观光旅游者地方依恋、满意度与忠诚度间关系研究

选择能够反映观光旅游者心理特征的多样性偏好变量,引入已有的地方依恋、满意度和忠诚度关系模型,通过结构方程模型检验多样性偏好对观光旅游者地方依恋、满意度与忠诚度关系的影响。结果表明:(1)观光旅游者的地方依恋对满意度、满意度对忠诚度均具有显著正向影响;观光旅游者地方认同对忠诚度具有直接正向影响,而地方依赖对忠诚度的影响没有得到证实。(2)多样性偏好对观光旅游者满意度与重游意愿及观光旅游者地方依恋与重游意愿之间起着显著的调节作用。观光旅游者的多样性偏好越强烈,其满意度与重游意愿之间的关系越弱,其地方依恋与重游意愿之间的关系也越弱。

Research on the Relationship between Sightseeing Tourists' Place Attachment,Satisfaction and Loyalty

This paper introduced variety seeking as moderating variables and analysed the relationship between place attachment,satisfaction and loyalty of sightseeing tourists in China.Results from structural equation modeling analysis showed that there was significant positive correlation between place attachment and satisfaction,satisfaction and loyalty of sightseeing tourists.Place identity had direct and positive influence on tourists loyahy,while the direct positive effect of place dependence on loyalty had not been confirmed.The unconstrained optimization model analysis showed that variety seeking had significant moderating effects on the relationship not only between place dependence and place identity,but also between satisfaction and revisit intention.