秦巴山区“丰收节”活动中游客满意度及行为意向研究

Research on Tourists’ Satisfaction and Behavior Intention of “Harvest Festival” in Qinba Mountain Area

“中国农民丰收节”是国内近年来最为“吸睛”的农事庆典活动“。中国农民丰收节”不仅展现了广大农民的劳动成果、丰富的精神文化生活和多样化的文化产品,还吸引了大量的游客前来参加活动。通过构建结构方程模型,探究游客参与“农民丰收节”的活动效果、活动体验和活动成本,以及游客满意度和行为意向之间的结构关系。结果表明,游客参加“丰收节”活动体验对游客的满意度和行为意向都存在显著正向影响,游客参加“丰收节”活动的成本与游客的满意度和行为意向是反向影响,可见游客活动体验越好、成本越低,越容易达到游客对个体旅游活动的期待,提升游客的出行满意度和行为意愿,而游客的活动效果对游客满意度的影响不够显著。因此,应当不断完善活动场地基础设施建设;提高服务水平,扩大旅游项目本身的品牌影响力;增加游客体验项目,提升游客在体验过程中的参与度;降低成本,提升游客满足感。

“China Farmers’ Harvest Festival” is the most attractive and influential agricultural celebration in recent years. September is the harvest season, which not only shows the labor achievements of farmers, rich spiritual and cultural life and diversified cultural products, but also attracts a large number of tourists to participate in the activities. Through the construction of structural equation model,this paper makes an exploratory study on the effect of tourists’ participation in the“Harvest Festival”,the experience and cost of activities, the relationship between tourists’ satisfaction and behavior intention. The results show that the experience of tourists participating in the“Harvest Festival”activities has a significant positive impact on tourists’ satisfaction and behavior intention. The cost of tourists participating in the“Harvest Festival”activities has a reverse impact on tourists’ satisfaction and behavioral intention. It can be seen that the better experience of tourists and the lower cost makes it easier to achieve the tourists’ expectations, and strengthen their satisfaction and behavioral intention.However, the effect of tourists’ activities on tourists’ satisfaction is not significant enough. Therefore, it is suggested to improve the infrastructure construction of activity venues continuously, to improve the service level and expand the brand influence of tourism project itself, to increase the two-way experience projects of tourists and enhance the participation of tourists in the process of experience, and to reduce the cost and improve the satisfaction of tourists.