旅游地属性与旅游者感知态度和购后行为的关系--以九寨沟风景区为例

On the Relationship between Tourism Destination Attributes and Tourists' Perceived Attitude,Post-purchase Behavior——A Case of Jiuzhaigou Landscape Area

识别旅游地的属性对于旅游地形象、满意度以及旅游者的重游意愿和推荐意愿的效用是非常重要的。本文以九寨沟风景区为案例,采用因子分析和回归分析等方法,研究发现:①九寨沟风景区地方属性可以分为资源价值和人文环境氛围、接待服务、自然旅游资源和环境3个维度。②不是九寨沟所有的地方属性都对其形象的形成、满意度、重游意愿和推荐意愿有显著作用,在18个属性中只有11个属性与旅游者的感知态度和购后行为有关。可以构建旅游地属性与旅游者的感知和态度关系的结构模型。③九寨沟风景区地方属性的效用和感知质量的高低是不完全耦合关系。研究可以为旅游地的旅游开发与管理提供建议,有助于旅游地采取针对性的改善措施与市场营销策略。

It is very important to identify the effectiveness of destination attributes on tourism destination image, tourists＇ satisfaction and their intention to revisit and willingness to recommend. Taking Jiuzhaigou landscape area as a case study, and by adopting methods of factor analysis and regression analysis, we find： 1. The local attributes of Jiuzhaigou landscape area can be divided into three dimensions of resource values and the atmosphere of humane environment, reception service, natural tourism resources and environment. 2. Not all of the local attributes have significant effect on the formation of its image, tourists＇ satisfaction and their intention to revisit and willingness to recommend. Only 11 out of 18 attributes are related with tourists＇ perceived attitude and their post- purchase behavior, which can be used to construct structural model. 3. The effectiveness of local attributes and their perceived quality are not completely coupled. The study intends to offer suggestions for tourism development and management and help tourism destinations to take appropriate measures and marketing strategies.