国外旅游目的地忠诚度研究进展

A Recent Progress on Western Tourism Destination Loyalty Research

忠诚度概念自提出以来,便受到学术界和实业界的高度关注,被运用到广泛的研究和实践领域。在过去十余年的时间里,国外学术界对目的地忠诚度的研究给予了高度关注。相较之下,我国在旅游领域的忠诚度研究还十分有限,关于旅游目的地忠诚度的研究则几乎处于空白。本文通过相关文献的搜集和整理,一方面梳理国外旅游目的地忠诚度研究的基本概念、理论框架和最新实证研究成果,以便为国内相关研究奠定基本的学术平台;另一方面通过分析现有国外目的地忠诚度研究中存在的问题,探索未来研究的方向,为进一步的理论和实证研究提供有益的借鉴。

Tourist loyalty is an invaluable asset for destinations,which usually means cheap marketing expenditure and stable source of revenue.In the last decade western scholars have paid much attention to destination loyalty research.However loyalty study in tourism area is very limited and destination loyalty study in China can’t even be found in formal academic publications.The goal of this paper is two-fold：firstly,a platform for communicating with their western counterparts is supposed to set up for Chinese scholars.With this goal in mind,an extensive literature is sorted out to make clear of the definition and measure techniques,main theory frameworks and empirical research contribution in the destination loyalty study area.Secondly,a critical perspective is taken to probe into the problems and gaps in existing western destination loyalty literature.And as a result the future research direction and orientation on destination loyalty is found out.