体验价值、满意度及忠诚度关系研究——以温泉旅游为例

A Study of the Relationship between Tourist Experiential Value,Tourist Satisfaction and Tourist Loyalty——Taking Hot Spring Tourism for Example

鉴于前期研究的成果,以温泉旅游者为研究对象,构建了一个包含旅游体验价值、旅游者满意度以及忠诚度的理论关系模型。采用问卷调查的方法,对在辽宁省温泉洗浴过的旅游者进行抽样调查,并运用结构方程模型的方法进行实证检验。经过数据分析,得出如下结论:(1)旅游体验价值中的功能性体验价值维度和享乐性体验价值维度对旅游者满意度有显著的正向影响。(2)旅游体验价值中的享乐性体验价值维度和象征性体验价值维度对旅游者忠诚度有显著的正向影响。(3)旅游者满意度对旅游者忠诚度有显著的正向影响。(4)满意度在温泉旅游者体验价值的享乐性体验价值向忠诚度转化的过程中发挥部分中介作用。文章研究结果有利于温泉旅游服务供应商认知对温泉旅游目的地未来设计和开发的维度,清楚提升温泉旅游服务的要素,做到真正提高温泉旅游者体验的质量,从而提高温泉旅游者的满意度和忠诚度,获得更好的市场发展和更大的投资回报。

The paper, based on the previous studies, put the hot spring tourists as the research object, proposes a relational model including tourist experiential value, tourist satisfaction and tourist loyalty. The study conducts a questionnaire survey of the Liaoning hot spring tourists and tests the model using structural equation modeling（ SEM ）. The analysis shows that： （1）Tourist ex- periential value has significant positive effect on tourist satisfaction;（2）Tourist experiential value has significant positive effect on loyalty;（3）Tourist satisfaction has significant positive effect on loyalty; （4）Tourist experiential value indirectly impacts loyalty through tourist satisfaction. The findings of the study can be beneficial to hot spring tourism service supphers to create tourist ex- periential value, thereby increase tourist loyalty, while bringing a better market development and greater return on investment.