休闲运动公园客户服务的成长模式研究

Leisure Sport Park Customer Service Model of Cross-cultural

本文在我国部分城市运动公园休闲的背景下,探究文化与营销因素(例如服务质量、满意度和行为意向)、休闲因素(例如体验、拥挤)之间的因果关系。在对发达城市附近的运动公园游客的调查,采用系统随机选择方法,在多种文化背景的游客常去的位置进行目的性抽样。研究结果显示出可以接受的信度和效度。结构方程模型(SEM)分析发现,文化对营销因素的影响远大于文化对休闲因素的影响。对于三个子类别的进一步分析表现出与总体模型相似的形态,但是文化对于其他五个概念没有显著影响。本文对研究结果进行了讨论,并提出了管理方面的启示和对未来研究的建议。

This article explored the causal relationship between culture and marketing factors（such as service quality,satisfaction and behavioral intention）,casual factors（such as experience,crowding）,under the background of leisure parks in some cities of our country.In the survey of visitor of sport parks next the developed cities,the paper used systematic random selection method to make purpose samples of locations frequented by tourists in a variety of cultural backgrounds.The results showed the acceptable reliability and validity.From the Structural Equation Modeling（SEM） analysis,the impact of culture on marketing factors is much larger than that on casual factors.The further analysis of the three sub-categories showed a similar pattern with the overall model,but the culture had no significant effect on the other five concepts.In this paper,the results were discussed and the management inspiration and suggestions for future research were proposed.