旅游情境、游客情感与游客忠诚的关系研究——以岳阳楼——君山旅游区为例

Research on the Relationship between Tourism Situation,Tourist Emotion and Tourist Loyalty:Taking Yueyang Tower-Junshan Tourist Area as an Example

旅游情境及其作用是理论与实践意义明显的新课题。基于已有研究思辨旅游情境的结构,推演出旅游情境包含物理要素、社会要素、个人要素和时间要素四大维度,构建其与游客情感和游客忠诚的关系模型,再以岳阳楼-君山旅游区为调研地,使用问卷调查获得研究数据,采用结构方程模型分析获得了以下结论:物理要素、时间要素对游客情感有显著的正向影响,物理要素影响更为显著;社会要素、个人要素对游客忠诚度有显著正向影响;物理要素对忠诚度有显著的负向影响;游客情感是游客忠诚的主要影响因素。由结论可得优化景观环境,营造和谐氛围,关注游客需求创设全方位侵染式旅游情境等启示,为提升旅游品质提供指导。

The tourism situation and its role are new topics of obvious theoretical and practical significance. Based on the existing research and speculation of the structure of tourism situation, the tourism situation is divided into four dimensions： physical, social, personal and time elements. The relationship model between tourist emotion and tourist loyalty is constructed. Then using the questionnaire data obtained from the Yueyang Tower-Junshan tourist area, we concluded through the structural equation model analysis that： the physical elements and the time elements have a significant positive impact on the tourists＇ emotions, and the physical elements are more significant; the social elements and personal elements have positive impact on tourists＇ loyalty, while the physical element works negatively, and the tourist sentiment is the main influen eing factor of tourist loyalty. From the conclusions, it is possible to optimize the landscape environment, create a harmoni- ous atmosphere, pay attention to the needs of tourists, and provide guidance for improving tourism quality.