基于形成性测量模型的游客满意度研究—散客游与团队游比较

A research on tourist satisfaction based on the formative measurement model—Comparing individual with group tours

从多维度游客感知质量视角,构建基于形成性测量模型的游客满意度模型,并分别在散客游和团队游两类样本下对模型进行统计检验与比较。研究发现:对于散客游,如旅游交通与景点并不会影响满意与忠诚;但餐饮、住宿、娱乐会正向影响满意,进而间接影响忠诚。对于团队游,如餐饮、住宿与景点不会影响满意与忠诚;但娱乐、公共服务、旅行社服务会正向影响满意,进而间接影响忠诚。无论是散客游,还是团队游,购物都对满意与忠诚有正向影响;娱乐与公共服务对满意都有正向影响,但两者之间也存在显著差异。

From the perspective of multidimensional tourists＇ perceived quality,a tourist satisfaction model was built based on the formative measurement model,and statistical test and model comparison were made under the two kinds of samples,individual and group tours. The study found that for the individual tours,tourist traffic and spots didn＇t affect satisfaction and loyalty,but catering,accommodation and entertainment had a positive influence on satisfaction,and indirectly affected loyalty. For group tours,such as catering,accommodation and attractions didn＇t affect satisfaction and loyalty,but entertainment,public service and travel agency services had a positive influence on satisfaction,and indirectly affected loyalty. Whether individual or group tours,shopping had positive effects on satisfaction and loyalty,and both entertainment and public service had a positive influence on satisfaction. But there were also significant differences between the two.