游客花卉旅游感知价值与游客满意度、忠诚度关系研究——以新疆霍城县薰衣草旅游为例

The relationship between perception value and the satisfaction and loyalty of the tourists for flower leisure sightseeing

以新疆霍城县薰衣草旅游为例,基于国内游客调研数据分析,构建了游客花卉旅游的感知价值维度与游客满意度以及游客忠诚度的结构方程模型,探索游客感知价值维度与游客满意度以及忠诚度之间的关系,研究表明:(1)新疆霍城县薰衣草休闲观光游客感知价值包括薰衣草体验性;人文内涵;薰衣草主题产品;基础设施;价格与服务五个测量维度。(2)游客感知价值维度中薰衣草体验性、价格与服务、薰衣草主题产品对游客满意度以及忠诚度影响显著,基础设施、人文内涵的影响不显著。研究以游客为中心的感知价值与游客满意度以及忠诚度的关系,将对花卉休闲观光旅游的开发与发展具有指导意义。

Taking lavender leisure sightseeing in Huocheng County,Xinjiang as an example,and based on the analysis of the survey data of domestic tourists,the study constructed a structural equation model to explore the relationship between the dimensions of tourists perception value and tourists satisfaction and loyalty. This study concluded that firstly,tourists＇ perception value for lavender leisure sightseeing includes five measurement dimensions： lavender experience,humanism connotation,lavender theme product,infrastructure,price and service.Secondly,satisfaction and loyalty of the tourists had a significantly positive correlation with lavender experience,price and service,lavender themed products,but the effects of infrastructure and humanism connotation were not significant. The study will have guiding significance on flower leisure sightseeing.