旅游地社会责任、声誉、认同与旅游者忠诚关系

文章构建了旅游地社会责任、旅游地声誉、旅游地认同与旅游者忠诚关系的整合模型,以厦门市旅游者为研究对象,采用结构方程模型( SEM)方法,对整合模型进行实证检验,发现:(1)旅游者社会责任直接正向影响旅游地声誉和旅游地认同,并通过旅游地声誉对旅游地认同产生间接影响,通过旅游地声誉和旅游地认同对重游倾向和口碑宣传产生间接影响；(2)旅游地声誉正向影响旅游地认同、重游倾向和口碑宣传,并通过旅游地认同对口碑宣传产生间接影响；(3)旅游地认同直接影响口碑宣传；(4)重游倾向和口碑宣传之间存在递进关系.最后,文章对研究结论进行了讨论,并指出了研究局限和未来研究方向.

Study on the Relationships among Destination Social Responsibility, Destination Reputation,Destination Identification and Tourism Loyalty

With the rapid development and strong impact industry,destination,as the most important medium of tourism industry,is becoming more and more important,and the significance of destination social responsibility has appealed to many tourism researchers.Destination is expected to have corresponding social responsibilities and go beyond their profit-oriented activities and boost the wellbeing of the community.However,through the review and analysis of extant literature,there is little attention from destination perspective to analyze the impact of its social responsibility on tourist’s loyal behavior. Based on stakeholder theory,social identification theory and signal theory,this paper establishes an integrated model,including destination social responsibility(DSR),destination reputation(DR),destination identification(DI) and tourist loyalty to test the relationships among them.It assumes that destination social responsibility is the antecedent variable of destination reputation,destination identification and tourist loyalty.It also holds the view that destination reputation and destination identification play mediating role between destination social responsibility and tourist loyalty.In addition,it assumes there is positive correlation between intention to revisit,word-of-mouth publicity and search for alternatives,which are the three dimensions of tourist loyalty in the current study. In order to test the integrated model,we make survey with structural questionnaire to get basic data.All the concept in the model is measured with self-reported,multiple-item scales adapted from the relevant marketing and tourism literature.All the topics are measured on a five-point Likert-type scale anchored at "strongly disagree"(1) and "strongly agree"(5).Data of this study are from a survey of the urban tourists who visited Xiamen,a well-known tourism destination located on the east coast of China.The questionnaires were distributed by trained graduate students at Xiamen University.The investigation period was from June 20 to July 10 in 2011.800 questionnaires were distributed and 541 valid samples were oblained at last. Using structural equation modeling(SEM) method,the study empirically tests concept reliability,validity,and hypothesis.There is sufficient reliability and validity of each concept in the integrated model through confirmatory factor analysis(CFA).Using structural model to test hypothesis,the study finds that:(1)destination social responsibility has directly positive impact on destination reputation and identification,and indirectly influences destination identification through destination reputation,and at the same time,influences intention to revisit and word-of-mouth publicity indirectly through destination reputation and identification,but does not impact search for alternatives both directly and indirectly;(2)destination reputation has significant positive impact on destination identification,intention to revisit and word-of-mouth publicity,and indirectly impacts word-of-mouth publicity through destination but does not impact search for alternatives both directly and indirectly;(3) destination identification has direct impact on word-of-mouth publicity but does not influence intention to revisit and search for alternatives directly;(4)there is a progressive relationship between intention to revisit and word-of-mouth publicity. This study is of great scientific significance to enrich destination management theory,and great practical value to improve the destination development performances and achieve sustainable development of tourism destination.Of course,there are some limitations for future study,such as using multiple dimensions to measure destination social responsibility,which is considered multiple concept in marketing literature.Although the results of the current study are specific to Xiamen city,a famous coastal city destination,future research might be repeated for other different kinds of destinations,such as sight-seeing,vacation,and rural destinations to test model invariance.