古村落游客忠诚模型研究——基于游客感知价值及其维度视角

Study on tourist loyalty model of ancient village:Based on the tourist perceived value and its dimensions

古村落旅游发展离不开游客的感知评价,探讨在古村落情境下的游客感知规律对古村落旅游可持续发展具有现实意义。基于游客感知价值及其维度视角,本文构建了古村落游客忠诚概念模型,并以湖南岳阳县张谷英村为例进行实证;通过探索性因子分析以及结构方程模型检验和修正,得到了古村落游客忠诚修正模型。修正模型表明,古村落游客感知价值作为单维度结构通过满意间接影响忠诚的形成,但其内在维度的忠诚机理差异明显,功能维的忠诚驱动显性化,情感维的忠诚驱动隐性化。研究认为,建立良好的古村落游客感知体验环境,创造和传递游客感知价值,可以培育游客对古村落的忠诚。

From the residence into a tourist destination, the ancient village＇s evolution is inseparable from the perception and evaluation of tourists when experiencing in the ancient villages. The paper builds a conceptual model （M1） on loyalty based on the tourist perceived value and its intrinsic dimensions of ancient village, and takes Zhangguying village as an example. It was found by EFA （Exploratory Factor Analysis） that the conceptual model on tourist loyalty of ancient village consists of eight exogenous latent variables, that is the social value, emotional value, epistemic value, economic cost, non-economic costs, guide services, community services, and the resource ontology of ancient village tourism, as well as three endogenous latent variables, that is tourist perceived value, satisfaction and loyalty. After using SEM （Structural Equation Modeling）, it was found that the so- cial value, economic cost and non-economic costs have not notable influence on the loyalty in the conceptual model, and then a revised loyalty model （M2） based on the tourist perceived value and its intrinsic dimension of ancient villages was put forward through cutting out three paths and referring to MI （modified index）. In the meantime, the revised model （M2） is better than the conceptual model （M1） in goodness of fit. The revised loyalty model shows that the perceived value of ancient village＇s tourists as a single-dimension structure indirectly impacts the loyalty formation through satisfaction, but loyalty-driven mechanism of the perceived value＇s inner dimensions is significantly different. The resource ontology of ancient village tourism is the most important dimension, and the social value and economic cost have not any direct or indirect influence on the tourist loyalty. It is a general tendency that the functional dimension＇s effect is dominant, and emotional dimen- sion＇s effect is hidden. Finally, the practical significance of this research is discussed. The paper considers that we should create a good tourism environment of the ancient village, enhance tourist perception on profits, reduce loss of tourist perceived benefits, and raise tourist perceived value. Only in this way can the loyalty of tourist to the ancient village be cultivated.