目的地品质对游客满意和游客忠诚的影响——地方依恋的中介作用与性别的调节作用

The Impacts of Destination Quality on Tourist Satisfaction and Tourist Loyalty with Place Attachment as the Mediator and Gender as the Moderator

追求高质量的目的地体验是游客的核心诉求,保持高水平的游客满意和游客忠诚是目的地获得持续竞争优势的重要策略。本文从目的地品质角度切入,探索目的地品质的结构维度,引入地方依恋作为中介变量,性别作为调节变量,构建目的地品质对游客满意与游客忠诚影响关系的概念模型。本文以厦门旅游者为研究对象,通过问卷调研方式,实证检验"目的地品质-地方依恋-游客满意-游客忠诚"的影响路径以及性别在这些变量关系之间的调节作用。研究表明:(1)目的地品质是由一般吸引物品质、接待服务、公共服务、娱乐服务与"3S"品质5个维度构成;(2)目的地品质直接影响游客满意;(3)目的地品质通过地方依恋和游客满意的中介作用间接影响游客忠诚;(4)地方依恋直接影响游客满意和游客忠诚;(5)性别对地方依恋与游客满意之间的关系具有显著的调节作用。研究结果为旅游目的地管理和营销部门通过提升整体服务品质激发游客依恋情感,提高游客满意度,培养忠诚游客提供了理论支持。

Pursuing high destination quality is the core need of tourist experience and maintaining a high level of tourist satisfaction and loyalty is an important manifestation of destination competitive advantages.From the perspective of destination quality,this paper explored into the dimension structure of destination quality and examined the structural relationships between destination quality,place attachment,tourist satisfaction and loyalty,tested the mediating effect of place attachment between the relationship of destination quality and tourist satisfaction and loyalty and verified the moderating effect of gender between each influence path.The results indicate that:(1)the destination quality contains five dimensions,namely attractions,hospitality,public service,entertainment and 3S quality;(2)destination quality has positive and direct effect on tourist satisfaction;(3)destination quality has indirect on tourist loyalty while place attachment and tourist satisfaction mediate the relationship between destination quality and tourist loyalty;(4)place attachment has positive and direct effect on tourist satisfaction and loyalty;(5)gender moderates the relationship between place attachment and tourist satisfaction.The authors believe that these results provide theoretical support to the tourism destination management through the promotion of the overall service quality to stimulate tourists’place attachment and enhance their satisfaction and loyalty.