西北民族特色村寨旅游公共服务质量对游客忠诚度的影响研究——以甘南藏族自治州4个“少数民族特色村寨”为例

A Study on Influence of Tourism Shared Service Quality on Tourist Loyalty in Northwest Ethnic Characteristic Villages:Taking Four“Villages with Ethnic Characteristics”in Gannan Tibetan Autonomous Prefecture as an Example

西北民族特色村寨是我国民族地区的璀璨明珠和珍贵的稀缺旅游资源。加强西北民族特色村寨的旅游公共服务建设,提升游客忠诚度,是实现西北民族地区乡村振兴与文旅产业健康发展的重要举措。以甘南藏族自治州4个“少数民族特色村寨”为研究对象,构建游客公共服务感知、游客满意度、游客忠诚度的二阶结构方程模型,验证了相关研究假设。结果表明:游客公共服务感知对游客满意度与重游意向分别具有正向直接显著影响;游客公共服务感知通过游客满意度的部分中介作用影响游客重游意向;游客公共服务感知通过游客满意度与重游意向的完全中介作用影响推荐意向;游客重游意向直接正向显著影响游客推荐意向。

Villages with ethnic characteristics in northwest China are bright pearls and precious and scarce tourism resources in ethnic areas of China.Strengthening the construction of tourism public services in ethnic minority villages in northwest China and enhancing tourists’loyalty is an important measure to realize rural revitalization and healthy development of cultural tourism industry in ethnic minority areas in northwest China.Taking four“minority villages”in Gannan Tibetan Autonomous Prefecture as the research objects,this paper constructs a second-order structural equation model of tourists’public service perception,tourists’satisfaction and tourists’loyalty,and verifies the relevant research hypotheses.The results show that tourists’public service perception has a positive,direct and significant impact on tourists’satisfaction and revisit intention respectively.Tourists’perception of public service affects tourists’intention to revisit through the intermediary role of tourists’satisfaction;Tourists’public service perception affects recommendation intention through the complete mediation between tourists’satisfaction and revisit intention;Tourists’intention to revisit directly and positively affects tourists’recommendation intention.