城市情感形象对游客时空重游决策意向的影响研究

Research on the Influence of Urban Affective Image on Tourists’ Temporal and Spatial Revisiting Intention and Decision-making

重游率是衡量城市旅游综合竞争力的重要指标。结合文献回顾和实地调研,运用快速聚类和多元线性回归分析模型,揭示三类重游者时空决策意向的影响因素。研究结果显示:城市游客个人背景特征与营销决策的耦合是提升时空重游决策意向的重要契机,感官营销是吸引频繁重游者的因素;开发新颖的旅游活动是激发持续重游者的重要驱动因素;而打造富含文化内涵的节事活动是延期重游者产生重游决策意向的动因。

Revisting rate is an important index of a city’s comprehensive tourism competitiveness.Based on literature reviews and filed studies,this paper uses quick cluster and multiple linear regression analysis model to reveal the factors for the revisiting decision-making of three categories of revisitors.The findings suggest that the coupling of visitor’s background and marketing decision-making plays an important role in the improvement of tourists’temporal and spatial revisiting decision and intention,and that sensory marketing appeals to frequent revisitors,innovative tourism activities to continuous revisitors and culturally-loaded festive events to deferred revisitors.