冰雪旅游地游客重游意愿的影响因素与多元路径研究——基于模糊集定性比较分析

Research on the Influencing Factors and Multiple Paths of Tourists'Revisit Intention in Ice and Snow Tourism Destinations

在冰雪旅游地营销管理中,关注情感和价值属性对旅游者重游意愿具有重要意义。运用文献资料、问卷调查、统计分析等研究方法,重点通过模糊集定性比较分析,围绕感知价值、目的地形象、地方依恋、游憩涉入、旅游动机、旅游体验和满意度7个变量,对4处冰雪旅游目的地旅游者重游意愿进行研究。得出所有单因素均无法构成旅游者重游意愿的充要条件,当冰雪旅游者地方依恋、感知价值和旅游体验共同作用时,具有较高的覆盖率;在18个组合路径中,能够影响旅游者重游意愿的包括地方感知、动机满意、人地互动和体验动机四类逻辑;旅游者满意度在组合路径中出现频率最高,表明满意度对旅游者重游意愿的重要影响。建议冰雪旅游地要完善设施和服务,打造独具特色的冰雪旅游产业体系,注重人地之间的情感联结,以此提高冰雪游客重游意愿。

In the marketing management of ice and snow tourism destinations,paying attention to emotional and value attributes is crucial for tourists'revisit intentions.This paper applies fuzzy set qualitative comparative analysis to examine seven variables:perceived value,destination image,place attachment,recreation involvement,travel motivation,travel experience,and satisfaction across four ice and snow tourism destinations by using the method of literature review,questionnaire surveys,and statistical analysis.It is concluded that all single factors cannot constitute a sufficient condition for tourists'intention to revisit,and when ice and snow tourists'place attachment,perceived value and tourism experience work together,they have a high coverage rate.Among the eighteen combination paths,the four major logical pathways influencing tourists'revisit intention are place perception,motivation satisfaction,human-place interaction,and experience motivation.Tourists'satisfaction has the highest frequency of appearing in combination paths,which indicates that the important influence of satisfaction on tourists'intention to revisit.It is suggested that ice and snow tourism destination should improve facilities and services,create a unique ice and snow tourism industry system,and pay attention to the emotional connection between people and places,so as to increase the intention of ice and snow tourists to revisit.