世界遗产地游客满意度的测量模型构建与实证

A Measurement Model of Tourist Satisfaction in World Heritage Sites

以张家界国家森林公园为研究案例,运用结构方程模型,构建了一个世界遗产类景区游客满意度指数(WTSI)模型,并应用偏最小二乘法对模型进行实证检验。实证研究发现,由景区形象、顾客期望、感知质量、感知价格、游客满意、游客信任和游客忠诚等变量构建的世界遗产类旅游景区游客满意度指数(WTSI)模型基本成立。

World Heritage Site has become an important tourist destination in today＇s tourism market. The paper takes Zhangjiajie National Forest Park as an example, Building a world - heritage- class- scenic Tourist Satisfaction Index （WTSI） model based on SEM firstly, then we take Partial least squares（PLSs） method to make an empirical test of the model. We found that, the WTSI model which build on the Scenic image, customer expectations, perceived quality, perceived price, visitor satisfaction, visitor trust and tourist loyalty varihbles is basically set up.