乡村旅游服务质量与游客忠诚关系的实证研究——以成都市三圣乡为例

An empirical study of the relationship between service quality and visitor loyalty in rural tourism——A case study of Chengdu Sansheng Xiang

文章以成都市三圣乡为例,在文献分析的基础上,构建乡村旅游服务质量和游客忠诚关系概念模型,提出乡村旅游服务质量和游客忠诚关系的九个假设,并对模型和假设进行实证检验。数据分析结果表明:乡村旅游服务的技术质量对认知忠诚有显著的正向影响;功能质量对认知忠诚有显著的正向影响;技术质量对行为忠诚、情感忠诚的影响均不显著;功能质量对情感忠诚、行为忠诚的影响并不显著;同时认知忠诚对情感忠诚有显著的正向影响,认知忠诚对行为忠诚有显著的正向影响,情感忠诚对行为忠诚有显著的正向影响。

The study of service quality and visitor loyalty in rural tourism is the typical representative of rural tourism — a case study of Chengdu Sansheng Xiang.According to a summary of the previous research,this article proposes the conceptual model of this article,and puts forward nine hypotheses in this article.The empirical research result shows that technical service quality has positive effect on cognitive loyalty;functional service quality has positive effect on cognitive loyalty;cognitive loyalty has positive effect on affective loyalty and behavioral loyalty;affective loyalty has positive effect on behavioral loyalty.