乡村旅游拉力动机及其与游客满意度、忠诚度的关系研究——以河南省信阳市郝堂村为例

Relationship between pull motivations and the satisfaction and loyalty of the tourists for rural tourism——A case of Haotang Village in Xinyang City,Henan Province

以河南省信阳市郝堂村乡村旅游为例,从旅游拉力动机视角出发,运用因子分析法和结构方程模型,探索乡村旅游拉力动机维度及其与游客满意度、忠诚度之间的关系.结果表明,乡村娱乐项目、乡村体验项目、乡村民俗、乡村文化、乡村景观共同构成乡村旅游拉力动机维度,各拉力动机之间存在强度差异;乡村民俗和乡村文化拉力动机对游客满意度、忠诚度具有直接显著正向影响,乡村体验项目和乡村景观拉力动机对游客满意度、忠诚度有影响但不显著,乡村娱乐项目拉力动机则与游客满意度、忠诚度呈负相关关系;中等强度的拉力动机对游客满意度、忠诚度的影响最大,而随着拉力动机强度的增强或下降,对游客满意度、忠诚度的影响则随之下降.

Taking rural tourism in Haotang Village in Xinyang City , Henan Province as an example , the study started from the perspective of tourists＇ pull motivation , by using factor analysis and a structural equation model , the relationship between the dimensions of tourists＇ pull motivation and tourists satisfaction and loyalty is explored . This study concluded that firstly , tourists＇ pull motivation for rural tourism includes five measurement dimensions , rural entertainment project , rural experience project , rural folk , rural culture and rural landscape . These motivations have different intensity . Secondly , tourists＇ satisfaction and loyalty have a significantly positive correlation with rural folk and rural culture , the effects of rural experience project and rural landscape are not significant , rural entertainment project is negatively correlated with tourists＇ satisfaction and loyalty . Lastly , the medium pull motivation has highest impact on tourists＇ satisfaction and loyalty .The impact will go down ,when the intensity of pull motivation is too high or too low .