红色旅游氛围对游客忠诚度的影响研究

Research on the Influence of Red Tourism Atmosphere on Tourist Loyalty

红色旅游的持续发展与游客忠诚度紧密相关。文章基于SOR理论使用定量和定性结合的研究方法建构红色旅游氛围对游客忠诚度的影响模型并进行充要条件和路径分析。研究结果得知,红色旅游氛围对游客忠诚度有间接影响;游客参与度、红色旅游体验和游客满意度是游客忠诚度的充要条件;红色旅游氛围、游客参与度、红色旅游体验和游客满意度综合作用形成游客忠诚。研究结果揭示了红色旅游游客忠诚度的前因及复杂关系,为红色旅游质效提升提供思路。

The sustainable development of red tourism is closely related to tourist loyalty.Based on SOR theory,this paper uses quantitative and qualitative research methods to construct a model of the influence of red tourism atmosphere on tourist loyalty,and analyzes the sufficient and necessary conditions and paths.The results show that red tourism atmosphere has an indirect effect on tourist loyalty;Tourist participation,red tourism experience and tourist satisfaction are sufficient and necessary conditions of tourist loyalty.The red tourism atmosphere,tourist participation,red tourism experience and tourist satisfaction form tourist loyalty.The research results reveal the antecedents and complex relationships of tourist loyalty in red tourism,and provide ideas for improving the quality and efficiency of red tourism.