温泉旅游目的地形象、感知价值与游客忠诚度关系——以辽宁省汤岗子为例

游客忠诚度是旅游目的地开发利用的重要方面,是目的地获得竞争优势的重要保证。目的地形象是游客对目的地总体印象的评价,直接影响游客游后的行为倾向,但目前在对温泉旅游目的地形象研究中很少涉及该方面的研究。本文通过梳理温泉旅游目的地形象构成的客体要素,探讨了其对感知价值与忠诚度的影响并构建了假设模型,并以辽宁省汤岗子温泉旅游地为例进行实证检验。检验结论为:温泉旅游形象由环境形象、服务设施和产品形象,以及功能形象的3个维度构成,其中服务设施与产品形象对游客感知价值及忠诚度有显著影响,而环境形象和功能形象对游客感知价值影响一般,对忠诚度的形象没有显著影响。

The tourist loyalty is the ultimate aim of development and utilization of tourist destinations, and also an important guarantee for tourist destinations to gain the competitive advantage. The destination image is an evaluation of the general impression that tourists give to destinations, which directly affects tourist behavior tendency after tourism. At present, there are seldom re- searches involved in the hot spring destination image. Through combing the objective elements consisting of hot spring tourist destination images, this paper discusses their influences on perceived value and loyalty, and builds the hypothesis model to conduct an empirical testing with the case of Liaoning Tanggangzi Hot Spring Tourism Destination. The conclusion points out that the hot spring tourism image is composed of environmental image, service facilities and product image, and functional image. Among them, service facilities and product image have significant influence on tourist perceived value and loyalty, while environmental image and functional image have less influence on tourist perceived value and have no significant effect on loyalty.