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.     

Satisfaction and Destination Loyalty

ABSTRACT

First-time and repeat tourists engage in different tourism experience with a destination. Based on previous studies, the main purpose of this research is to investigate how tourists' previous experience with a tourist destination influences on the satisfaction evaluation, destination loyalty and destination attractiveness. An empirical study is carried out among 806 tourists visiting Calpe, a Spanish tourist destination, in the summer of 2000. Research findings evidence that the level of satisfaction and the number of past visits considerably influence tourists' intentions to make repeat visits.     

旅游地顾客忠诚模型及实证研究

在对国内外顾客忠诚研究进行回顾的基础上,结合旅游业的特点,构建了旅游地顾客忠诚结构方程模型,探讨旅游地顾客忠诚的度量指标和驱动因素.研究发现:(1)旅游地顾客忠诚不仅表现在重游行为上,还包括旅游者的正面口碑宣传和推荐作用;(2)顾客感知质量、顾客感知价值、旅游动机、顾客满意是旅游地顾客忠诚的4个驱动因素,对顾客忠诚均有显著的正向影响.     

How Customer Personality Traits Influence Brand Loyalty in the Coffee Shop Industry: The Moderating Role of Business Types

This study examines how perceptions associated with customer personality traits can affect customer satisfaction, customer brand identification (CBI), and involvement as well as the development of brand loyalty. Social identity theory was applied to explain these effects as it relates to coffee shop businesses and further investigate relationships between customers and a brand. The verified model with a survey sample of 743 customers confirmed that customer personality traits had significant effects on customer satisfaction and CBI. Customer satisfaction had positive effects on CBI, involvement, and brand loyalty. CBI had significant influences on involvement and brand loyalty. Involvement was, in turn, positively associated with brand loyalty. In addition, the relationships between these variables were moderated by business type (i.e., independent coffee shop vs. franchise coffee shop).     

Relationships Among Perceived Value,Satisfaction, and Loyalty: Community-Based Ecotourism in Korea

Community-based ecotourism (CBE) is a significant segment of the rapidly growing tourism industry in Korea. This study examines the relationships among perceived value, satisfaction, and destination loyalty of CBE tourists in Korea. Data were collected from 254 visitors (aged 20 years and over) of six CBE villages. The Linear Structural Relationships (LISREL) statistical package was used for the analysis. Confirmatory factor analysis identified four dimensions of perceived value from 14 variables: economic, functional, emotional, and social. Through structural equation modeling (SEM), functional, social, and emotional value was found to have positive effects on overall value. Further, overall value and tourist satisfaction were a significant antecedent of destination loyalty. The empirical results indicate that a varied experiential program must be developed to increase the efficiency of CBE as a sustainable development tool.     

Predictors of Behavioral Loyalty Among Hikers Along the Appalachian Trail

In recent years, conceptual and empirical papers have begun to appear in the leisure literature examining the processes leading to the formation of recreationist loyalty. While this work is still in its infancy, current understanding suggests that leisure involvement plays a formative role in the development of social psychological commitment, which in turn, is an antecedent to loyalty to a brand or organization. In the context of natural resource-based recreation the concept of loyalty is most often used to refer to recreationists' attachments to specific recreation areas. The purpose of this paper is to provide an empirical examination of the first order structural relations among involvement (i.e., Centrality, Attraction, Self Expression), commitment (i.e., Social Investment, Financial Investment, Position Involvement, Informational Complexity, Volitional Choice), resistance to change (i.e., Activity Resistance, Place Resistance) and behavioral loyalty for hikers along the Appalachian Trail. These data provided partial support of our hypothesized model. The strength of the structural models varied and not all predictors were significant. Also, the valence of the dimensional relations varied. These data highlight several measurement related issues relating to each of the constructs modeled. These measurement issues inhibit progress toward a fuller understanding of the relationships between each of the constructs and their dimensions.     

First-Class in-Flight Services and Advertising Effectiveness: Antecedents of Customer-Centric Innovativeness and Brand Loyalty in the United States (US) Airline Industry

In this study we consider the first-class passenger market to identify in-flight service-related triggers of customer-centric innovativeness, test the effect of customer-centric innovativeness on brand loyalty, and examine the moderating role of advertising effectiveness. A series of theory-based hypotheses was examined through structural equation modeling using empirical data collected from a sample of 205 first-class airline passengers in the United States (US). The results indicate that various experiential dimensions of in-flight service designs (including food, entertainment, physical environment, and flight attendant performance/physical appearance) in the first-class passenger market had significant effects on perceived firm innovativeness. In addition, advertising effectiveness moderated the effects of in-flight food services and flight attendant physical appearance on perceived firm innovativeness. These results clearly suggest that customer-centric innovativeness is a strong driver of brand loyalty in the first-class passenger market. The study provides a theoretical basis for future research and offers some effective management methods for enhancing first-class passengers’ loyalty in the airline industry.     

Examining the Quality Antecedents and Moderating Effects of Experiential Value in a Mega-Event

This study aims to explore (1) the underlying dimensions of experiential value (EV), (2) the quality antecedents of EV, and (3) the moderating effects of EV on the relationships between the quality dimensions of Expo 2012, Yeosu, Korea, and visitor satisfaction. Although gaining event experience is a crucial reason why event visitors attend certain events, EV has yet to be fully investigated in event literature. This study offers an expanded view of the event consumption experience from the EV perspective, thus contributing to the event literature, particularly by investigating the unexplored aspect of event visitors’ behavior. The theoretical and practical implications of the findings are also discussed.     

乡村旅游地品牌个性与游客忠诚：以场所依赖为中介变量

文章以西安市长安区＂农家乐＂为例,实证分析乡村旅游地品牌个性与游客忠诚的关系,并探讨场所依赖的中介作用。结果显示：（1）乡村旅游地品牌个性中的实惠、喜悦、闲适、健康和逃逸5个维度对场所依赖（包括场所依靠和场所认同）具有显著的正向预测作用,而对游客忠诚具有显著正向预测作用的仅有实惠和闲适两个维度;（2）场所依靠和场所认同在实惠维度与游客忠诚关系间起到了部分中介作用,而在闲适维度与游客忠诚关系间起到了完全中介作用;（3）场所认同在实惠与游客忠诚关系间的中介作用以及它在闲适与游客忠诚关系间的中介作用都是相对较大的,而场所依靠在实惠与游客忠诚及闲适与游客忠诚关系间的中介作用相对较小。     

目的地开发的市场问题

目的地的市场行为已越来越成为激烈的全球范围内的竞争行为。本文解释了与目的地有关的一些概念,并介绍了几个关于目的地管理和市场策略的理论模型。通过几个模型的综合运用分析,作者强调了目的地市场行为中产品细分,公共部门和私有部门合作,以及协调各利益集团物关系和当地资源可持续性利用的重要性。此外,作者还指出新技术和互联网络也是提高目的地竞争力的一种有效方式。总之,目的地的市场行为应突出优化旅游业影响和保证目的地各方获利的原则。     

旅游地属性与旅游者感知态度和购后行为的关系——以九寨沟风景区为例

识别旅游地的属性对于旅游地形象、满意度以及旅游者的重游意愿和推荐意愿的效用是非常重要的.本文以九寨沟风景区为案例,采用因子分析和回归分析等方法,研究发现:①九寨沟风景区地方属性可以分为资源价值和人文环境氛围、接待服务、自然旅游资源和环境3个维度.②不是九寨沟所有的地方属性都对其形象的形成、满意度、重游意愿和推荐意愿有显著作用,在18个属性中只有11个属性与旅游者的感知态度和购后行为有关.可以构建旅游地属性与旅游者的感知和态度关系的结构模型.③九寨沟风景区地方属性的效用和感知质量的高低是不完全耦合关系.研究可以为旅游地的旅游开发与管理提供建议,有助于旅游地采取针对性的改善措施与市场营销策略.     

The Moderating Role of Water Park Service Quality,Environment, Image,and Food Quality on Perceived Value and Customer Loyalty: A South Korean Case Study

This study empirically examined not only the relationship between perceived value and customer loyalty, but also the moderating role of service quality, environment, image, and food quality at a water park, a segment of the tourism industry. In particular, the current study, using hierarchical regression analyses, examined the direct effects of perceived value on customer loyalties—loyalty and behavioral loyalty—as well as the moderating effect of four elements. As anticipated, this study showed that perceived value has significant and positive effect on both types of loyalty. In addition, the result of the interaction effects showed that service quality and food quality acted as moderators on the relationship between perceived value and attitudinal loyalty; however, water park image acted as a moderator on the relationship between perceived value and behavioral loyalty only. Finally, these results indicated that three elements—service quality, water park image, and food quality—have significant interaction on the relationship between perceived value and attitudinal/behavioral loyalty. These findings may provide water park operators with useful and detailed guidelines for satisfying customer loyalty levels, both attitudinally and behaviorally. More detailed findings and implications are also discussed.     

国外近十年旅游目的地游客忠诚研究综述

本文对检索到的国外近十年旅游目的地游客忠诚研究相关文献进行了较为详细的梳理和评析。内容上这些文献主要围绕对三个基本问题的分析而展开:目的地忠诚的概念内涵和识别指标、目的地忠诚的驱动因素、目的地各忠诚细分市场的差异化营销和管理。最后,笔者还对国外该领域现有文献的研究局限作了简要分析,并展望其未来可能的发展走向,以期能为国内相关研究提供参考和启示。     

Destination diversification as an indicator of activity compatibility: An exploratory analysis

Abstract

The concept of activity packages has long been recognized as an important basis for planning outdoor recreation activities. Recent studies suggest, however, that because of definitional and methodological problems, little has been accomplished in helping park planners assess the degree to which activities can be planned together. In this study, we explore the relationship between participation in recreation activities and the number of facilities at which activity takes place. The results suggest that this relationship can be used as a reliable indicator of the degree to which recreation activities are perceived to be compatible. The analyses also suggest that households generally tend to perceive compatibility among recreation activities in the same way regardless of their socioeconomic status. The implications of these findings are considered and shown to be important within the context of park planning.     

In-Flight Service Performance and Passenger Loyalty: A Cross-National (China/Korea) Study of Travelers Using Low-Cost Carriers

While a moderate amount of empirical research has been conducted on passenger loyalty in the low-cost airline industry, there has been no research on the impacts of in-flight core- and encounter-service performance, perceived value, satisfaction, trust, or cultural influences on passenger loyalty. This study looked at these impacts in cross-national field research involving China and Korea. A survey was conducted on international flights between Busan and Qingdao. A total of 346 cases were used in data analysis. Results of the structural model showed that the proposed theoretical relationships were all significant; in-flight encounter-service performance was prominent, and value, satisfaction, and trust had a significant mediating impact. In addition, findings from the metric invariance revealed that the strength of the relationships, particularly among service performances, value, and satisfaction in the proposed model, significantly differed across Chinese and Korean passenger groups. The authors highlight key practical and research implications.     

The Mediating Effect of Destination Image on the Relationship Between Spectator Satisfaction and Behavioral Intentions at an International Sporting Event

Although many previous studies have examined the effect of sporting events on destination image, relatively a limited number of studies have examined the effect of destination image on sporting events. Therefore, this study attempted to identify the mediating effect of destination image on the relationship between spectator satisfaction and behavioral intentions, including word-of-mouth (WOM) and revisit intentions, at an international sporting event, the Formula 1 Chinese Grand Prix (F-1). The results indicated that the effects of spectator satisfaction on WOM and repurchase intentions were found to be mediated by spectators’ reported destination images. Destination image fully mediated the effects of visual features and accessibility satisfaction on both WOM and revisit intentions. In addition, ticket and staff satisfaction had a direct effect only on WOM intentions. In other words, there was no mediating effect of destination image on the relationship between ticket and staff satisfaction and WOM intentions.     

Applying SERVQUAL to Diagnose Hotel Sector in a Tourist Destination

ABSTRACT

This paper investigates the feasibility of applying SERVQUAL to measure the quality ofservice provided by the establishments of a tourism subsector (hotels) of a tourist destination (Cantabria, an autonomous region in northern Spain), in order to obtain relevant information for decision-making by those in charge of the tourist administration and industry associations of the region. In the specific case of the subsector we have chosen, the most significant variables for a strategic diagnosis, and which have therefore been incorporated into the analysis, are the legal category of the establishment and the geographical zone where it is located. The results of the study have allowed us to identify the categories of establishments, and the zones which require special attention, as well as the sort of interventions needed.     

Design of Destination and Attraction-Specific Brochures

The design of destination and attraction-specific brochures is examined, with particular reference to attributes of attractiveness and utility. Results from three focus groups are employed to generate hypotheses, which can be tested. Implications are drawn on the design and use of brochures and their role in trip motivation and destination choice.     

The Impact of a Sport Mega-Event on Destination Image

Abstract

There is intense competition to host sports mega-events as cities and countries perceive that doing so will enhance their global image and make the destination more attractive to future tourists. Is there empirical evidence to prove that hosting a mega sport event really does stimulate international visitation and enhance the destination's image? In this paper we investigate this question in relation to the 2002 FIFA World Cup, co-hosted by South Korea and Japan. To this end, 412 foreign tourists were surveyed during the World Cup about their image of South Korea. Differences in demographics, motive and perceptions between tourists travelling specifically for the World Cup, and those coming to South Korea for non-World Cup-related reasons, are noted. The study provides a baseline dataset from which future research on megasports events can build.