SEM视阈下民族村寨旅游形象对游客选择意愿影响研究——以贵州肇兴侗寨为例

Influence Study of Tourism Image on the Willingness of Tourists’Choice in Ethnic Villages on the Base of SEM:Taking Guizhou Zhaoxing as an Example

旅游业使彰显民族文化的民族村寨旅游备受关注,其已成为一种特色旅游形态,而民族村寨旅游形象是旅游者选择意愿的主要依据。以贵州肇兴侗寨游客为研究对象,利用因子分析和结构方程模型探索民族村寨旅游形象和旅游者选择意愿的路径关系。结果表明:肇兴侗寨旅游形象对旅游者选择意愿没有直接显著正向影响,但感知价值和满意度中介变量对旅游者选择意愿具有直接显著正向影响。民族村寨应提升游客旅游感知和满意度,以增强旅游者选择意愿。

Tourism has made the national village tourism,which highlights the unique national culture,attracte much attention,it has become a characteristic tourism form,and tourism image of ethnic villages is the main basis for tourists to choose their wishes.Taking Zhaoxing tourists as the research object,this paper uses factor analysis and structural equation model to explore the path relationship between tourist image and tourists’choice intention in ethnic village.The results show that:Zhaoxing tourism image does not direct positive effect for willingness of tourists’choice,but mediator variable about perceived value and satisfaction has a direct and positive impact on the willingness of tourists’choice.Ethnic villages should enhance tourists’tourism perception and degree of satisfaction in order to enhance the willingness of tourists’choice.