基于SEM的乡村旅游游客忠诚度影响因素实证研究——以莆田市后黄村为例

Empirical Study on the Influencing Factors of Rural Tourists’ Loyalty Based on SEM ——In Case of Houhuang Village Putian

为改善乡村旅游可持续性,促进农村经济发展,同时更好地理解乡村旅游如何产生忠诚度及其作用机制。通过形象、质量、价值,归属感和总体满意度5个维度分析了影响乡村旅游忠诚度的影响因素,以莆田市后黄村为调查案例,用结构方程模型定量分析五者对乡村旅游忠诚度的影响作用。结果表明:形象、质量和总体满意度是影响乡村目的地旅游忠诚度的直接因素,价值对其影响不显著。研究结果还表明,形象、价值和归属感都是通过总体满意度实现忠诚度的间接影响。

In order to improve the sustainability of rural tourism,promote rural economic development,and better understand how rural tourism generates loyalty and its mechanism of action,through the five dimensions of image,quality,value,the sense of belonging and overall satisfaction,this paper analyzes the mechanism of rural tourism loyalty.Taking Houhuang Village of Putian City as a case study,the paper,using structural e-quation model,quantitatively analyzes the impacts of the five factors on the rural tourism loyalty.The results show that image,quality and sense of belonging are the direct factors affecting tourism loyalty in rural destina-tions,and the impact on value is not significant.The results also show that image,value and belonging are in-direct effects of loyalty through overall satisfaction.