红色旅游质量、满意度与游客忠诚研究——以井冈山景区为例

Tour Quality,Tourist Satisfaction and Tourist Loyalty of Red Tourism in China——A Case Study of Jinggangshan Scenic Spot

游客忠诚对旅游目的地的发展、旅游产品的人际传播和市场占有率产生重要的影响。本文以中国特色的红色旅游景区为例,分析红色旅游目的地旅游质量和游客满意度对游客忠诚的影响。论文在文献研读的基础上,建立了三者之间的结构方程模型。通过对收集到的134份有效问卷的统计分析,揭示红色旅游质量、满意度与游客忠诚之间的关系,剖析提升游客忠诚的途径。实证分析结果显示:游客满意度对游客忠诚具有显著的正向影响关系,旅游质量对满意度具有显著的正向影响,并通过满意度间接影响游客忠诚,满意度对旅游质量与游客忠诚具有完全中介作用,红色旅游质量对游客忠诚表现出不显著的负向影响趋势,提高红色旅游游客忠诚的重点是提升红色旅游景区特征质量。

Loyalty of tourist plays a critical role in facilitating development of travel destinations,as well as interpersonal communication and market share of tourist product. This study evaluates the impacts of quality of destination and tourist satisfaction on tourist loyalty by taking the red tourist attractions as example. A structural model is constructed for the three subjects based on literature analysis. Three hypotheses are proposed accordingly. The paper reveals the relation among the three drawing on the statistical analyses of 134 valid questionnaires. Specific ways to improve tourist satisfaction are also suggested to encourage revisit and enhance red tourist. The findings demonstrate that tourist satisfaction has significant positive impacts on tourist loyalty,while tour quality affects tourist satisfaction positively and also affects tourist loyalty via satisfaction; tourist satisfaction plays a fully mediating role between tour quality and tourist loyalty.Tour quality plays a non-significant negative role in affecting tourist loyalty. Increasing the red characteristics of tourism destination development is the best approach to improve the loyalty of red tourist.