农业休闲旅游的满意度对忠诚度影响的实证研究——以南昌市凤凰沟风景区为例

Empirical Study on the Satisfaction Degree Impact of Agricultural Leisure Tourism on Loyalty Degree——a Case Study in Nanchang Phoenix Ditch Scenic Spot

通过建构善于游客满意度与忠诚度的假设模型以及二者之间的回归方程。以南昌市凤凰沟风景区为例,进行描述性统计、信度与效度分析、差异性分析、相关性分析以及回归分析等统计分析。研究发现:游客的不同特性对其参与农业休闲的满意度以及忠诚度呈现不同的差异性;游客"心理"以及"美学"两个层面的满意度对游客的忠诚度有显著的正向影响作用;游客在"教育"、"社会"、"放松"、"生理"四个层面的满意度对忠诚度并不呈现显著的正向影响作用。依据研究发现并归纳结果,从注重旅游商品的开发与营销、针对游客特性进行目标市场营销、提高服务品质以增加游客满意度等三个方面提出建议,以期供相关从业单位在发展江西省凤凰沟风景区的旅游决策、设施建设、未来规划等做参考。

as a combination of agriculture and tourism products, agriculture leisure industry has become one of the more rapid developing industries in recent years. In China, Most of the researches on agricultural leisure from the supply side study on the current situation, critical success factors, barriers, problems of agricultural leisure in the development process, and their countermeasures, etc. However, the research about consumer behavior side is less, especially the quantitative empirical research on satisfaction and loyalty relationships of visitors who participate in agriculture leisure. On the basis of literature review and theoretical analysis, this paper constructed the hypothetical model of tourists＇ satisfaction and loyalty. The hypothetical model based on the visitors＇ six aspects of satisfaction affects visitor loyalty significantly and positively. And this study tries to build the regression equation between tourist satisfaction and loyalty.