游客口碑忠诚的关键影响因素实证研究——以赴大连游客为例

An empirical research on key factors on tourists' WOM loyalty:take tourists to Dalian as an example

旅游行业,游客忠诚的研究,有必要区分重游忠诚和口碑忠诚,才能取得更有针对性、适用性的研究结论。本文通过对口碑忠诚相关概念内涵的分析,进行文献梳理和假设推演,构建了基于旅游体验和主客关系的游客口碑忠诚的关键影响因素模型。通过对赴大连游客的问卷调查,利用SPSS和LIS-REL统计软件进行模型检验。结果表明:旅游目的地形象、旅游体验与主客关系质量共同影响游客口碑忠诚。

In tourists＇ loyalty research, it is necessary to differentiate re-visit loyalty and WOM loyalty, and the more targeted and applicability research conclusion can be achieved. The model of key effective factors on WOM loyalty is constructed based on experience and the relationship between subject and object through the analysis of some related concepts of WOM loyalty, and via the literature review and hypothesis deduction. Through tourists to Dalian questionnaire survey, using SPSS and LISREL statistic software to model test, results show that tourist desti- nation image, tourist experience and subject-object relationship jointly affect tourists WOM loyalty.