旅游目的地游客忠诚度研究——以秦皇岛为例

A Studay on Tourist Loyalty of Destination——A case of Qinhuangdao

随着大众旅游需求的不断提高,旅游业的竞争也愈演愈烈。提升游客忠诚度,是目的地扩大市场、提高知名度,从而获得竞争优势的必要手段。文章以游客忠诚度理论为基础,借鉴游客忠诚度评价模型,利用问卷调查数据对秦皇岛目的地游客忠诚度进行了测量与评价。在8个评价指标中,游客在推荐意愿指标上表现了较高的忠诚度,其次为正面宣传次数、重游意愿;风险容忍度、价格容忍度、重游次数、未来首选意愿则次之;而重游次序方面则表现了较低的忠诚度。在影响因素方面,满意度、服务质量、感知价值影响较大。基于这样的结论,提出了加强正面宣传、提高服务质量、合理制定价格等建议。

With the continuous improvement of mass tourism demand,the competition of tourism is becoming more and more fierce.To enhance tourist loyalty is a necessary means for destinations to expand the market and improve their popularity so as to gain competitive advantage.Based on the theory of tourist loyalty,this paper measures and evaluates the tourist loyalty of Qinhuangdao destination by using the evaluation model of tourist loyalty for reference and using the questionnaire survey data.Among the eight evaluation indexes,tourists showed high loyalty in the index of recommendation intention,followed by the number of positive publicity,the willingness to revisit and the degree of risk tolerance.On the other hand,the price tolerance,the number of revisits,the first choice in the future,and the order of revisiting are lower.In terms of influencing factors,satisfaction,quality of service,perceived value have a greater impact.Based on this conclusion,this paper puts forward some suggestions,such as strengthening positive propaganda,improving service quality,setting price reasonably and so on.