红色旅游地品牌个性对游客忠诚度影响研究--以游客满意度为中介变量

A Research on the Impact of Red Tourism Destination Brand Characteristics on Tourists' Loyalty: Tourists' Satisfaction as the Mediating Variable

文章以井冈山为例,实证分析了红色旅游地品牌个性、游客满意度和忠诚度的关系,并探讨了游客满意度的中介作用。结果显示红色旅游地品牌个性中的乡风民俗、红色教育、闲适、红色认知、山清水秀5个维度对游客满意度、忠诚度具有显著的正向预测作用,游客满意度对忠诚度具有显著的正向预测作用;游客满意度对乡风民俗、红色教育、闲适、山清水秀维度与游客忠诚度间的关系起部分中介作用,对红色认知维度与游客忠诚度间的关系起完全中介作用;游客满意度在闲适、乡风民俗维度与游客忠诚度关系间的中介效应较大,在红色教育、红色认知、山清水秀维度与游客忠诚度关系间的中介效应较小,游客满意度在品牌个性各维度与游客忠诚关系间的中介效应和总效应的比值较大。

Taking Jinggangshan as a ease study, the paper empirieally analyzes the relationship among red tourism destination brand characteristics, tourists＇ satisfaction and tourists＇ loyalty. The paper discusses the mediating effect of tourists＇ satisfaction. The results show： 1. Five dimensions of Red Tourism destination brand characteristics have significant positive predictable impact on tourists＇ satis- faction and loyalty, including rural folk customs, red education, leisure, red cognition and picturesque scenery. Tourists＇ satisfaction has significant positive predictable impact on tourists＇ loyalty. 2. Tourists＇ satisfaction partially mediates the correlation between tourists＇ loyalty and the five dimensions. Tourists＇ satisfaction fully mediates the relationship between red cognition dimension and tourist loyalty. 3. The mediating effect of tourist satisfaction between rural folk customs, leisure dimensions and tourist loyalty- is relatively significant. Tourists＇ satisfaction has relatively less mediating effect in the correla- tion between red education, red cognition, picturesque scenery dimensions and tourists＇ loyalty. The mediating effect and the total effect ratio of tourists＇ satisfaction are relatively significant for the correlation between brand characteristics dimensions and tourists＇ loyalty.