闽侯棋磐寨森林人家游客忠诚影响因素研究

顾客忠诚对于消费者的重复购买具有决定性的作用。棋磐寨森林人家是福建省"十佳森林人家"之一,调查问卷有效样本的探索性因子分析识别出游客忠诚独立由1个维度组成。多元线性回归分析结果揭示:游客感知吸引力的3个维度均对忠诚度不具有显著直接影响,但其中的乡村特色和景观与设施2个维度可以通过满意度对忠诚度产生间接显著影响;游憩体验的2个维度和满意度的2个维度均对忠诚度具有直接显著影响。研究结果显示,游客对景区的满意度和景观与设施的评价均处于较低水平。根据研究结果提出推动多元发展,提供深度体验;完善旅游设施,提高服务质量;加强文化创意,巩固游客忠诚等建议。

A Study on the Factors Influencing Visitor Loyalty to Qipanzhai Forest Home in Minhou

Customer loyalty plays a decisive role for the consumer repeat purchase.Qipanzhai Forest Home is one of the "top 10 forest homes"in Fujian Province.Exploratory factor analysis on the valid samples of questionnaire survey recognizes that visitor loyalty is constructed by a separate dimension.Multiple linear regression analysis reveals that visitor perceived attractiveness does not significantly and directly affect visitor loyalty,but two dimensions of which,including rural characteristics,as well as landscape and facilities,do significantly and indirectly affect visitor loyalty mediated through visitor satisfaction.The two dimensions of visitor recreation experience and two dimensions of visitor satisfaction all significantly and directly affect visitor loyalty.The study also found that visitor satisfaction and their evaluations on the landscape and facilities are relatively low.According to the research findings,some suggestions were put forward,namely,to promote diversified development and provide in-depth experience,to consummate tourist facilities and improve the service quality,as well as to strengthen the cultural creativity and consolidate the visitor loyalty and so on.