古村落游客感知价值和满意关系研究——以广州小洲村为例

Study on the Perceived Value and Satisfaction of Tourists in Ancient Villages Taking Guangzhou Small Chau Village as an Example

古村落旅游研究对于促进我国农村旅游经济发展,推进社会主义新农村建设,提升古村落旅游竞争优势以及促进其持续健康发展具有重要的实践意义。以广州小洲村为例,主要探讨了古村落游客感知价值、满意以及行为倾向之间的关系。研究发现,古村落游客感知价值中的社会价值和品牌价值对游客总体满意和忠诚都有积极影响,而功能价值对游客总体满意有积极影响,情感价值对游客忠诚有积极影响。

The study on ancient village tourism is not only important for promoting the development of rural tourism economy,promoting the construction of new socialist countryside,but also helpful for promoting the competitive advantages of ancient villages and developing their sustainable development.Taking Small Chau Village in Guangzhou as an example,this paper mainly discusses the relationship between the perceived value,satisfaction and behavioral tendency of the tourists in ancient villages.The study found that the social value and brand value of the visitors＇ perceived value have positive influence on the whole satisfaction and loyalty of the tourists,while the function value has positive influence on the whole satisfaction of the tourists,and the affective value has positive influence on the tourists＇ loyalty.