情感因素对游客体验与满意度的影响研究——以桂林山水实景演出“印象·刘三姐”为例

Study on the Effect of Affective Factors on Tourist Experience and Satisfaction——Taking the Performance"Impression of Liusanjie" in Guilin as An Example

研究运用结构方程,从情感与认知两个视角构建游客满意度测评模型,并进行实证研究。运用LISREL及SPSS统计软件进行检验,研究表明,游客的"满意"是认知与情感两条路径综合影响的结果。消费前情感因素显著影响游客对旅游产品的体验评价与属性评价(γ11=0.23**,γ21=0.24**),消费后情感因素显著影响游客对旅游产品的感知价值评价(β43=0.41***),感知价值进而显著影响满意度形成(β54=0.73***)。游客对产品的体验评价较产品属性评价更显著地影响消费后情感、感知价值及游客满意度(β31=0.54***>β32=0.22**;β41=0.46***>β42=0.22**;β51=0.18*>β52=0.17*)。而消费前期望与消费后情感及感知价值并无必然联系。同时发现,游客对审美体验与教育体验的感受更强烈地影响他们对产品的体验评价。研究将有助于更全面地认识顾客满意度及购后行为的形成过程。

Based on the structural equation model,the paper constructs the evaluation model of tourist satisfaction from the perspective of affection and cognition and makes an empirical study.By means of the statistical software of LISREL and SPSS for testing,the study indicates that tourist ＂satisfaction＂is the outcome of the comprehensive effect of both cognition and affection.The affective factor before consumption significantly affects tourist experience evaluation of tourist products and attribute evaluation（γ11 = 0.23＊＊,γ21 = 0.24＊＊）,while affective factor after consumption significantly affects tourist evaluation of perceptional value of tourist products.（β43 = 0.41＊＊＊） Perceptional value furthermore significantly affects the formation of satisfaction（β54 = 0.73＊＊＊）.Tourist experience evaluation of products significantly affects their affection after consumption,their perceptional value and satisfaction more than the attribute evaluation they make.（β31 = 0.54＊＊＊ β32 = 0.22＊＊;β41 = 0.46＊＊＊ β42 = 0.22＊＊;β51 = 0.18＊ β52 = 0.17＊） There is no evident relationship between pre-consumptive expectation and post-consumptive affection and perceptional value.Besides,tourist esthetic and educational experiences affect their experience evaluation more strongly.The study will be conducive to understanding more fully tourist satisfaction and their post-purchasing behavior.