冰雪旅游目的地形象对顾客满意度影响研究

Study on the influence mechanism of ice and snow tourism destination image on customer satisfaction

旅游业已进入形象经济时代,旅游形象是旅游市场竞争的关键因素,一个良好的旅游形象可以激发旅游者的旅游兴趣和动机,并且影响其在旅游决策中的行为。近年来,旅游目的地的形象与游客的满意度的机制研究日益引起关注。然而,旅游目的地的构成要素与旅游者满意度之间的关系研究相对较弱。本研究以黑龙江为例,建立冰雪旅游目的地形象价值感知———顾客满意度的结构方程模型,以问卷形式获取可靠数据,采用因子分析等方法进行分析。最终发现,黑龙江省冰雪旅游目的地的形象是通过顾客感知价值从而影响游客的满意度,研究结论对冰雪旅游的发展具有一定的借鉴意义。

Tourism has entered the era of image economy,tourism image is the key factor of tourism market competition,a good tourism image can stimulate tourists'tourism interest and motivation,and affect their behavior in tourismdecision-making.In recent years,the research on the mechanism between the image of a tourist destination and tourists'satisfaction has attracted increasing attention.However,the research on the relationship between the components of a tourist destination and tourists'satisfaction is relatively weak.Taking Heilongjiang Province as an example,this study established a structural equation model of image value perception of ice and snow tourism destination——customer satisfaction,obtained reliable data in the form of questionnaire,and used factor analysis and other methods to analyze.Finally,it is found that the image of the snow and ice tourism destination in Heilongjiang Province affects the satisfaction of tourists through the perceived value of customers.The research conclusion has certain guiding significance for the development of snow and ice tourism.