旅游地声誉与旅游者忠诚关系研究

The Relationship Between Destination Reputation and Tourist Loyalty

基于相关研究成果,文章构建以旅游地认同为中介变量和调节变量的旅游地声誉与旅游者忠诚关系模型。通过对厦门市旅游者进行调查获取基础数据,采用结构方程模型、回归分析等方法进行实证研究,发现旅游地声誉对旅游者忠诚的重游倾向和口碑宣传二维度均有显著正向影响,旅游地认同在旅游地声誉对重游倾向的影响中没有中介作用和调节作用,而在旅游地声誉对口碑宣传影响中起部分中介作用和正向调节作用。文章最后指出研究局限和未来研究方向。

Based on the corporate management and marketing literature, this .paper builds the relation model between destination reputation and tourist loyalty, which takes destination identification as mediating and moderating variable. In order to test the relation model, this research investigates Xiamen tourists to obtain basic data and empirical analysis. Using measurement model tests the reliability and validity of constructs in the model, and using structural model, regression analysis test the mediating and moderating of destination identification between destination reputation and tourist loyalty. The findings suggest that there are enough reliability and validity of constructs. Destination reputation has a significant effect on destination identification, and significantly affects revisit intention and word-of-mouth, two dimensions of tourist loyalty. Destination identification has a significant mediating role between destination reputation and word-of-mouth, but has not between destination reputation and revisit intention. At the same time, destination identification has a significant moderating role between destination reputation and word-of-mouth, but not between destination reputation and revisit intention. Discussion and future research directions are pointed out in the end of paper.