江南水乡游客满意度的多维度影响因素测量模型

以江南水乡实证为例,从资源价值维度、旅游功能维度、心理满足维度、场所环境维度、负面评价维度等5个维度,探讨江南水乡游客满意度的多维度影响因素。偏最小二乘法回归显示,就江南水乡这种特定类型的旅游地而言,各个维度的影响重要性依次是：资源价值维度（0.203）>场所环境维度（0.183）>旅游功能维度（0.179）>心理满足维度（0.173）>负面评价维度（0.072）。重要的实践指示意义在于,对不同类型的旅游地应该进行针对性的游客满意度测评,包括其多维度的影响因素设计,及其影响因素可能存在的不同影响重要性的组合顺序。

Multi-dimension Influential Factors of Tourist Satisfaction in the Ancient Waterfront Towns in the South of the Changjiang River

Tourist satisfaction is the core concept of tourism management and tourism research. As this concept is introduced from the American Customer Satisfaction Index (ACSI) in business discipline, which can be summarized as the “Expectations-Value-Quality” theory. ACSI’s suitability, especially its antecedents section, in tourism discipline is questioned in this article. The definition of the traditional tourist satisfaction and its according assessment have fallen into a serious risk of simplicity. This article points out that it needs to put tourism in its place, which is a characteristic human-land phenomenon, while not to put tourism just in business. The tourist satisfaction of a specific tourist place requires a specific index system. The positive research on the Ancient Waterfront Towns in the south of the Changjiang River, demonstrates that we should put tourist satisfaction in the specific tourist place. The index system of the positive research is made up of 5 dimensions, i.e., the heritage value dimension, the tourist function dimension, the psychological satisfaction dimension, the place environment dimension, and the negative evaluation dimension. The casual relationships among the 5 dimensions and the dependent variable—tourist satisfaction, are exploited with the partial least-squares regression. As for the specific case of the Ancient Waterfront Towns in the south of the Changjiang River, the descending order of the 5 dimensions’ relative importance is as follows: the heritage value dimension, the place environment dimension, the tourist function dimension, the place environment dimension, and the negative evaluation dimension.