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

doi:10.13249/j.cnki.sgs.2017.01.016

摘要/Abstract

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。

关键词: 求新动机, 重游意愿, 调节作用, 目的地形象, 满意度, 地方依恋

Abstract:

Revisit ratio has been accepted as one of the most important representation of the life cycle of resorts. It is economical and efficient for travel destinations to enhance tourists’ revisit intention, and then to boost revisit ratio. Because of the significance, revisit intention has been a popular topic in academia both at home and abroad. To understand the mechanism of the revisit intention, we establish a theoretical model to study the revisit intentions in different time, and frames and the moderating effect of novelty-seeking on the formation of revisit intention. In this article, we segregate revisit intention into short-term (travelers with revisit intention within 1 year), mid-term (revisit intention in 3 years) and long-term (beyond 3 years); take destination image, satisfaction and place attachment as independent variables; and novelty-seeking as moderating variable. With SPSS 19.0 and data collected in Xitang Ancient Town, the theoretical model is tested by the method of hierarchical regression analysis. Results indicate that, firstly, both satisfaction and place attachment are significant antecedents of short-, mid- and long-term revisit intention; destination image is not a significant direct influence factor of revisit intention; and novelty-seeking significantly affects long-term revisit intention. Secondly, novelty-seeking can significantly moderate the relationship between destination image and revisit intention in different period. The novelty-seeking is positively correlated with the positive effect of destination image on revisit intention. Because of this strong moderating effect, when low novelty seekers have a relatively higher proportion among the sample, the main effect of destination image on revisit intention will be weakened significantly, and this might explain the insignificant relationship between destination image and revisit intention. Thirdly, novelty-seeking has a negative moderating effect on the relationship between satisfaction and revisit intention in different periods. As the level of novelty-seeking increases, the main effect of satisfaction on revisit intention is diminished. Since high novelty seekers constantly pursue variety, they do not require total satisfaction during the travel. In contrast, low novelty seekers are highly sensitive to satisfaction; whether they are satisfied with the destination or not is a pivotal factor to make a revisit decision. Finally, the moderating effect of novelty-seeking on the relationship between place attachment and revisit intention in different periods is not significant, which means the main effect of place attachment on revisit intention has little relation with novelty-seeking. Above all, to Xitang ancient town, or any other similar destinations, tourism marketers should pay attention to tourists’ emotional identity and dependence to the destination and enhance tourist satisfaction, in order to improve revisit rate and develop customer loyalty. Since novelty-seeking can moderate the formation of revisit intention, tourism destination is expected to group travelers by the level of novelty-seeking, and develop personalized services for different groups to generate unique tourist experiences and to stimulate the will to return. This study contributes to tourism theory on the formation mechanism of revisit intention. Meanwhile, the findings will help travel destinations to make efficient marketing strategies.

Key words: novelty-seeking tendencies, revisit intention, moderating effect, destination image, satisfaction, place attachment

中图分类号:

F590.8

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.

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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

变量		短期重游意愿				中期重游意愿				长期重游意愿			VIF
变量		M₁₁		M₁₂		M₁₃		M₂₁	M₂₂	M₂₃	M₃₁	M₃₂	VIF	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