不同类型旅游地竞合关系研究——基于旅游者忠诚差异分析

A Study on the Relationships of Competition-Cooperation in Different Destination Types: Based on the Divergences of Tourist Loyalty

旅游地竞合关系是旅游地理学研究的重要内容。旅游地竞合关系的实质是客源市场的竞合,它主要通过旅游者忠诚来体现。本文通过构建旅游者满意与旅游者忠诚的结构方程模型(SEM),以观光旅游者、乡村旅游者和城市旅游者为研究对象,通过分析旅游者满意与旅游者忠诚3个维度的具体关系来考察3种类型旅游者忠诚的异同,并探讨了不同类型旅游者忠诚差异产生的原因,在此基础上归纳、总结出不同类型旅游地竞合关系及其影响因素。

The relationship of competition and cooperation at destinations is an important subject in the research of tourism geography. Tourism market＇s competition-cooperation is the essence of destination competition-cooperation, and achieved by tourist loyalty. By building the SEM among tourist satisfaction, intention to revisit, word-of-mouth and search for alternatives, taking sight-seeing tourist of Wuyi Mountain, rural tourist of Changsha city and city tourist of Xiamen city as study objects, through comparative analysis, this paper explored the divergences of loyalty in three typos of tourists and inferred the causes of divergences of loyalty. Based on this, it induced and summarized some propositions of competition-cooperation. The conclusions are ： Firstly, tourist loyalty is a multidimensional construct, including intention to revisit, word-of-mouth and search for alternatives three dimensions; Secondly, tourist satisfaction has a significant positive effect to intention to revisit and word-of-mouth; Thirdly, sight-seeing tourist satisfaction and urban tourist satisfaction have significant positive effects while the rural shows a significant negative effect to search for alternatives; Fourthly, there are significant differences in tourist loyalty, sight-seeing and city tourist are ＂relative＂ loyalty tourist, and rural tourist is ＂absolute＂ loyalty tourist.