水体旅游地游客感知测度模型及实证分析

Tourist Perception Measurement Model and Empirical Analysis in Water Tourism Destinations

通过构建水体旅游地游客感知测度模型,以南京市3处不同类型水体旅游地为案例进行实证分析,研究表明:1 3处案例地不同的样本间结构变量与观测变量均有较为一致的表现,所构建模型具有较强的解释力。2水体旅游地的游客满意度对游客忠诚度有显著正向影响,即满意度直接影响游客的重游意愿和推荐意愿,而影响游客满意度的多个因素中最重要的是旅游资源感知。3区位条件对游客感知差异的影响不显著,改善交通状况、挖掘主题与特色均有助于提升游客满意度,水体水质被破坏将严重降低游客满意度,人文风貌、水文景观是水体旅游资源的核心要素。4性别、游客来源地对游客感知差异的影响均不显著,社会阶层较高群体的游客满意度及忠诚度要低于社会阶层较低群体。

Learning tourist perception has important implications for system construction of sustainable development of water tourism destinations. This article constructs tourist perception measurement model in water tourism destinations and conducts empirical analysis of three different water tourism destinations in Nanjing.The study implies that: 1) Different structural variables are fairly consistent with observed variables in the three cases, showing the strong explanatory power of the constructed model. 2) Tourist satisfaction has a significant positive impact on tourist loyalty in water tourism destinations, that is, satisfaction directly affects the revisiting and recommending intention of tourists, and perception of tourism resources is the most important factor to affect tourist satisfaction. 3) Regional conditions have an insignificant influence on tourist perception differences. Improving traffic conditions and exploring tourism thematic features help to enhance tourist satisfaction. On the contrary, severely damaged water quality will lower tourist satisfaction. Human culture and hydrological landscape are core elements of water tourism resources. 4) The tourist gender and source have insignificant impacts on tourist perception differences, and the satisfaction and loyalty of higher social class groups are inferior to that of lower social class groups.