游客不同旅游经历对重游意愿形成机制的差异分析——以滨海生态旅游为例

提出了滨海生态旅游区游客重游意愿模型,并以"过去行为"为基点,将游客分为初游和重游两组,对具有不同旅游经历的游客其重游意愿形成机制进行差异分析。运用问卷调查法共收集389份有效问卷,采用AMOS 5.0对数据进行分析。研究结果表明,滨海生态旅游区初游游客与重游游客的重游意愿形成机制存在很大差异,其中,初游游客对表象的东西更加敏感,如社会影响、人际影响和景区形象;而重游游客对于内在深层次的东西更加敏感,如服务品质、滨海生态旅游认知。最后,针对数据分析结果提出景区的管理者可以根据初游游客和重游游客的差异来制定不同的营销策略的相关建议。

A Comparative Analysis of Different Travel Experience on the Formation Mechanism of Visitors Revisit Intention:An Example from Coastal Eco-tourism

In this study,using the coastal eco-tourism area in China as the background,based on the literature review and in-depth,meticulous research on the theory of planned behavior,customer satisfaction theory and coastal eco-tourism,this paper proposes the revisit intention model of the visitors of coastal eco-tourism.Using the "past behavior" as the starting point,this paper divides the tourists into two groups: first-time visitors and repeat visitors and make the analysis on the different travel experience for the formation mechanism of visitors’ revisit intention.By questionnaire survey,389 valid questionnaires are collected.Using AMOS 5.0 for data analysis,the results show that there are many differences on the influence of the visitors revisit intention formation mechanism between the first-time visitors and repeat visitors.This study find that first-time visitors to be much more sensitive on the representation,such as social influence,interpersonal influence and scenic images,while repeat visitors are more sensitive on the insight factors,such as service quality,coastal ecotourism.Finally,based on the results of data analysis,some suggestions on the marketing strategy are proposed for the department concerned.