游客感知视角下的旅游地竞争力结构方程模型

以世界遗产地九寨沟和庐山为例,基于游客感知视角,经过验证性因子分析、复核效度检验、因素恒等性检验发现,游客感知理论模型具有跨样本的稳定性和有效性。均值模型研究发现,除了服务感知结构变量,游客对九寨沟的资源和社区态度感知都显著优于庐山,总体满意度与忠诚度也好于庐山,因此九寨沟具有更突出的旅游竞争力。本研究拓展了旅游地竞争力定量评价研究方法,创新地将结构方程均值模型成功应用于不同类型的旅游地,建立社区态度结构变量,定量测度了社区利益主体与游客之间存在的交互作用,显示旅游地建设不能忽视社区各利益主体对游客和旅游业发展的态度。

Structural Equation Model for tourism destination competitiveness from tourists' perception perspectives

Previous work of tourism competitiveness has focused more on integrative destinations, such as nations, states (provinces), cities, or destinations having similar attractions. However, appropriate research perspectives and methods havenot been found for evaluating tourism destinations of different types and different sizes.Moreover, early work of Structural Equation Model applied to tourism science has generally limited to a given destination and has rarely compared among different tourism destinations. Therefore, the main thrust of the paper will be concerned with comparing the tourism competitiveness between Jiuzhaigou and Lushan from tourists' perception perspective by applying structural equation model. Based on the Confirmatory Factor Analysis, Cross-validation, and Invariance Measurement, the theoretical model has stability and validity between different samples. Jiuzhaigou has more advantages than Lushan by comparing tourist perception in resources, community attitudes, integral satisfaction and loyalty except service through the Mean Model of Structural Equation. Structural Equation Models, especially Mean structural Model, are applied to and validated in this study, which is a step forward toward the quantitive research methods of destination competitiveness. It is the first time that latent variable of community attitudes has been introduced into the tourist perception model, which is testified to be positively correlated with the tourists' satisfaction and loyalty.