体验经济下游客忠诚度影响因素实证研究——以荆州古城旅游为例

Study on Factors of Tourist Loyalty under Experience Economy——Take the ancient city of Jingzhou tourism as example

基于顾客忠诚动因,从游客满意、旅游质量、旅游价值和旅游动机4个维度分析了其对游客忠诚的影响。以荆州古城旅游为例,通过描述性分析、因子分析、回归分析等计量方法对荆州古城游客忠诚进行了实证研究,结果表明,游客满意、旅游质量、旅游价值和旅游动机均对顾客忠诚有正向的影响作用,其中,游客满意和旅游质量对顾客忠诚的影响相对较大。因此,荆州古城可通过提高游客在旅游体验过程中的满意度,从而实现游客的忠诚,为荆州古城旅游的进一步发展提供参考。

Based on the customer loyalty's motivation,the effect on tourist loyalty was analyzed from 4dimensions of tourist satisfaction,quality of tourism,tourism value and tourism motivation.Take the ancient city of Jingzhou tourism as example,empirical research by descriptive analysis,factor analysis,regression analysis of econometric methods such as loyalty to the ancient city of Jingzhou tourists were carried out.The results show that tourist satisfaction,tourist quality,tourism value and tourism motivation have positive impact on tourist loyalty;the influence factors are satisfaction of tourists and the tourism quality.Therefore,Jingzhou can improve the satisfaction of tourists in the tourist experience in the process so as to realize the loyalty of tourists and provide a reference for the further development of Jingzhou tourism.