乡村徒步旅游游客感知价值对游客忠诚的影响研究——游客满意的中介作用

Research on Impact of Rural Hiking Tourist Perception Value on Tourist Loyalty:Mediating Role of Tourist Satisfaction

通过线性回归分析了乡村徒步旅游游客感知价值对游客满意及游客忠诚的影响,研究发现,乡村徒步旅游游客感知价值的四个维度价格价值、功能价值、社会价值及情感价值对游客满意和游客忠诚都呈显著性的正相关;其中情感价值的影响最大也最显著,其次是功能价值;同时游客满意对游客忠诚也呈显著性正相关;通过中介效应的分析发现,游客感知价值是通过游客满意来影响游客忠诚的,即游客满意起到了部分中介的作用。

Impact of rural hiking tourists perceived value on visitor satisfaction and visitor loyalty was analyzed through linear regression,the researchers found it has the four dimensions,the price value,functional value,social value and emotional value,which the emotional value is the largest but also the most significant forward,followed by the functional value;at the same time,visitors satisfied with the tourist loyalty also was significant with positive correlation;through mediational analysis,it finds loyalty tourists is affected by visitors perceived value through tourist satisfaction,tourist satisfaction has played a partially mediating role.