目的地方言感知、品牌个性对游客忠诚的影响——游客满意的中介作用

Effects of Local Dialect Perception and Brand Personality on Tourists Loyalty——The Mediating Effect of Tourists Satisfaction

选取西安为案例地,根据自我调节态度理论构建研究框架,探究游客对旅游目的地的方言感知与品牌个性的结构维度,进而揭示旅游目的地方言感知与品牌个性对旅游者满意度、忠诚度的内在影响机制。结果发现:(1)西安的目的地个性由历史文化、现代气息、闲适、活力和高雅5个维度构成。(2)游客对目的地方言的感知能够对目的地个性认知产生显著积极影响。(3)目的地品牌个性对游客满意有直接影响,并通过游客满意的中介作用间接影响游客忠诚。(4)目的地方言感知直接影响游客满意,同样通过游客满意的中介效应对游客忠诚产生间接作用。(5)目的地方言感知可通过目的地品牌个性和游客满意度链式中介作用于游客忠诚。

This paper took Xian City as a case,employed the self-regulation attitude theory to construct the research framework,explored the structural dimensions of the tourists′dialect perception and brand personality of the tourism destination,and then revealed the relationships among travel destination′s dialect perception,brand personality,tourist satisfaction and loyalty.The results showed that:(1)The destination personality of Xi′an was composed of five dimensions:istorical culture,modern atmosphere,leisure,vitality and elegance.(2)Tourists′perception of the destination had a significant positive impact on destination personality.(3)Destination brand personality had a direct impact on touristsati sfaction,and tourist satisfaction fully mediated the relationship between brand personality and tourist loyalty.(4)The dialect perception directly affected tourist satisfaction,and tourist satisfaction also fully mediated the relationship between dialect perception and tourist loyalty.(5)Destination personality and tourist satisfaction played a chain intermediary role between the dialect perception and tourist loyalty with insignificant direct effect.