基于游客感知的乡村旅游满意度与忠诚度研究——以河南省栾川县为例

A Research on Rural Tourism Satisfaction and Loyalty Based on Tourists′Perception:A Case Study of Luanchuan County,Henan Province

采用问卷调查法获取数据,构建结构方程模型,对乡村性感知、质量感知、价值感知、游客满意度与忠诚度间的关系进行探索研究。结果表明,游客的满意度和忠诚度在很大程度上受到质量感知的正面推动,在一定程度上受到价值感知的影响,乡村性感知对其无明显影响,满意度对忠诚度有显著的影响,提出应深入挖掘特色乡土文化、拓宽发展模式、完善基础设施、强化人员管理等建议。

Collecting data through questionnaire surveys and conducting a structural equation model,this paper explores the relationship between perceptions of village,quality and value,and tourists′satisfaction and loyalty.The results indicate that tourists′satisfaction and loyalty are influenced positively by quality perception and by value perception to some extent.The impact of rural perception on tourists′satisfaction and loyalty is not so significant and the influence of tourists′satisfaction on loyalty is quite obvious.Based on these findings,suggestions for the optimization and development of rural tourism in Luanchuan County are proposed:future exploring rural characteristic culture,diversifying development models,improing infraustructure construction and intensifying staff management,etc.