乡村文化旅游满意度管理:从游客偏好与动机视角

Satisfaction management of rural cultural tourism:from the perspective of tourist preference and motivation

乡村文化旅游是近年来逐渐流行起来的一种新型旅游业态,它对新型城镇化建设、农村产业转型与融合发展,以及满足群众精神文化生活需求都具有重要意义。本研究运用网络问卷调查和模型建构与检验方法,探讨旅游消费偏好和旅游动机对乡村文化旅游满意度的影响。结果表明:旅游消费偏好对旅游动机有显著的直接效应,旅游动机对乡村文化旅游满意度有显著的直接效应;旅游消费偏好对乡村文化旅游满意度没有直接效应,但通过旅游动机的完全中介作用,间接影响乡村文化旅游满意度;旅游消费偏好和旅游动机在性别、年龄和职业等人口统计学变量上存在显著差异。上述结果对于从满足游客偏好和特定需求角度来提高乡村文化旅游产品和服务设计有效性,从而打造乡村文化旅游品牌具有参考价值。

Rural cultural tourism is a new type of tourism that has gradually become popular in recent years.It is of great significance to the construction of new urbanization,the transformation and integrated development of rural industry,and the satisfaction of the masses’spiritual and cultural life needs.This study uses a network questionnaire survey and model construction and testing methods to explore the impact of tourism consumption preference and tourism motivation on rural cultural tourism satisfaction.The results show that tourism consumption preference has a significant direct effect on tourism motivation,and tourism motivation has a significant direct effect on rural cultural tourism satisfaction.Tourism consumption preference has no direct effect on the satisfaction of rural cultural tourism but indirectly affects the satisfaction of rural cultural tourism through the complete intermediary role of tourism motivation.There are significant differences in tourism consumption preference and motivation in demographic variables such as gender,age and occupation.The above findings have reference value for improving the design effectiveness of rural cultural tourism products and services,improving tourism satisfaction from the perspective of better meeting tourists’preferences and specific needs,and thus building rural cultural tourism brands.