游客体验、主客关系质量与游后口碑关系及管理启示——基于赴大连游客的实证分析

Study of the relationship among tourist experience,host-guest relationship quality and tourist word-of-mouth relationship after travel and its management implication——An empirical study based on the tourists to Dalian

文章借鉴现有研究,将游客体验分为感官体验、情感体验和精神体验三个维度。将主客关系质量划分为满意、信任与忠诚,并构建了游客体验、主客关系质量和游后口碑之间的关系模型。基于赴大连游客的实证分析表明:游客体验各维度中,精神体验和感官体验对主客关系质量中的满意和信任的影响较显著;而精神体验和情感体验对忠诚的影响较显著;对游后口碑影响最大的是满意,其次是忠诚,信任的影响不显著。据此,提出旅游地口碑管理启示:完善旅游地景观产品体系,丰富游客体验;注重游客的参与性体验,培育良好的主客关系;关心游客的情感诉求,树立口碑效应。

The paper divides tourist experience into three dimensions on the basis of the current research,that is,sensory experi-ence,emotional experience and mental experience;host-guest relationship quality can be divided into satisfaction,trust and loyalty and a theoretical model on tourist experience,host-guest relationship quality and tourist word-of-mouth after travel is construc-ted.The results based on the empirical study of the tourists to Dalian show that：among each dimension of tourist experience,mental and sensory experience have a great effect on satisfaction and trust among host-guest relationship quality;mental and emotional ex-perience influence loyalty significantly;tourist word-of-mouth after travel is influenced greatly by satisfaction,secondly by loyalty and slightly by trust.Accordingly countermeasures about word-of-mouth management of tourist destination are put forward：we should improve the landscape products of destination,enrich tourist experience;focus on full experience and participation of tourists, cultivate good host-guest relationship;pay attention to emotional request of tourists,and establish word-of-mouth effect.