海滨游客的出游方式与重游意愿的关系研究——基于海滨城市青岛的感知形象分析

A Study on the Influence of Revisiting Intention by Travelling Mode of Seaside Tourists——Based on the Analysis of the Perceptual Image of Coastal City Qingdao

海滨城市的发展有赖于重游者的数量。以海滨城市青岛作为案例地的研究,通过构建游客感知形象、满意度、旅游经验与重游意愿关系的概念模型,采用逻辑回归模型分析不同出游方式海滨游客的重游意愿的影响因素。结果表明“交通便利及环境宜人”海滨城市形象属性是影响“与朋友”出游的海滨游客重游意愿的重要因素;“旅游专项产品与活动”海滨城市形象属性是影响“与伴侣”出游群体重游意愿的最主要因素;“旅游资源丰富”海滨城市形象属性是影响参加“旅行团”群体重游意愿的最主要因素;“交通便利及环境宜人”和“旅游专项产品与活动”感知形象属性均影响重游意愿“独自出行”的游客。

The development of seaside cities depends on the number of re-tourists.Taking Qingdao as a case study,this paper constructs a conceptual model of the relationship between tourists’perception image,satisfaction,tourism experience and revisiting willingness,and uses logical regression model to analyze the influencing factors of tourists’revisiting willingness in different ways.The results show that the image attributes of"convenient transportation and pleasant environment"are important factors affecting the willingness of seaside tourists to revisit with their friends.The image attribute of"tourism special products and activities"is the most important factor influencing the willingness of"with partners"groups to revisit;The image attribute of"rich tourism resources"coastal cities is the most important factor that affect the willingness of the"tour groups"to revisit.The perceived image attributes of"convenient transportation and pleasant environment"and"special products and activities of tourism"affect tourists who wish to"travel alone".