关于旅游目的地重游决策行为的结构模型研究——境外近20年来的研究综述

Review of Structure Model Research for Tourist Destinations

随着旅游业竞争加剧,不同旅游地已经将提升初游者和重游者的数量作为主要的目标。因此,重游者数量的提升也成为目的地营销的重要目标。本文就近20年来境外学者对重游决策行为研究进行总结,分析了旅游者重游行为的动机和影响要素,重点就学者应用较多的结构模型进行分类梳理,主要有旅游者动机与满意度及忠诚度模型,旅游目的地形象感知与重游决策模型以及4个重游决策行为的复合结构模型,包括重游意向预测决定因素模型、重游空间行为的模型、质量对满意度及行为倾向范式的结构模型和旅游目的地属性对行为倾向影响模型。综合来看,境外学者采用多学科的研究方法,通过不同的分类标准,就重游者的决策行为模型开展了较为丰富的实证分析和探索研究。研究结论可为提升国内旅游目的地的资源整合和形象,增强市场营销绩效的相关研究提供参考和借鉴,为区域旅游目的地重游率的提升和可持续发展提供依据。

This review summarizes 20 years of international research into revisit rates for tourism destinations.First,we review the motivations for tourist re-visit behavior and influential factors,especially structure models of internal relation about tourist decision-making.Second,we summarize structural models that contribute to the effect of tourism destination image on revisit intention.Third,we outline four major composite structure models for decision-making behavior including the revisit intention prediction determinants model,the revisit spatial behavior model,the quality-satisfaction-behavior intention model,and the model of the effect of tourism destination attributes on behavior.In conclusion,non-Chinese scholars use multi-disciplinary research methods to carry out empirical analyses of abundant revisit decision-making behavior models by using different classification standards,and the empirical case for the well-known tourist destination.Based on our review,the future of Chinese research on tourist revisit decision-making behavior requires more attention on different access to information channels.Re-visit decision-making behavior will classify different disciplinary perspectives from geography,psychology,management science,economics and behavioral science.This review will aid resource integration and image promotion for domestic tourist destinations,provide the reference for enhancing marketing performance,and provide practical guidance for regional tourism sustainable development.