基于期望差异理论的游客满意度影响因素研究--宗教文化属性的调节作用

Research on the influencing factors oftourist satisfaction based on the theory ofexpectation difference--The moderating role ofreligious cultural attributes

为探讨旅游景区游客满意度的影响因素和宗教文化属性的调节作用,本文以崆峒山旅游景区为例,收集389份网络问卷调查数据,基于期望差异理论运用结构方程模型(SEM)验证了游客期望、感知价值和感知质量对游客满意度的影响路径和作用机制.结果表明,游客期望负向影响感知价值、感知质量和游客满意度;感知价值和感知质量正向影响游客满意度;宗教文化属性对游客满意度与游客忠诚度有显著调节作用.建议在崆峒山景区高质量发展建设中重视普通游客(弱宗教文化属性游客)的期望管理,满足特殊游客(强宗教文化属性游客)的信仰需求,打造具有宗教文化色彩的旅游项目来提升游客满意度.本研究对崆峒山旅游景区的文化内涵与服务质量的提升具有一定的借鉴价值.

In order to explore the influencing factors oftourist satisfaction and the moderating effect ofreligious and cultural attributes in tourist attractions,this paper takes Kong-tong Mountain tourist attraction as an eXample,collects 389 online questionnaire survey data,and verifies the influence path and mechanism oftourist eXpectation,perceived value and perceived quality on tourist satisfaction based on eXpectation difference theory and structural equation model(SEM).The results show that tourist eXpectations negatively affect perceived value,perceived quality and tourist satisfaction;perceived value and perceived quality positively affect tourist satisfaction;religious cultural attributes have a significant moderating effect on tourist satisfaction and tourist loyalty.It is suggested to pay attention to the eXpectation management ofordinary tourists(tourists with weak religious and cultural attributes)in the high-quality development and construction ofKong-tong Mountain scenic area,meet the belieFneeds ofspecial tourists(tourists with strong religious and cultural attributes),and create tourism projects with religious and cultural colors to improve tourist satisfaction.The study has certain reference value for the improvement ofcultural connotation and service quality ofkong-tong Mountain scenic area.