地理科学 ›› 2017, Vol. 37 ›› Issue (1): 130-137.doi: 10.13249/j.cnki.sgs.2017.01.016
寿东奇1(), 姜洪涛1, 章锦河1, 周佳梅1, 喻皓1, 丁风芹1
收稿日期:
2016-05-18
修回日期:
2016-10-20
出版日期:
2017-01-15
发布日期:
2017-01-15
作者简介:
作者简介:寿东奇(1992-),男,贵州贵阳人,硕士,主要从事旅游地理方面研究。E-mail:
基金资助:
Dongqi Shou1(), Hongtao Jiang1, Jinhe Zhang1, Jiamei Zhou1, Hao Yu1, Fengqin Ding1
Received:
2016-05-18
Revised:
2016-10-20
Online:
2017-01-15
Published:
2017-01-15
摘要:
以西塘古镇为案例地,利用问卷调查所获取的数据,通过层次回归分析的方法,探讨了重游意愿的形成机制以及不同求新动机水平下旅游者重游意愿的差异。结果表明: ① 满意度和地方依恋对短期、中期和长期重游意愿均有显著影响,求新动机仅对长期重游意愿有显著影响,而目的地形象对重游意愿的影响未达显著水平。② 求新动机对目的地形象与短期、中期和长期重游意愿的关系存在正向调节作用,不同求新动机水平下,目的地形象对重游意愿的影响程度不同。即随着求新动机增强,目的地形象对重游意愿的作用得到加强。③ 求新动机对满意度与短期、中期和长期重游意愿的关系存在负向调节作用,不同求新动机水平下,满意度对重游意愿的影响程度不同。即随着求新动机增强,满意度对重游意愿的作用削弱。④ 求新动机对地方依恋与重游意愿的关系不存在显著调节作用。
中图分类号:
寿东奇, 姜洪涛, 章锦河, 周佳梅, 喻皓, 丁风芹. 求新动机对游客重游意愿的调节作用研究——以西塘古镇为例[J]. 地理科学, 2017, 37(1): 130-137.
Dongqi Shou, Hongtao Jiang, Jinhe Zhang, Jiamei Zhou, Hao Yu, Fengqin Ding. Moderating Effects of Novelty-seeking on The Formation of Revisit Intention with The Xitang Ancient Town As Example[J]. SCIENTIA GEOGRAPHICA SINICA, 2017, 37(1): 130-137.
表1
各变量相关矩阵"
研究变量 | 1 | 2 | 3 | 4 | 5 | 6 | 7 |
---|---|---|---|---|---|---|---|
1.求新动机 | (0.829) | ||||||
2.目的地形象 | 0.510** | (0.845) | |||||
3.满意度 | 0.419** | 0.648** | (0.815) | ||||
4.地方依恋 | 0.486** | 0.646** | 0.699** | (0.913) | |||
5.短期重游 | 0.233** | 0.325** | 0.373** | 0.394** | (0.772) | ||
6.中期重游 | 0.290** | 0.320** | 0.420** | 0.413** | 0.726** | (0.506) | |
7.长期重游 | 0.362** | 0.367** | 0.449** | 0.448** | 0.604** | 0.768** | (0.834) |
均值 | 3.545 | 3.643 | 3.438 | 3.059 | 3.160 | 3.207 | 3.324 |
标准差 | 0.567 | 0.536 | 0.628 | 0.763 | 1.031 | 0.860 | 0.891 |
CR | 0.83 | 0.87 | 0.82 | 0.91 | 0.78 | 0.51 | 0.84 |
表2
层次回归分析结果"
变量 | 短期重游意愿 | 中期重游意愿 | 长期重游意愿 | VIF | |||||||||
---|---|---|---|---|---|---|---|---|---|---|---|---|---|
M11 | M12 | M13 | M21 | M22 | M23 | M31 | M32 | M33 | |||||
第一步:控制变量 | |||||||||||||
性别 | 男 | -0.039 | -0.044 | -0.030 | -0.004 | -0.009 | 0.003 | 0.004 | 0.003 | 0.018 | 1.046 | ||
年龄 | 25~45岁 | 0.129** | 0.120** | 0.125** | 0.009 | 0.004 | 0.007 | 0.008 | 0.008 | 0.009 | 1.074 | ||
46~64岁 | -0.024 | -0.032 | -0.045 | -0.059 | -0.071 | -0.083* | -0.007 | -0.011 | -0.026 | 1.086 | |||
65岁以上 | -0.081 | -0.088* | -0.094* | -0.086 | -0.098* | -0.104* | -0.128** | -0.135** | -0.144** | 1.030 | |||
学历 | 高中/中专 | 0.033 | 0.046 | 0.066 | -0.074 | -0.076 | -0.059 | -0.050 | -0.038 | -0.015 | 4.394 | ||
本科/专科 | 0.036 | 0.076 | 0.101 | 0.000 | 0.018 | 0.040 | 0.027 | 0.060 | 0.088 | 6.293 | |||
硕士/博士 | 0.014 | 0.073 | 0.087 | -0.036 | 0.003 | 0.015 | -0.037 | 0.013 | 0.027 | 3.756 | |||
第二步:解释变量 | |||||||||||||
目的地形象 | 0.041 | 0.055 | -0.041 | -0.028 | -0.012 | 0.002 | 2.181 | ||||||
满意度 | 0.169** | 0.153* | 0.272** | 0.258** | 0.259** | 0.240** | 2.384 | ||||||
地方依恋 | 0.246** | 0.243** | 0.217** | 0.217** | 0.206** | 0.209** | 2.437 | ||||||
求新动机 | 0.023 | 0.035 | 0.079 | 0.087 | 0.151** | 0.160** | 1.494 | ||||||
第三步:调节变量 | |||||||||||||
求新动机×目的地形象 | 0.215** | 0.180** | 0.188** | 2.922 | |||||||||
求新动机×满意度 | -0.166* | -0.153* | -0.222** | 3.334 | |||||||||
求新动机×地方依恋 | -0.007 | -0.008 | 0.038 | 3.640 | |||||||||
F | 1.883 | 11.083** | 9.692** | 1.238 | 13.031** | 10.972** | 1.711 | 16.932** | 14.565** | ||||
△R2 | 0.027 | 0.179 | 0.019 | 0.018 | 0.216 | 0.014 | 0.025 | 0.260 | 0.020 | ||||
△F | 1.883 | 26.473** | 3.850** | 1.238 | 33.080** | 2.854* | 1.711 | 42.517** | 4.498** | ||||
Durbin-Watson | 1.810 | 1.920 | 1.909 |
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