基于“保健-激励”双因素理论的历史文化街区游客满意度评价研究——以福州三坊七巷为例

Research on Tourist Satisfaction Evaluation of Historical and Cultural Districts Based on"Motivation-Hygiene"Two-factor Theory:Taking Three Lanes and Seven Alleys of Fuzhou as Example

以"保健-激励"双因素理论为依据,从保健和激励两个维度筛选历史文化街区游客满意度影响因素,利用结构方程构建游客满意度测量模型,并以福州三坊七巷为例探讨双因素对本地游客和外地游客满意度的影响机制。研究发现:(1)总体上,游客对三坊七巷历史文化街区满意度一般,但本地游客满意度明显高于外地游客,本地与外地游客对街区环境、管理服务和基础设施等保健因素满意度均为一般,本地游客对街区文化氛围、景观质量、文娱活动等激励因素表示满意,外地游客则为一般满意;(2)保健、激励因素对游客满意度都有正向影响,保健因素影响作用较强,保健因素对激励因素有正向影响,游客满意度对忠诚度有正向影响;(3)保健因素对本地游客满意度影响程度较大,激励因素对外地游客满意度影响较大,保健因素对游客忠诚度的影响大于激励因素。研究结果对历史文化街区的保护性旅游开发及游客满意度提升具有重要意义。

Based on the"Motivation-Hygiene"two-factor theory,the influential factors of tourist satisfaction in historical and cultural districts were screened from the two dimensions of hygiene factors and motivation factors,and the structural equation was used to construct a tourist satisfaction measurement model.The Three Lanes and Seven Alleys was used as a case to explore the impact of two factors on the satisfaction of local and non-local tourists.The results showed that the overall satisfaction of local and non-local tourists to Three Lanes and Seven Alleys was average,however,the satisfaction of local tourists was significantly higher than that of non-local tourists.From a two-factor perspective,local and non-local tourists were generally satisfied with hygiene factors,local tourists were satisfied with motivation,while non-local tourists were generally satisfied.Hygiene factors and motivation factors had a positive impact on tourist satisfaction,and hygiene factors had an even stronger effect.Tourist satisfaction had a positive impact on their loyalty,while hygiene factors had a positive impact on motivation.The degree of influence of hygiene factors on the satisfaction of local tourists was greater,and the motivation factors had a greater effect on the satisfaction of non-local tourists.The influence of hygiene factors on the loyalty of local and non-local tourists was greater than the motivation factors.The results are of great significance to the development of protective tourism and the improvement of tourist satisfaction in historical and cultural blocks.