寿东奇
, 姜洪涛
Shou Dongqi, Jiang Hongtao
中图分类号: F590.8
文献标识码: A
文章编号: 1000-0690(2017)01-0130-08
收稿日期: 2016-05-18
修回日期: 2016-10-20
网络出版日期: 2017-01-15
版权声明: 2017 《地理科学》编辑部 本文是开放获取期刊文献，在以下情况下可以自由使用：学术研究、学术交流、科研教学等，但不允许用于商业目的.
基金资助:
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：shoudq@163.com
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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：
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.
Keywords：
游客重游率是游客忠诚度的重要表征。通过提高游客重游意愿以提升重游率,不仅可以降低景区的运营成本,而且对提高景区的管理效率及经济效益具有积极作用。因此,游客的重游意愿对景区的经营发展意义重大。国外有关重游意愿的研究,始于Gyte等的研究[1],此后,重游意愿受到学者们的广泛关注,研究主要集中在游客重游意愿的影响因素方面[2~4]。随着重游意愿的发现,国内学者也对该现象进行了深入研究并取得一定成果,研究主要集中在对不同类型的旅游地进行重游意愿影响因素的实证研究,分析游客的人口学特征、满意度、目的地形象以及出游动机等因素对重游意愿形成的影响作用[5~8]。以上研究成果表明,重游意愿的影响因素主要包括满意度、游客差异、目的地形象及旅游动机等方面。
在已有的研究成果中,对于一些变量对该过程产生的调节作用的研究相对匮乏,也较少涉及随时间改变,重游意愿形成机制的变化过程。调节效应是一种有因果指向的交互效应,调节变量对自变量和因变量的关系会产生强化或弱化作用。以往研究所得出的结论中,某些相同因子对重游意愿的影响会因样本和案例地的改变而改变,甚至结果相悖[9,10]。这些结论的差异,除地域差异的影响外,也可能是由于调节变量对自变量与因变量之间关系的强化或弱化作用造成的。
综上,本文将重游意愿按时间划分为短期、中期和长期3个阶段,选取目的地形象、满意度与地方依恋为自变量,选取求新动机为调节变量,构建重游意愿影响机制的求新动机调节效应模型探讨重游意愿的影响机理以及求新动机对于自变量与重游意愿关系的调节作用。本文的研究结果对旅游地的经营、管理及营销策略的制定具有一定借鉴意义。
重游意愿是指游客在一次旅游活动结束之后的一段时间内产生故地重游的意愿[1]。随着对重游意愿研究的不断深入,学者发现重游故地的意愿会随时间推移发生改变[11]。为研究重游意愿随时间的变化,有学者将重游意愿按时间长短划分为不同维度以探讨各时段重游意愿的形成机制[9]。根据前人研究,本文将重游意愿划分为短期（1 a内重游意愿）、中期（3 a内重游意愿）和长期（3 a后重游意愿）3个阶段[9,11]。
目的地形象是指个人基于自身的知识背景、情感和对旅游目的地的整体感知所得出的印象,会影响到旅游者在旅游过程中和游后的行为决策[3,12]。国内外学者在对重游意愿影响因素的研究中发现,旅游者对旅游目的地形象的正面感知会对游客的游后行为,尤其是重游意愿的形成产生显著正向影响,进而促进游客做出重游故地的决策[7,13,15]。
基于已有研究,本文提出以下假设：H1：目的地形象对重游意愿有显著影响;H1a、H1b、H1c分别表示目的地形象对短期、中期、长期重游意愿有显著影响。
满意度是产生顾客忠诚的先决条件,也是游客重游行为的重要影响因素[15]。学术界对于满意度的解释常基于期望不一致理论、公平理论、规范理论和总体感知绩效4种理论。期望不一致理论认为消费者在购买产品之前会对产品产生一定的期望,实际购买之后会对产品产生实际感知绩效,若实际感知绩效高于期望,则会感觉满意,反之则不满意[16];公平理论则认为当消费者在购买过程中所获得的价值若高于他们实际花费的金钱、时间和体力时会产生满意[17];规范理论将消费者所购买的产品与其替代产品之间进行横向比较,若消费者认为他们所购买的产品优于同类产品时,则产生满意[18];总体感知绩效则认为顾客满意是实际感知的函数,与顾客购买前的期望无关[19]。
学者们通过对游客满意度和游后行为的研究表明,游客满意度会对重游意愿产生显著影响[2,3,9,10]。基于已有研究,本文提出以下假设：H2：满意度对重游意愿有显著影响;H2a、H2b、H2c分别表示满意度对短期、中期、长期重游意愿有显著影响。
地方依恋指个体对某地的一种情感上或象征意义的关系[20]。地方依恋由地方认同和地方依赖构成,前者是自我认同的一部分,能提升个体对于某个地方的归属感;后者则是一种功能性的依赖,强调地方所提供的某种功能能够满足个体的需求或目标[21]。地方依恋也被认为是形成游客重游意愿的重要影响因素,对做出重游决策起促进作用[22,23]。
基于已有研究,本文提出如下假设：H3：地方依恋对重游意愿有显著影响;H3a、H3b、H3c分别表示地方依恋对短期、中期、长期重游意愿有显著影响。
某些情况下,即使满意度高,消费者有时也会选择新产品而不会重复购买旧产品,这一情况被归因于顾客具有求新动机[24]。消费者心理学认为,对于顾客重复购买行为和忠诚度的认识,需要从消费者的购买动机出发[25]。在旅游研究中,求新动机被视为影响旅游者做出旅游决策的重要因素之一[26]。求新动机在各个时间维度上都会对重游意愿产生影响[10],并且求新动机水平不同的游客群体,其重游意愿的形成机制也会产生差异[27~29]。因此,本文推测求新动机在目的地形象、满意度、地方依恋与重游意愿的影响过程中起调节作用,并提出如下假设：
H4：求新动机对目的地形象与重游意愿的关系存在调节作用;H4a、H4b、H4c分别表示求新动机对目的地形象与短期、中期、长期重游意愿的关系存在调节作用。
H5：求新动机对满意度与重游意愿的关系存在调节作用;H5a、H5b、H5c分别表示求新动机对满意度与短期、中期、长期重游意愿的关系存在调节作用。
H6：求新动机对地方依恋与重游意愿的关系存在调节作用;H6a、H6b、H6c分别表示求新动机对地方依恋与短期、中期、长期重游意愿的关系存在调节作用。
基于上述假设,建立如下概念模型（图1）。
问卷共分为6个部分。第一部分为重游意愿测量量表。将游客重游意愿划分为短期、中期和长期3个时段,以“重游兴趣”衡量行为意愿,以“可能性大小”衡量期望[9]。第二部分为目的地形象测量量表。该部分题项设计综合考虑案例地的特征,经预调研测试,最终保留16个题项。第三部分为满意度测量表。本文通过4个关于满意度的理论,建立4个维度,综合测量游客满意度。第四部分为地方依恋测量量表。该部分主要参考Williams的研究成果[20],并通过预调研测试,最终保留6个题项。第五部分为求新动机的测量。该部分测量量表来源于Feng等人的研究成果[9],并考虑古镇景区特征设计而成,共计9个题项。第六部分为游客基本信息统计。问卷前5个部分采用李克特5点量表测量,得分越高表示越赞同该题项的表述。
本研究于2015年10月以问卷调查的形式,通过便利抽样的方法发放问卷并回收。在实地调研过程中,共发放问卷650份,经筛选后得到有效问卷481份,有效率74.0%。通过均值替代的方法替代部分问卷中的缺失值。
本研究利用SPSS19.0统计软件对所得数据进行处理。通过SPSS19.0软件的层次回归功能进行分析,考察目的地形象、满意度和地方依恋对重游意愿的主效应以及求新动机的调节效应。
调查样本中男性占47.2%,女性占52.8%;被调查者年龄集中在18~45岁之间,占总样本的93.4%;84.0%的被调查者具有本科及以上学历;职业构成上学生较多,占总样本的27.9%,企事业管理人员（16.6%）、文教/专业技术人员（15.4%）以及服务/销售人员（12.3%）也占有相当比例;被调查者主要以中低收入者为主,月收入5 000元以下的占总样本的67.4%。调查样本与西塘多年来旅游市场结构特征比较吻合,样本具有代表性。
在进行层次回归分析之前,先采用SPSS19.0软件,计算整体量表Cronbach’s α系数和KMO统计量以及各个分量表的Cronbach’s α系数组合信度值（CR）,并进行相关分析（表1）。结果显示,整体量表克朗巴赫系数为0.933,KMO统计量为0.924（p<0.01）,各分量表克朗巴赫系数在0.506~0.913之间,均达到0.5临界值;组合信度除中期重游意愿外,均大于0.6临界值（0.78~0.91）,表明测量量表内在一致性高,内在质量佳。
从表1可知,自变量（目的地形象、满意度、地方依恋）间均存在较高程度相关（0.646~0.699）,自变量与重游意愿（短期、中期、长期）间存在中高程度相关（0.320~0.449）。理想的调节变量要求与自变量和因变量之间均不存在高相关性[30],本研究中求新动机除与目的地形象相关度较高外（0.510）,与其他自变量和因变量相关程度均未达到高相关,因此,本研究中的求新动机是较理想的调节变量。
表1 各变量相关矩阵
Table 1 Correlation matrix of variables
| 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 |
为验证本文提出的假设,分别以短期、中期和长期重游意愿为因变量,以虚拟处理后的人口学特征变量为控制变量,以目的地形象、满意度和地方依恋为解释变量,以求新动机为调节变量,利用SPSS19.0软件,对数据进行层次回归分析：回归中第一层放入控制变量;第二层放入目的地形象、满意度、地方依恋和求新动机四个变量;第三步放入求新动机与形象感知、满意度和地方依恋的交互作用项,以检验调节效应的大小与显著性。其中,因变量的取值为测量项的平均值;自变量和调节变量的取值为测量项的均值再进行中心化处理后的结果。层次回归分析结果见表2。
表2 层次回归分析结果
Table 2 Results of the hierarchical regression
| 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 | ||||||||||
3.2.1 主效应检验
M11、M21和M31控制了人口学变量的影响,在此基础上模型M12、M22和M32加入解释变量和调节变量,进行主效应回归分析,分析结果表明,满意度对短期、中期和长期3个阶段重游意愿回归系数分别为0.169、0.272和0.259,地方依恋对短期、中期和长期3个阶段重游意愿回归系数分别为0.246、0.217和0.206,均在0.01水平下达到显著;而目的地形象对重游意愿的影响未达到显著水平（回归系数分别为0.041、-0.041和-0.012）。综合以上分析,H2a、H2b、H2c和H3a、H3b、H3c得到证实,H1a、H1b、H1c未得到证实。此外,模型M32还表明求新动机对长期重游意愿存在显著正向影响（回归系数为0.151）。
3.2.2 调节效应检验
调节效应与主效应是相对独立的两个过程,自变量与因变量主效应无论是否达到显著,其影响过程都可能受到调节变量的影响,因此,为检验求新动机对自变量与因变量关系的调节作用,模型M13、M23和M33在M12、M22和M32的基础上加入求新动机与自变量的交互作用项,分析结果表明,R²的变化量均达显著水平（△F分别为3.850、2.854和4.498）,表明求新动机能够显著调节自变量与3个时段重游意愿的关系。但是,这一调节效应主要体现在求新动机能够调节目的地形象（交互作用项回归系数分别为0.215、0.180和0.188）和满意度（交互作用项回归系数分别为-0.166、-0.153和-0.222）与重游意愿的关系上,而求新动机对地方依恋与重游意愿的调节作用未达显著（交互作用项回归系数分别为-0.007、-0.008和0.038）。H4a、H4b、H4c和H5a、H5b、H5c得到验证,H6a、H6b和H6c未得到验证。
1） 求新动机对目的地形象与重游意愿的调节效应
交互项回归系数均为正,表明求新动机越强烈,目的地形象对短期、中期和长期重游意愿的影响越大,游客在旅游过程中寻求新奇的心理,加强了目的地形象对重游意愿的影响。为深入探讨求新动机的调节作用,在被试样本求新动机值分布的1/3和2/3点处（分别为3.33和3.78）将旅游者划分为低求新动机、中求新动机和高求新动机3个群组,在3个群组内分别对重游意愿和目的地形象进行一元线性回归,并将结果绘制成图,见图2。
由图2可见,整体而言,无论旅游者求新动机水平高低,其短期、中期和长期重游意愿都随目的地形象感知水平的提升而提升。然而,求新动机水平越高,其回归直线的斜率越大,说明目的地形象感知水平的提升对于高求新动机群体的重游意愿产生更大影响,即求新动机在目的地形象与重游意愿间起正向调节作用。在目的地形象感知水平较低时,低求新动机者的短期、中期和长期重游意愿都高于中、高程度求新动机者;而当目的地形象感知达到较高水平时,高求新动机者的短期、中期和长期重游意愿均超过中、低求新动机者。
图2 求新动机对目的地形象和重游意愿关系的调节作用
Fig.2 Moderating effect of novelty seeking on destination image and revisit intention
2） 求新动机对满意度与重游意愿的调节效应
回归系数为负,表明求新动机越强烈,满意度对短期、中期和长期重游意愿的影响越小,游客在旅游过程中寻求新奇的心理,削弱了满意度对重游意愿的影响。按被试样本求新动机值分布的1/3和2/3点处（分别为3.33和3.78）划分群组,对各群组内重游意愿和满意度进行一元线性回归,并绘制成图（图3）。
图3 求新动机对满意度和重游意愿关系的调节作用
Fig.3 Moderating effect of novelty seeking on satisfaction and revisit intention
由图3可知,整体而言,无论旅游者求新动机高低,其短期、中期和长期重游意愿都随着满意度提升而提升。进一步观察可知,求新动机高的群组,其回归直线最为平缓,斜率最小,表明随求新动机的增加,满意度对重游意愿的影响效果逐渐减弱,即求新动机对满意度与重游意愿的关系有负向调节作用。这表明,求新动机水平低的旅游者,对于满意度的敏感度较高,对这类群体而言,满意度是影响重游意愿的重要指标;而具有较高求新动机的旅游者,对于满意度的敏感度较低,对这类群体而言,满意度对重游意愿的影响作用相对较弱。
本文构建了重游意愿影响机制的求新动机调节效应模型,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求新动机在该机制中的调节作用,得出如下结论：
1） 满意度与地方依恋对短期、中期和长期重游意愿均有显著积极影响,目的地形象对各阶段的重游意愿均没有显著影响,求新动机只对长期重游意愿存在显著积极影响。消费者心理学认为,顾客忠诚度的形成,与顾客对产品的满意度和某种情感上的认同有关[26]。本文的研究在旅游消费领域验证了这一结论。
2） 求新动机对目的地形象与重游意愿的关系存在显著正向调节作用。由于该调节作用十分显著（在模型M13、M23和M33中,交互作用项系数均在0.01水平下达到显著）,因此当样本中求新动机水平较低的个体比例较高时,会对目的地形象与重游意愿的关系产生较严重的弱化效应,这可能是导致本研究中目的地形象对重游意愿影响未达到显著影响的原因。
3） 求新动机对满意度与重游意愿的关系存在显著负向调节作用。高求新动机者对满意度的敏感度较低,由于这类旅游者在决策过程中不断追求新奇,所以他们对于满意度的要求相对较低;而低求新动机者则对满意度有着较高程度的敏感,是否达到满意是这类旅游者能否产生重游意愿并作出重游决策的重要影响因素。
4） 求新动机对地方依恋与重游意愿的关系调节作用不明显。地方依恋对重游意愿的影响并不随求新动机水平的改变而产生明显变化。
综上,针对西塘景区,经营者应注重增强旅游者对景区情感上的认同和依赖,提升游客满意度,以此提高顾客重游率,培养顾客忠诚。消费者心理学认为,科学的寻找和区分客户是提高消费者忠诚度的前提,客户的消费动机天生就存在巨大差异,并非所有客户都适于成为忠诚的客户,因此大众营销策略在忠诚的世界里并不适用[26]。由于不同水平尺度的求新动机对游客重游意愿的影响不同,因此景区应科学认识和区分旅游者的求新动机差异,通过个性化的服务为不同的旅游者创造不同的旅游体验,以此提升游客的重游意愿。同时,本文研究发现,无论旅游者求新动机水平高低,地方依恋始终对重游意愿产生显著正向影响,可见,培养游客对景区的依恋,是提升西塘古镇游客重游率的有效手段。
本文揭示了目的地形象、满意度和地方依恋与重游意愿之间的关系,以及求新动机所起的调节作用。但本文也存在着一些局限和不足,需要在将来的研究中加以改善。首先,由于本文的探索性特征,其结果是否具有普遍性还有待后续研究考证;其次,本文对重游意愿划分的时间框架是否合理还需要进一步研究;此外,重游意愿的影响机制是一个复杂的系统,还有其他影响因素未纳入本文的讨论当中,今后的研究可以考虑更多影响因素。
The authors have declared that no competing interests exist.
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Research on tourist’s satisfaction of urban environmental supply and their revisit intention: based on the difference analysis between visitors and residents.
在城市游憩中,到访游客和居民共享城市环境,形成了对城市环境供给的满意度评价。本文在回顾相关研究的基础上,利用武汉旅游市场调查数据进行量化分析,比较了内外部游客对环境供给因素满意度及其对重游意愿的影响。提出了游憩者体验城市环境供给的三个维度,即基础型、吸引型和增益型环境供给;并揭示了两个规律性现象:即到访游客对大部分环境供给的满意度高于居民的满意度;到访游客和居民的重游意愿均受到基础型环境供给因子满意度的影响。基于此,城市主管部门应更重视基础型环境供给的规划、建设与完善。
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An empirical research on tourists’ revisit intention at different rural tourist destinations: Based on the survey of southern Jiangsu. https://doi.org/10.3969/j.issn.1006-575X.2013.06.008 URL 摘要
本研究以江苏省苏南地区的不同类型乡村旅游地为研究对象,以Logit模型实证分析不同类型乡村旅游地旅游者的重游意愿及其影响因素.结果显示,乡村旅游地的出游距离、整体环境、住宿选择、受访者年龄、家庭每月稳定收入和重游次数对乡村旅游者的重游意愿有显著影响,并在不同类型的乡村旅游地之间,其影响程度存在差异.
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世界遗产地形象对区域旅游发展 具有不可替代的重要作用,游客对于遗产地形象的认知、对于游览遗产地的满意程度,将有助于提高遗产地的知名度、美誉度,培养旅游者对遗产地的忠诚度。本文 以中国安徽宏村为研究对象,采用国外三维耦合结构的形象测量模型,分别建立由"功能型"、"混合型"和"心理型"构成的旅游者对目的地形象感知,通过抽样 数据验证了量表的信度和效度,并运用多因素回归方程验证了旅游者对目的地形象感知对于重游决策意向的影响,旨在提出世界遗产地开发建设和保护的相应政策建 议。
The influence of perceived image of Hongcun in the Anhui province on tourisms’ revisit intentions. https://doi.org/10.3969/j.issn.1001-148X.2014.03.028 URL [本文引用: 1] 摘要
世界遗产地形象对区域旅游发展 具有不可替代的重要作用,游客对于遗产地形象的认知、对于游览遗产地的满意程度,将有助于提高遗产地的知名度、美誉度,培养旅游者对遗产地的忠诚度。本文 以中国安徽宏村为研究对象,采用国外三维耦合结构的形象测量模型,分别建立由"功能型"、"混合型"和"心理型"构成的旅游者对目的地形象感知,通过抽样 数据验证了量表的信度和效度,并运用多因素回归方程验证了旅游者对目的地形象感知对于重游决策意向的影响,旨在提出世界遗产地开发建设和保护的相应政策建 议。
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旅游动机与游客重游意愿的关系研究,兼具理论和实践意义.运用因子分析法,将凤凰古城旅游者动机分为:公务和社交、学习求知、体验文化、放松释压和购物.通过相关分析得出,购物动机与各时段重游意愿存在显著相关关系.多元回归分析结果表明,购物动机对各时段重游意愿具有预测效果,体验文化动机对10年内重游意愿具有预测效果.最后,提出了研究展望.
Study on the travel motivations and their impact on revisit intention in historic destination—take Fenghuang ancient city for example .https://doi.org/10.3969/j.issn.1671-6132.2012.03.015 URL [本文引用: 1] 摘要
旅游动机与游客重游意愿的关系研究,兼具理论和实践意义.运用因子分析法,将凤凰古城旅游者动机分为:公务和社交、学习求知、体验文化、放松释压和购物.通过相关分析得出,购物动机与各时段重游意愿存在显著相关关系.多元回归分析结果表明,购物动机对各时段重游意愿具有预测效果,体验文化动机对10年内重游意愿具有预测效果.最后,提出了研究展望.
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Temporal destination revisit intention: the effects of novelty seeking and satisfaction [J].https://doi.org/10.1016/j.tourman.2006.04.024 Magsci [本文引用: 6] 摘要
<h2 class="secHeading" id="section_abstract">Abstract</h2><p id="">Destination revisit intention has been viewed as an important research topic both in academia and the tourism industry. It is important to observe tourists’ revisit intentions from a time perspective because the intention often changes over time. To understand the formation of temporally changing destination revisit intention, this study explored the effects of tourists’ novelty-seeking and destination satisfaction on the revisit intentions measured on short-term, mid-term, and long-term bases. The results indicated that <em>satisfaction</em> was a direct antecedent of short-term revisit intention, but not of mid-term or of long-term revisit intention, and that <em>novelty seeking</em> was a significant antecedent of mid-term revisit intention that was connected to long-term revisit intention. The roles of novelty seeking and destination satisfaction in establishing and reinforcing destination revisit intention as well as developing long-term commitment were discussed as well.</p>
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The role of variety seeking in short and long run revisit intentions in holiday destinations [J].https://doi.org/10.1108/17506180910962113 URL [本文引用: 3] 摘要
ABSTRACT Purpose – The main purpose of the present paper is to identify the differences in the antecedents of holiday destinations revisit intentions in the short and long run. Specifically, this work analyzes the influence of specific variety seeking, perceived value, destination image, satisfaction, switching costs and past switching behavior. Design/methodology/approach – This is a quantitative study and the authors collected data personal interviews at households using the random route sampling technique. The sample comprises 400 tourists who have been on holiday at least once in the last two years, excluding lodging in relatives' and friends' houses or their own secondary residence. The data is analyzed through structural equation modeling. Findings – The results show that there are relevant differences in the antecedents of holiday destination revisit intentions in the short and long term. The main determinants of the intention to return to the destination for the next holiday are past switching behavior, switching costs and specific variety seeking, whereas the assessment of the destination (image and satisfaction) does not have a significant effect. However, in the long term, satisfaction becomes the most relevant antecedent of intentions to return, specific variety seeking maintains its influence, and past switching behavior and switching costs become irrelevant. Practical implications – The findings have relevant implications for destination managers in helping them to understand the temporal pattern of tourist revisit intentions and the main antecedents. Originality/value – The main contribution of this paper is twofold. Firstly, researchers have rarely considered the temporal dimension when analyzing the antecedents of revisit intention, despite the usefulness of this approach to improve the understanding of tourists' return intentions. Secondly, the research is focused on specific variety seeking – that is, the propensity to seek variety in a concrete product category; rather than general variety seeking that is the usual approach.
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Destination loyalty and switching behavior of travelers: A Markov analysis [J].
This article examines the destination loyalty and switching behavior of international travelers among four Mediterranean tourist destination countries. Specifically, the purpose is to explore how a specific destination visit influences chances of revisiting the same destination and visiting other destinations. Switching patterns revealed by Markov analysis indicate that travelers are likely to visit international destinations in a successive pattern. The findings suggest that destinations should focus their promotional efforts on visitors of specific destinations. Implications for destination marketing strategy and future research issues are discussed.
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Image differences between prospective, first time, and repeat visitors to the Lower Rio Grand Valley [J].https://doi.org/10.1177/004728759103000202 URL [本文引用: 1] 摘要
Destination image was conceptualized as evolving from an organic image, through an induced image, to a complex image. These image phases were linked to the informative, persuasive, and reminding functions of promotion. Data were analysed from a sample of 568 prospective, first-time, and repeat long-stay winter visitors to the lower Rio Grande Valley in Texas. These three subsamples were conside...
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Customer portfolio development: modelling destination adopters, inactives and rejecters [J].https://doi.org/10.1177/004728759703600106 URL [本文引用: 1] 摘要
ABSTRACT This study identifies factors associated with and discriminating among destination adopters, inactives, and rejecters. The setting is the state of New Mexico. The empirical findings are based on a sample of more than 900 out-of-state residents. The approach demonstrates how destination image, destination experience, and demographic character istics combine to influence segment membership. Moreover, the results also indicate that adopters and inactives can be separated by their image of the destination and by demo graphic characteristics. Managerial implications are outlined.
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旅游目的地形象结构与游客行为意图——基于潜在消费者的本土化验证研究 [J].https://doi.org/10.3969/j.issn.1006-575X.2011.01.004 URL 摘要
旅游目的地形象一般被认为是由认知形象、情感形象和总体形象构成的三维结构，是影响旅游行为的重要因素，但却很少有经验研究证明该结构及形象与旅游行为之间的关系。本研究以江苏周庄旅游形象为例，用结构方程分析（SEM）方法检验形象结构三维度之间的关系，以及目的地形象与游客行为意图的关系。研究发现：①认知形象对情感形象有较强的正向影响（路径系数=0．77）；②情感形象对总体形象有显著正向影响（路径系数=0．26）；③认知形象对总体形象有显著正向影响（路径系数=0．37）；④情感形象和总体形象对游客行为意图有显著正向影响（路径系数分别为0．33、0．14），而认知形象对游客行为意图的直接影响不明显（路径系数=0．11），情感形象对认知形象的影响未得到支持。研究证明了目的地形象三成分结构及其在中国文化背景下的适用性，以及情感形象是影响游客行为意图的最主要的形象成分。论文最后指出了本研究的意义、存在问题及对将来研究的建议。
Tourism destination image structural model and visitors’ behavioral intentions: Based on a confirmatory study of localization of pretential consumers. https://doi.org/10.3969/j.issn.1006-575X.2011.01.004 URL 摘要
旅游目的地形象一般被认为是由认知形象、情感形象和总体形象构成的三维结构，是影响旅游行为的重要因素，但却很少有经验研究证明该结构及形象与旅游行为之间的关系。本研究以江苏周庄旅游形象为例，用结构方程分析（SEM）方法检验形象结构三维度之间的关系，以及目的地形象与游客行为意图的关系。研究发现：①认知形象对情感形象有较强的正向影响（路径系数=0．77）；②情感形象对总体形象有显著正向影响（路径系数=0．26）；③认知形象对总体形象有显著正向影响（路径系数=0．37）；④情感形象和总体形象对游客行为意图有显著正向影响（路径系数分别为0．33、0．14），而认知形象对游客行为意图的直接影响不明显（路径系数=0．11），情感形象对认知形象的影响未得到支持。研究证明了目的地形象三成分结构及其在中国文化背景下的适用性，以及情感形象是影响游客行为意图的最主要的形象成分。论文最后指出了本研究的意义、存在问题及对将来研究的建议。
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Customer satisfaction. Market share and profitability: findings from Sweden [J].https://doi.org/10.2307/1252310 URL [本文引用: 2] 摘要
ABSTRACT Are there economic benefits to improving customer satisfaction? Many firms that are frustrated in their efforts to improve quality and customer satisfaction are beginning to question the link between customer satisfaction and economic returns. The authors investigate the nature and strength of this link. They discuss how expectations, quality, and price should affect customer satisfaction and why customer satisfaction, in turn, should affect profitability; this results in a set of hypotheses that are tested using a national customer satisfaction index and traditional accounting measures of economic returns, such as return on investment. The findings support a positive impact of quality on customer satisfaction, and, in tum, profitability. The authors demonstrate the economic benefits of increasing customer satisfaction using both an empirical forecast and a new analytical model. In addition, they discuss why increasing market share actually might lead to lower customer satisfaction and provide preliminary empirical support for this hypothesis. Finally, two new findings emerge: First, the market's expectations of the quality of a firm's output positively affects customers' overall satisfaction with the firm; and second, these expectations are largely rational, albeit with a small adaptive component.
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A cognitive model of the antecedents and consequences of satisfaction decisions [J].https://doi.org/10.2307/3150499 URL [本文引用: 1] 摘要
A model is proposed which expresses consumer satisfaction as a function of expectation and expectancy disconfirmation. Satisfaction, in turn, is believed to influence attitude change and purchase intention. Results from a two-stage field study support the scheme for consumers and nonconsumers of a flu inoculation.
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Equity and disconfirmation perceptions as influences on merchant and product satisfaction [J].https://doi.org/10.1086/209223 URL [本文引用: 1] 摘要
ABSTRACT Prior work on the equity and disconfirmation determinants of transaction satisfaction was extended to product satisfaction. Based on perceptions of inputs and outcomes of buyer, dealer, and salesperson, two subtractive versions of the equity formula-- absolute equity difference and equity advantage--were tested with fairness and preference as mediating variables. Both variables were related only to the equity advantage formula, and disconfirmation and fairness were shown to be distinct components of post-transaction dispositions. Moreover, product satisfaction was shown to be a function of product disconfirmation, complaining, and satisfaction with the dealer. The latter apparently mediates both fairness and salesperson satisfaction. Copyright 1989 by the University of Chicago.
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Conceptual and Methodological Issues in Consumer Satisfaction Research [J].
Consumer satisfaction has recently become a particularly salient concern for both business and government. This increased interest, however, has generated a relatively meager amount of research designed to assess the determinants of consumer satisfaction and dissatisfaction. This paper critically analyzes the existing survey and experimental research in this area, focusing on conceptual and methodological issues. An alternative model of consumer satisfaction based upon Thibaut and Kelley's (1959) comparison level theory is proposed.
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Models of Consumer Satisfaction Formation: An Extension [J]. |
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The measurement of place attachment: validity and generalizability of a psychometric approach [J]. |
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Level of specialization and place attachment: an exploratory study of whitewater recreationists [J]. |
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Intention to revisit a national park and its vicinity [J].https://doi.org/10.2753/IJS0020-7659400303 URL [本文引用: 1] 摘要
The purpose of this study was to examine how the perceived quality of recreation services, with the intervening factors of place attachment, explain the future intention to revisit a national park region. Furthermore, we analyzed how social bonds with an area relate to place attachment and revisit intention. A case study on Seitseminen, Linnansaari, and Repovesi National Parks in Southern Finland provided empirical data on the interaction of park visitors with the park and surrounding rural area. Using onsite visitor sampling, a mail questionnaire was completed by 736 park visitors. The results showed that social networks, such as relatives or a recreational home in the region, were positively associated with place attachment and visit intention. A structural equation model revealed a positive interaction between the perceived quality of services, the recreation environment, hospitality, and place attachment. Those who were more satisfied with the services, recreation environment, and hospitality were more attached to the region. Among park visitors, perceptions of a high quality of both services and recreational environment correlated positively with attachment to the park and the region. A positive place attachment also increased the intention of respondents to revisit the region in the future.
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九华山游客地方依恋与游后行为研究 [J].https://doi.org/10.3969/j.issn.1001-7852.2011.01.014 URL [本文引用: 1] 摘要
地方因与人的紧密结合而使得空间充满了价值和意义。地方依恋是人与地方相互作用产生的情感联结,是近几年国外游憩地理学和环境心理学研究的热点。通过对宗教旅游地九华山进行实证研究,结果显示,旅游者对九华山的地方依恋处于中等程度,认同与依赖程度一般。地方依恋影响因素复杂,旅游者的背景、游览次数、对九华山的熟悉度等都会影响地方依恋,依恋程度越高,重游及推荐意愿越强。
The study of relationship between place attachment and behavior intention of MT. Jiuhua. https://doi.org/10.3969/j.issn.1001-7852.2011.01.014 URL [本文引用: 1] 摘要
地方因与人的紧密结合而使得空间充满了价值和意义。地方依恋是人与地方相互作用产生的情感联结,是近几年国外游憩地理学和环境心理学研究的热点。通过对宗教旅游地九华山进行实证研究,结果显示,旅游者对九华山的地方依恋处于中等程度,认同与依赖程度一般。地方依恋影响因素复杂,旅游者的背景、游览次数、对九华山的熟悉度等都会影响地方依恋,依恋程度越高,重游及推荐意愿越强。
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Customer switching behavior in service industries: an exploratory study [J].https://doi.org/10.2307/1252074 URL [本文引用: 1] 摘要
Abstract Customer switching behavior damages market share and profitability of service firms yet has remained virtually unexplored in the marketing literature. The author reports results of a critical incident study conducted among more than 500 service customers. The research identifies more than 800 critical behaviors of service firms that caused customers to switch services. Customers' reasons for switching services were classified into eight general categories. The author then discusses implications for further model development and offers recommendations for managers of service firms.
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Tourism: Principles, practices, philosophies [M]. |
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Moderating effects of tourists' novelty-seeking tendencies on the relationship between satisfaction and behavioral intention [J].https://doi.org/10.3727/108354215X14411980111415 URL [本文引用: 1] 摘要
Novelty seeking is an important motivator of travel, and has been identified as one factor in why satisfied visitors may not return to the same destination. This study examined the extent to which novelty-seeking tendency influences the direction or strength of the relationship between satisfaction and tourists' behavioral intentions. The results indicated that novelty-seeking tendency weakened...
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An examination of the determinants of entertainment vacationers’ intentions to revisit [J].https://doi.org/10.1177/004728750104000106 URL 摘要
ABSTRACT This study investigated the relationship of entertainment travelers’ past vacation behavior, vacation satisfaction, perceived vacation value, and intentions to revisit and repurchase. Subjects were inquirers for the purchase of an entertainment package that visited the destination and were systematically selected over a 12-month period. Results suggest that past behavior, satisfaction, and perceived value are good predictors of entertainment vacationers’ intentions to revisit the destination. It was further found that the variables of past behavior, satisfaction, and perceived value are poor predictors of intentions to visit and attend live theater entertainment or book an entertainment package during a visit. Given the relationships between past behavior, satisfaction, perceived value, and intentions to revisit, results of the present study provide important theoretical implications and direction for entertainment destination management.
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When satisfied customers do not return: Variety seeking’s effect on short-and long-term intentions [J].https://doi.org/10.1002/mar.20431 URL [本文引用: 1] 摘要
ABSTRACTEven satisfied consumers frequently do not come back, which challenges loyalty theory and marketing practice. It is reasoned that variety-seeking tendencies will significantly affect short-term revisit intentions, whereas satisfaction and regret will mostly determine long-term revisit intentions. Thus, the influence of satisfaction on loyalty is hypothesized to be critically dependent on the time perspective of the intentions, now or later, and variety seeking. A representative survey (N = 400) in eight Spanish cities supported these predictions. Multivariate moderated-mediation analyses revealed that indeed the influence of satisfaction, regret, and variety seeking critically depends on the time perspective of the behavioral intentions.
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调节效应与中介效应的比较和应用 [J].
讨论了调节变量的概念和调节效应分析方法，并简要介绍了中介变量的概念和中介效应分析方法。从研究目的、关联概念、典型模型、变量的位置和功能、效应的估计和检验方法等角度，对调节变量和中介变量、调节效应和中介效应以及相应的模型做了系统的比较。作为应用例子，在儿童行为对同伴关系的影响研究中分析和比较了调节变量和中介变量。
A comparison of moderator and mediator and their applications.
讨论了调节变量的概念和调节效应分析方法，并简要介绍了中介变量的概念和中介效应分析方法。从研究目的、关联概念、典型模型、变量的位置和功能、效应的估计和检验方法等角度，对调节变量和中介变量、调节效应和中介效应以及相应的模型做了系统的比较。作为应用例子，在儿童行为对同伴关系的影响研究中分析和比较了调节变量和中介变量。
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