“网红城市”地方依恋对游客忠诚度的影响——一个被中介的调节作用模型

为了延续“网红城市”的品牌热度,提升游客对旅游目的地的忠诚度,以“网红城市”重庆为例,通过构建一个被中介的调节作用模型,探讨地方依恋对游客忠诚度的影响,并考察游客满意度的中介效用和休闲效益的调节作用。研究发现,地方依恋对游客满意度和游客忠诚度有显著影响;游客满意度对地方依恋与游客忠诚度的关系起部分中介作用;休闲效益对地方依恋和游客满意度、游客忠诚度关系具有显著调节效应;休闲效益调节了游客满意度对地方依恋与游客忠诚度之间关系的中介作用。本文从推动网络营销与智能服务、积极拓宽旅游目的地与游客建立情感联系的途径、打造优质旅游体验环境等方面,提出了提升“网红城市”游客忠诚度的建议。

In order to continue the urban brand popularity of "online star city" and enhance the tourists' loyalty to destinations, the mediated moderation model was constructed to analyze the effect of place attachment on tourists' loyalty, and in addition, the mediating role of tourists' satisfaction and the moderating effect of leisure benefit were discussed. Chongqing as an online star city is used as a research case in this paper. The results indicate that: place attachment has a significant impact on tourists' satisfaction and tourists' loyalty;the relationship between place attachment and tourists' loyalty is partially mediated by tourists' satisfaction;leisure benefits can positively moderate the relationship among place attachment, tourists' satisfaction and tourists' loyalty;and the mediating role of tourists' satisfaction in the relationship between place attachment and tourists' loyalty is moderated by leisure benefits. The research puts forward suggestions for promoting the tourists loyalty of "online star city" from the aspects of promoting network marketing and intelligent services, actively expanding the way of establishing emotional connections between tourists and tourist destination, and creating a high-quality tourism experience environment.