景区吸引力、游憩体验、满意度与忠诚度关系之探讨——基于闽侯休闲农业景区的实证研究

Relationship among Scenic Attraction,Recreation Experience,Satisfaction and Loyalty——An Empirical Study based on the Leisure Agriculture Resorts in Minhou

在综合前人相关研究的基础上,设计了一份休闲农业景区游客游憩行为的调查问卷,并运用于福州市闽侯县的棋盘寨森林人家、龙台山生态园、白沙湾生态农庄的实地调查,获取459个有效样本。探索性因子分析表明,景区吸引力和游客满意度均可以缩减为3个维度,游客游憩体验由2个维度构成,而忠诚度则独立组成1个维度。多元线性回归分析显示,景区吸引力对忠诚度不具有直接影响,但具有间接影响;游憩体验对忠诚度既具有直接影响,也具有间接影响;游客满意度在景区吸引力和忠诚度之间起着完全中介作用,在游憩体验和忠诚度之间起着部分中介作用。针对以上研究结果,对当地休闲农业景区的经营管理提出若干具体建议。

Based on comprehensive review of previous studies,a questionnaire dealing with visitor behaviors in leisure agriculture resorts was designed and conducted with 459 individuals visiting the Qipan Cottage Forest Home,Longtai Mountain Ecological Garden,and Baisha Bay Ecological Farm in Minhou County,Fuzhou.EFA analysis shows that the selected question items of scenic attraction and visitor satisfaction can be reduced to 3 dimensions,the visitor recreation experience consists of 2 dimensions, and visitor loyalty is formed by a separate dimension.Multiple linear regression analysis indicates that the scenic attraction not directly,but indirectly affects the visitor loyalty.The recreation experience has both direct and indirect effects on the visitor loyalty,and the visitor satisfaction has completely mediated the relationship between the scenic attraction and the visitor loyalty,as well as partially mediated the relationship between the recreation experience and the visitor loyalty.On the basis of the study findings,some countermeasures for the practical management were drawn.