旅游者满意与旅游者忠诚的关系研究——观光旅游者与乡村旅游者比较分析

旅游者忠诚是旅游市场研究的重要内容,对于旅游地市场开发意义重大。文章通过对观光旅游者与乡村旅游者调查获取丰富基础数据,比较分析旅游者满意与旅游者忠诚之间的关系及其差异性。研究发现,无论是观光旅游者还是乡村旅游者,旅游者满意对其忠诚的重游倾向、口碑宣传二维度具有显著正向影响,重游倾向与口碑宣传存在递进关系,而在旅游者满意与其忠诚的寻找替代旅游地维度的关系上,两种类型旅游者存在显著差异,观光旅游者满意对寻找替代旅游地具有显著正向影响,乡村旅游者满意对寻找替代旅游地具有显著负向影响。文章最后提出了相应管理启示,指出了研究局限及未来研究方向。     

旅游者重游决策的影响因素实证研究——基于网络调查

旅游者重游是旅游业界与学术界关注的焦点。国内外以往的研究将焦点放在旅游者的重游意愿上，而重游意愿并不必然导致重游行为。本文通过文献回顾与网络文本分析，归纳出旅游者重游决策的影响因素，通过网络对有过重游经历的人群进行了问卷调研，利用所获数据对其进行了实证检验。通过对旅游者重游决策的影响因素进行主成分分析和聚类分析，将重游者划分为“大众平衡型”、“满怀期待型”和“无所谓型”3类，并归纳了3类重游者的特征，可以为旅游地的开发与管理提供相应的参考。     

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.     

游客的旅游地选择与购买决策模型分析

旅游者的消费行为主要表现在对旅游地和旅游产品的信息接受、感知、选择和决策这一过程中。本文构筑了一个游客对旅游地选择和购买决策的模型,并且分析了这个模型中对游客消费行为起决定作用的因素。通过对这个模型的理解和重要因素的控制,旅游市场营销工作者可以更好地把握游客的消费行为,制订出合理有效的营销计划。     

对“新旅游者”的感知与相关思考

正一、新旅游者是一种现实存在笔者一贯认为,旅游业在根本上是需求推动型产业,旅游者需求与行为研究是旅游学的基础,应当予以优先关注。当然,旅游者研究是多元的、复杂的,后现代主义抑或其他主义只是一种认识工具而已。20世纪90年代中期,读克里斯·库珀(Chris Cooper)等的《旅游学原理与实践》(Tourism:Principles and Practice),其中的一句话令我难以忘     

"非旅游者"出游障碍性因素分析与市场拓展策略——对西安市城中村居民的实证研究

非旅游者群体是一个巨大的潜在市场,而要使其潜在的旅游需求转变为现实的购买决策,就必须深入了解其出游的障碍性因素.本文以西安市城中村居民作为研究对象,采取问卷调查的方法进行实证研究.试图探究不同性别、不同职业类型、不同年龄以及不同类型城中村居民出游障碍性因素的构成及区别.研究发现:城中村居民的出游障碍性因素较为普遍,不同类型的群体对不同的障碍性因素的敏感度存在不同程度的差异.城中村居民出游的障碍性因素有多元化特征,经济因素和时间因素仍然是主要障碍性因素.根据分析结果,针对性地提出改变这种现状的策略建议,为旅游企业、政府及旅游地进行客源市场拓展提供思路.     

“旅游者生成内容”对旅游意向的影响机制研究——基于SOR-TAM整合模型的实证研究

在社交网络不断渗透日常生活的今天,很少有研究关注网络社交平台中旅游者生成内容对旅游意向的影响。文章以SOR理论模型为基础,探讨在网络社交平台中旅游者生成内容的刺激下,经过感知信任和感知有用性的认知评价,进而促进旅游意向的过程。通过对303名旅游者进行问卷调查,分析旅游者生成内容如何影响旅游意向。回归分析结果表明,网络社交平台中的旅游者生成内容的丰富性、及时性、互动性、娱乐性对旅游意向的直接效应显著;也会通过感知信任和感知有用性产生间接效应。文章丰富了旅游者生成内容研究领域的成果,也为旅游业的社交网络营销策略提供了一定指导和建议。     

自我一致性对旅游者决策行为的影响——理论基础与研究模型

旅游者决策是旅游者行为研究的核心问题之一.以源自社会心理学和消费者行为学的自我一致性理论为基础,文章构建了自我形象一致影响旅游者决策行为的理论模型,把旅游者在旅游前、中、后不同阶段所面临的多种决策行为纳入一个整合性框架之中.分析了品牌/企业认同、消费情绪和感知风险等变量的中介作用,以及个人因素、情境因素和文化因素的调节作用,探讨了自我一致性效应发挥的内在机制及其情境/边界条件,并提出了一系列可供检验的研究命题.从而为深入理解旅游者决策行为提供了一个可供选择的理论视角,研究结果有助于促进旅游者决策理论的发展与完善.     

中国旅游发展笔谈——后现代主义视角下的旅游消费者行为研究（二）——对“新旅游者”的感知与相关思考

一、“新旅游者”是一种现实存在笔者一贯认为,旅游业在根本上是需求推动型产业,旅游者需求与行为研究是旅游学的基础,应当予以优先关注。当然,旅游者研究是多元的、复杂的,后现代主义抑或其他主义只是一种认识工具而已。     

基于“手段—目的”链的旅游者满意因素分析——以辽宁赴台旅游者为例

随着大陆居民赴台旅游人数的日益增多,如何令赴台旅游者满意成为台湾旅游业发展中面临的新挑战。文章将＂手段—目的＂链模型引入旅游者满意因素的研究中,以辽宁访台旅游者为例,基于阶梯式访谈调查数据构建了辽宁赴台旅游者满意因素的判断矩阵和价值层次图,并聚类得出五大最具主导地位的＂手段—目的＂意义链。在此基础上,从价格策略、游览主题、产品设计和推广、旅游环境、基础设施和服务水平等角度提出了台湾在今后旅游产品深度开发方面的对策建议。     

Natural soundscapes and tourist loyalty to nature-based tourism destinations: the mediating effect of tourist satisfaction

ABSTRACT

The purpose of this study is to explore the effect of natural soundscapes on tourist behaviors in a nature-based tourism destination. A behavioral model depicting the relationship among tourist attitudes to natural soundscapes, natural soundscape image, tourist satisfaction, and loyalty is examined using structural equation model and bootstrapping analysis. Results indicate that tourist attitudes directly affect natural soundscape image but do not affect tourist satisfaction and loyalty. The natural soundscape image directly affects tourist satisfaction and indirectly affects tourist loyalty when mediated by tourist satisfaction. Positioning natural soundscapes as a novel tourism attractor, theoretical and managerial implications are presented.     

The impacts of weather on tourist satisfaction and revisit intention: a study of South Korean domestic tourism

This study explores the impacts of weather on tourist satisfaction and intention to revisit sites utilizing a survey of 1736 domestic tourists in South Korea. This study adds tourists’ perceived quality of weather to a path model that anticipates revisit intention and was originally based on the perceived quality of physical attributes and service, as well as tourist satisfaction. The results of this study show that the perceived quality of weather affects tourist satisfaction and revisit intention directly and indirectly, and that it correlates with the perceived quality of physical attributes and service. It was determined that the impact of weather perception on tourist satisfaction and revisit intention is higher in rainy weather conditions. The results of the study show that to sustain tourist satisfaction and revisit intention, efforts to moderate the negative impacts of uncomfortable weather conditions are required, especially in rainy weather.     

Satisfaction With All-Inclusive Tourism Resorts: The Effects of Satisfaction With Destination and Destination Loyalty

Despite the fact that all-inclusive package holidays play a major role in the tourism developments of sun and sea destinations, relatively little research has been done within the hospitality literature to investigate the relationships between satisfaction with all-inclusive, destination satisfaction and loyalty to a destination. Moreover, the measurement of satisfaction with all-inclusive resorts is lacking. Therefore, the aim of this study is to examine relationships between satisfaction with all-inclusive resorts, satisfaction with destination, and destination loyalty, in order to understand the generation of tourist satisfaction with all-inclusive resorts. Based the previous theoretical and empirical evidence in the related literature, a questionnaire survey was conducted during summer 2008 at Antalya, a major sun and sea tourism destination of Turkey. The data were analyzed using several statistical techniques. The results suggested that there were significant relationships between satisfaction with all-inclusive resorts, satisfaction with destination and destination loyalty. It is also noteworthy that an all-inclusive package tour is the most popular traveling mode for tourists visiting Antalya.     

The mediating effect of place attachment on the relationship between golf tourism destination image and revisit intention

Focusing on golf tourism in Hainan Province, this study examined the relationship between place attachment, golf tourism destination image, and revisit intention of golf tourists. Data were obtained using questionnaires distributed to golf tourists in Hainan Province, China in 2016. Survey data from 218 tourists indicated that destination image was positively related to place attachment. Moreover, place attachment mediated the relationship between destination image and revisit intention. Implications of these findings for golf tourism marketing strategies as well as future research directions are discussed.     

International Tourist Satisfaction and Destination Loyalty: Bangkok,Thailand

This study compares first-time and repeat international tourists regarding their satisfaction and destination loyalty with their visit(s) to Bangkok. The data were collected from 254 international tourists. The results revealed that they were most satisfied with beautiful architectural buildings and historical sites, shopping opportunities and cultural sightseeing. Friends and families were their preferred information sources. Vacationing in Bangkok was the main purpose of their trip and taxies were their main means of transportation. First-time and repeat visitors differed in their views of Bangkok as being an amazing place, the hospitality of residents and beautiful smiles, and the quality of goods/services. For repeat tourists, professionals and students differed in their views of safety and security. Both groups would revisit Bangkok and recommend Bangkok to others.     

Tourist experience quality and loyalty to an island destination: the moderating impact of destination image

This study aims to explore the relationships among tourist experience quality, perceived value, perceived price reasonableness, tourist satisfaction with tour experience, and loyalty to an island destination by considering the moderating effect of destination image. The survey was distributed in person at an international airport. The findings revealed that tourists’ involvement with tours is the core of perceived value and price reasonableness, which increases tourists’ satisfaction. Perceived value is a stronger mediator between involvement and satisfaction than perceived price reasonableness. The moderating effect of island image is also uncovered. The theoretical and practical implications are discussed based on the findings.     

Antecedents of novelty seeking: international visitors’ propensity to experiment across Hong Kong's culinary traditions

The factors that influence the scope and range of visitors’ culinary choices were the focus of this study. Responses to a survey composed of 968 departing visitors from Hong Kong who reside in one of 18 countries revealed that culinary experimentation is influenced by four factors. They are in order of importance: national culture; length of stay; age; and repeat visitation. Specifically, respondents from low uncertainty avoidance countries patronized a greater number and diversity of culinary offers when compared to respondents from high uncertainty avoidance countries. In addition, repeat visitors and length of stay were positively correlated with both the number and range of culinary explorations, while first-time visitors and age were negatively correlated. The implications for managers is that visitors of different nationalities travel to destinations with different thresholds of tastes and uncertainty avoidance thresholds, and differences should be anticipated in terms of dining preferences and ranges of culinary experiences.     

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。     

The Impact of Diversity Seeking and Volunteer Orientation on Desire for Alternative Spring Break Programs

ABSTRACT

In this study of volunteer tourism, the values affecting participants' perceptions of and attitudes toward an alternative spring break program are compared to the values affecting their perceptions of and attitudes toward their previous and ideal spring breaks. Results show that the values of fun and rewarding are associated with different preferences that are affected by participants'levels of the individual difference factors Volunteer Orientation (Mowen &; Sujan, 2005 Mowen, J. C. and Sujan, H. 2005. Volunteer behavior: A hierarchical model approach for investigating its trait and functional motive antecedents. Journal of Consumer Psychology, 15(2): 170–182. [Crossref], [Web of Science ®] , [Google Scholar]) and Diversity Seeking (Brumbaugh &; Grier, 2009 Brumbaugh, A. M. and Grier, S. A. 2009. Diversity seeking: Scale development and validation [Working paper], Charleston, SC: College of Charleston.  [Google Scholar]). Results suggest that these individual difference factors are fruitful variables for segmentation in the volunteer tourism industry. Implications for marketing programs are discussed.     

Online Customer Experience and Its Relationship to Repurchase Intention: An Empirical Case of Online Travel Agencies in China

The study reported here examines the relationship between flow experience and repurchase intention by focusing on the joint mediating effects of loyalty. Data were taken from a survey of shopping experiences, at online travel websites, of 325 customers in China. The results show that flow experience has a significant effect on repurchase attention. Moreover, interactive speed, skill, challenge, perceived control, telepresence, perceived usefulness, and perceived ease of use are positively related to flow experience. Lastly, the findings show that loyalty, to some extent, acts as a mediator between flow experience and repurchase attention.