度指数
GFI=0.952 >0.9 满足
AGFI=0.916 >0.9 满足
RMR=0.019 <0.05 满足
RMSEA=0.068 <0.08 满足
增值适配度指数
NFI=0.971 >0.9 满足
CFI=0.981 >0.9 满足
简约适配度指数
CN=2.796 <5 满足
PGFI=0.548 >0.5 满足
表3  模型适配度
图2  模型估计结果 注:EQ1、EQ2、EQ3分别代表旅游体验质量的3个题项;S1、S2、S3分别代表游客满意度的3个题项(见表2)
理论假设 标准化路径系数 p 检验结果
H1:旅游涉入→游客满意度 0.271 0.004 接受
H2:旅游涉入→地方依恋 0.871 0.000 接受
H3:地方依恋→游客满意度 0.339 0.001 接受
H4:旅游体验质量→游客满意度 0.348 0.000 接受
H5:旅游涉入→旅游体验质量 0.424 0.000 接受
H6:地方依恋→旅游体验质量 0.506 0.000 接受
表4  各变量直接效应假设检验结果
变量关系 标准化直接效应 标准化间接效应 标准化总效应
旅游涉入→满意度 0.271** 0.596** 0.867**
地方依恋→满意度 0.339** 0.176* 0.515**
表5  间接效应的bootstrap检验结果
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