旅游地吸引力的游客感知差异及其对重游意愿的影响——以海南国际旅游岛为例

A Study on the Difference of Perceived Attractiveness of Destination and Its Impact on Tourists' Revisitention——Take Hainan for Example

旅游地吸引力是游客造访特殊景点的重要理由,属于动机理论中"拉"的因素,吸引力研究兼具理论和实践价值。本文以海南国际旅游岛为研究对象,通过抽样调查获得基础数据,将其吸引力归纳为接待服务、环境氛围和资源价值等3个维度。通过t检验和单因素方差分析发现不同性别、文化程度、婚姻状况、职业和家庭结构人群在接待服务、环境氛围和资源价值的感知上无显著差异,而不同年龄和月收入人群则存在分异情况。各吸引力维度对游客重游意愿均存在显著正向影响,其中环境氛围的影响最突出。最后,提出了研究建议与展望。

The attractiveness of destination is the core ＂pull＂ foetor for visitors, and it is of great importance to tourism destination management. The purpose of this thesis was to understand the phenomenon of repeat visitation by investigating the relationship between destination attractiveness and the willingness of revisit. By using factors analysis, the attractiveness can be divided into three dimensions, namely hospitality services, environment and resource value. By using t test and one-way ANOVA, we find that there is no significant difference of attractiveness perception among different gender, education, marital status, occupation and family structure population except age and salary income. The attractiveness have a positive impact on tourists＇ willingness ofrevisitation. At last, some suggestion are proposed.