Please wait a minute...
  •  

微信公众号

编辑部微信号

旅游导刊
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
 全文: PDF(2314 KB)   HTML
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。
服务　　
把本文推荐给朋友
加入引用管理器
E-mail Alert
RSS
作者相关文章　　
龙江智
段浩然
何洋

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    或    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 男 175 45.3 月平均
收入		 2 000元以下 125 32.4
女 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值 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
[1] Akama J S, Kieti D M. Measuring tourist satisfaction with Kenya’s wildlife safari: A case study of Tsavo West National Park[J]. Tourism Management, 2003,24(1):73~81.
doi: 10.1016/S0261-5177(02)00044-4
[2] Alegre J, Garau J. Tourist satisfaction and dissatisfaction[J]. Annals of Tourism Research, 2010,37(1):52~73.
doi: 10.1016/j.annals.2009.07.001
[3] Altunel M C, Erkurt B. Cultural tourism in Istanbul: The mediation effect of tourist experience and satisfaction on the relationship between involvement and recommendation intention[J]. Journal of Destination Marketing & Management, 2015,4(4):213~221.
[4] Babin B J, Lee Y K, Kim E J, et al. Modeling consumer satisfaction and word-of-mouth: Restaurant patronage in Korea[J]. Journal of Services Marketing, 2005,19(3):133~139.
doi: 10.1108/08876040510596803
[5] Baker D A, Crompton J L. Quality, satisfaction and behavioral intentions[J]. Annals of Tourism Research, 2000,27(3):785~804.
doi: 10.1016/S0160-7383(99)00108-5
[6] Bowen D. Antecedents of consumer satisfaction and dis-satisfaction (CS/D) on long-haul inclusive tours:A reality check on theoretical considerations[J]. Tourism Management, 2001,22(1):49~61.
doi: 10.1016/S0261-5177(00)00022-4
[7] Bricker K S, Kerste D L. Level of specialization and place attachment: An exploratory study of whitewater recreationists[J]. Leisure Sciences, 2000,22(4):233~257.
doi: 10.1080/01490409950202285
[8] Chen C F, Chen F S. Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists[J]. Tourism Management, 2010,31(1):29~35.
doi: 10.1016/j.tourman.2009.02.008
[9] Chen J S, Gursoy D. An investigation of tourists’ destination loyalty and preferences[J]. International Journal of Contemporary Hospitality Management, 2001,13(2):79~85.
doi: 10.1108/09596110110381870
[10] Chi C G Q, Qu H L. Examining the structural relationships of destination image, tourist satisfaction and destination loyalty: An integrated approach[J]. Tourism Management, 2008,29(4):624~636.
doi: 10.1016/j.tourman.2007.06.007
[11] Chung J Y, Petrick J F. Measuring attribute-specific and overall satisfaction with destination experience[J]. Asia Pacific Journal of Tourism Research, 2013,18(5):409~420.
doi: 10.1080/10941665.2012.658411
[12] Cole S T, Scott D. Examining the mediating role of experience quality in a model of tourist experiences[J]. Journal of Travel & Tourism Marketing, 2004,16(1):79~90.
[13] Del Bosque I R, San Martín H. Tourist satisfaction:A cognitive-affective model[J]. Annals of Tourism Research, 2008,35(2):551~573.
doi: 10.1016/j.annals.2008.02.006
[14] Gallarza M G, Saura I G. Value dimensions, perceived value, satisfaction and loyalty: An investigation of university students’ travel behaviour[J]. Tourism Management, 2006,27(3):437~452.
doi: 10.1016/j.tourman.2004.12.002
[15] Gross M J, Brown G. An empirical structural model of tourists and places: Progressing involvement and place attachment into tourism[J]. Tourism Management, 2008,29(6):1141~1151.
doi: 10.1016/j.tourman.2008.02.009
[16] Havitz M E, Dimanche F. Propositions for testing the involvement construct in recreational and tourism contexts[J]. Leisure Sciences, 1990,12(2):179~195.
doi: 10.1080/01490409009513099
[17] Jin N, Lee S, Lee H. The effect of experience quality on perceived value, satisfaction, image and behavioral intention of water park patrons: New versus repeat visitors[J]. International Journal of Tourism Research, 2015,17(1):82~95.
doi: 10.1002/jtr.1968
[18] Jurdana D S, Frleta D S. Satisfaction as a determinant of tourist expenditure[J]. Current Issues in Tourism, 2017,20(7):691~704.
doi: 10.1080/13683500.2016.1175420
[19] Kim H, Woo E, Uysal M. Tourism experience and quality of life among elderly tourists[J]. Tourism Management, 2015(46):465~476.
[20] Kotler P. Marketing Management: Analysis, Planning, Implementation and Control[M]. London: Prentice Hall Inc., 1997: 433~437.
[21] Kyle G, Graefe A, Manning R, et al. An examination of the relationship between leisure activity involvement and place attachment among hikers along the Appalachian trail[J]. Journal of Leisure Research, 2003,35(3):249~273.
doi: 10.1080/00222216.2003.11949993
[22] Ladeira W J, Santini F D O, Araujo C F, et al. A meta-analysis of the antecedents and consequences of satisfaction in tourism and hospitality[J]. Journal of Hospitality Marketing & Management, 2016,25(8):975~1009.
[23] Lu L, Chi C G, Liu Y. Authenticity, involvement, and image: Evaluating tourist experiences at historic districts[J]. Tourism Management, 2015(50):85~96.
[24] Morgan M, Lugosi L, Ritchie J R B. The Tourism and Leisure Experience: Consumer and Managerial Perspectives[M]. Bristol: Channel View Publications, 2011.
[25] Mowen A J, Graefe A R, Virden R J. A typology of place attachment and activity involvement [C]//Vogelsong. Proceedings of the 1999 Northeastern Recreation Research Symposium. Radnor, PA: U. S. Departement of Agriculture,Forest Service,Northeastern Forest Experiment Station, 1997: 335~338.
[26] Nam J, Ekinci Y, Whyatt G. Brand equity, brand loyalty and consumer satisfaction[J]. Annals of Tourism Research, 2011,38(3):1009~1030.
doi: 10.1016/j.annals.2011.01.015
[27] Oliver R L. Satisfaction: A Behavioral Perspective on the Consumer[M]. New York: McGraw-Hill, 1996: 28.
[28] Otto J E, Ritchie J R B. The service experience in tourism[J]. Tourism Management, 1996,17(3):165~174.
doi: 10.1016/0261-5177(96)00003-9
[29] Prayag G, Hosany S, Odeh K. The role of tourists’ emotional experiences and satisfaction in understanding behavioral intentions[J]. Journal of Destination Marketing & Management, 2013,2(2):118~127.
[30] Prayag G, Ryan C. Antecedents of tourists’ loyalty to Mauritius: The role and influence of destination image, place attachment, personal involvement, and satisfaction[J]. Journal of Travel Research, 2012,51(3):342~356.
doi: 10.1177/0047287511410321
[31] Rajaratnam S D, Munikrishnan U T, Sharif S P, et al. Service quality and previous experience as a moderator in determining tourists’ satisfaction with rural tourism destinations in Malaysia: A partial least squares approach[J]. Procedia - Social and Behavioral Sciences, 2014(144):203~211.
[32] Ramkissoon H, Smith L D G, Weiler B. Testing the dimensionality of place attachment and its relationships with place satisfaction and pro-environmental behaviours: A structural equation modelling approach[J]. Tourism Management, 2013(36):552~566.
[33] Sherif M, Cantril H. The Psychology of Ego-Involvement, Social Attitudes and Identification[M]. New York: John Wiley and Sons, 1947.
[34] Walker G J, Hull R B, Roggenbuck J W. On-site optimal experiences and their relationship to off-site benefits[J]. Journal of Leisure Research, 1998,30(4):453~471.
doi: 10.1080/00222216.1998.11949843
[35] Yuksel A, Yuksel F, Bilim Y. Destination attachment: Effects on customer satisfaction and cognitive, affective and conative loyalty[J]. Tourism Management, 2010,31(2):274~284.
doi: 10.1016/j.tourman.2009.03.007
[36] Zaichkowsky J L . Measuring the involvement construct[J]. Journal of Consumer Research, 1985,12(3):341~352.
doi: 10.1086/jcr.1985.12.issue-3
[37] 戴斌, 李仲广, 肖建勇. 游客满意论: 国家战略视角下的理论构建和实践进程[M]. 北京: 商务印书馆, 2015.
[38] 贾衍菊, 林德荣. 目的地品质对游客满意和游客忠诚的影响——地方依恋的中介作用与性别的调节作用[J]. 旅游科学, 2017,31(6):65~78.
[39] 姜辽, 苏勤. 周庄古镇创造性破坏与地方身份转化[J]. 地理学报, 2013,68(8):1131~1142.
[40] 李恒云, 龙江智, 程双双. 基于博物馆情境下的旅游涉入对游客游后行为意向的影响——旅游体验质量的中介作用研究[J]. 北京第二外国语学院学报, 2012, 34(3): 53,54~63.
[41] 李倩, 吴小根, 汤澍. 古镇旅游开发及其商业化现象初探[J]. 旅游学刊, 2006,21(12):52~57.
[42] 刘德谦. 古镇保护与旅游利用的良性互动[J]. 旅游学刊, 2005,20(2):47~53.
[43] 刘福承, 刘爱利, 刘敏. 游客满意度的内涵、测评及形成机理——国外相关研究综述[J]. 地域研究与开发, 2017,36(5):97~103.
[44] 陆相林, 孙中伟. 旅游涉入、满意度、地方依恋作用机制研究——以西柏坡红色游客为例[J]. 干旱区资源与环境, 2017,31(7):183~188.
[45] 罗文斌, 徐飞雄, Timothy D J, 等. 城市特征对城市游客满意度的影响——基于Probit模型的定量分析[J]. 旅游学刊, 2013,28(11):50~58.
doi: 10.3969/j.issn.1002-5006.2013.11.006
[46] 阮宋庆, 汪静, 罗言云. 四川古镇旅游资源的开发现状与发展建议[J]. 资源开发与市场, 2009,25(10):957~960.
[47] 唐文跃. 地方感研究进展及研究框架[J]. 旅游学刊, 2007,22(11):70~77.
[48] 汪侠, 顾朝林, 梅虎. 旅游景区顾客的满意度指数模型[J]. 地理学报, 2005,60(5):807~816.
doi: 10.11821/xb200505012
[49] 汪侠, 刘泽华, 张洪. 游客满意度研究综述与展望[J]. 北京第二外国语学院学报, 2010,32(1):22~29.
[50] 王江哲, 王刚, 李维维. 观光旅游者地方依恋、满意度与忠诚度间关系研究[J]. 地域研究与开发, 2017,36(5):115~120, 145.
[51] 王坤, 黄震方, 方叶林, 等. 文化旅游区游客涉入对地方依恋的影响测评[J]. 人文地理, 2013,28(3):135~141.
[52] 温忠麟, 侯杰泰, 张雷. 调节效应与中介效应的比较和应用[J]. 心理学报, 2005,37(2):268~274.
[53] 吴明隆. 结构方程模型——AMOS的操作与应用[M]. 重庆: 重庆大学出版社, 2009.
[54] 张宏梅, 陆林. 游客涉入及其与旅游动机和游客满意度的结构关系——以桂林、阳朔入境旅游者为例[J]. 预测, 2010,29(2):64~69.
[55] 朱竑, 刘博. 地方感、地方依恋与地方认同等概念的辨析及研究启示[J]. 华南师范大学学报(自然科学版), 2011(1):1~8.
[1] 马天. 基于扎根理论的旅游体验作用路径研究：以迪士尼主题公园为例[J]. 旅游导刊, 2020, 4(3): 43-61.
[2] 刘松, 楼嘉军. 玩也可以是认真的吗?——国外游憩专业化研究述评[J]. 旅游导刊, 2019, 3(6): 64-82.