基于目的地感知质量驱动模型的西藏入境游客忠诚研究

The Tourist Loyalty of Tibet's Inbound Tourists Based on Destination Quality Perception

旅游目的地感知质量与游客忠诚是目的地营销管理与游客行为研究的重要内容,对西藏发展入境旅游有重要的参考价值。基于游客忠诚理论,构建目的地感知质量与游客忠诚的结构方程模型,通过问卷调查西藏入境游客,实证研究其影响关系。发现目的地旅游资源感知质量与西藏入境游客态度忠诚和行为忠诚间分别存在显著正相关与负相关,旅游产品感知质量与西藏入境游客态度忠诚和行为忠诚皆存在显著正相关,而旅游接待设施与服务感知质量与西藏入境游客行为忠诚存在显著负相关。

Both tourist loyalty and destination quality perception are important theoretical subjects,and significant to the inbound tourism of Tibet. Based on the theory of tourist loyalty,it constructed a structural equation model of the perceived quality of destination and tourist loyalty and studied their relationship upon the questionnaire survey of the inbound tourists to Tibet. The result shows that the perceived quality of tourist resource has a significant positive correlation to attitudinal loyalty and a significant negative correlation to behavioural loyalty;the perceived quality of tourist product has a significant positive correlation to behavioural loyalty;the perceived quality of tourist reception has a significant negative correlation to behavioural loyalty.