旅游真实性感知及其与游客满意、行为意向的关系——以古村落旅游为例

A Study on Authentic Perception of Tourists and its Impact on their Satisfaction and Behavioral Intentions——A Case of Ancient Village Tour

本文在文献回顾和古村落实证调研的基础上,构建真实性评价指标和游客行为意向指标。利用SPSS16.0进行探索性因子分析,将真实性指标归纳为客观、建构、后现代和存在主义真实性四个维度。进而构建用于解释游客真实性感知与其满意感和忠诚行为关系的结构模型,并利用Lisrel8.70进行检验和分析。检验结果表明,四类真实性感知直接影响游客的满意感,游客的存在主义真实性感知对其忠诚行为有直接正向影响,游客满意感与忠诚行为存在正相关关系。

On the basis of the review of literatures and empirical research on several ancient villages, this pa- per establishes the evaluation indicators of tourism authenticity and tourist behavioral intentions. And through the exploratory factor analysis by SPSS16.0, we classify tourism authenticity into objective authenticity, constructive authenticity, postmodernism authenticity and existential authenticity. Furthermore, we build a theoretical structural model that analyzes the relationship among the authentic perception of tourists and their satisfaction and loyalty. Then we test and analyze the structural model by the help of Lisrel8.70. The result shows that the authentic percep- tion of tourists influences their satisfaction directly, the existential authentic perception influences their loyalty posi- tively and directly, and tourists＇ satisfaction has positive relations on their loyalty directly.