旅游购物体验要素对顾客价值及其满意和购买意向的影响

旅游者进行高质量的旅游体验并实现其体验价值是其旅游的重要目的.旅游购物是旅游过程的一个重要环节,也是旅游体验的组成部分.本文剖析了旅游者购物过程中的顾客价值的两个构成维度--旅游体验价值和商品感知价值,研究发现旅游者购物体验的4个要素对顾客价值有重要的影响作用,顾客价值对旅游者购物满意和购买意向具有很强的影响力.     

Exploring Tourist Perceived Value: An Investigation of Asian Cruise Tourists' Travel Experience

The present study explores Asian cruise travelers' perceived value of the travel experience and the effect of perceived value on satisfaction and behavioral intention. To measure Asian travelers' multi-dimensional perceived value, a cognitive-affective perceived value model was utilized. Survey items were adapted from cruise travel attribute items and SERV-PERVAL scales. Exploratory factor analysis was performed to identify travelers' cognitive and affective perceived value. Structural Equation Modeling (SEM) was conducted in order for researchers to examine how tourists' multi-dimensional perceived value construct affected travelers' satisfaction and behavioral intentions. Statistical results showed that Asian cruise travelers have four sub-dimensions of cognitive perceived value: “facility,” “food & beverage (F&B),” “entertainment,” and “staff.” Affective perceived value was measured by emotional response measurement items. The current study indicated travelers' perceived value of the cruise experience affects travel satisfaction and travelers' behavioral intention.     

游客间互动对再惠顾意愿的影响研究——基于游客体验的视角

同顾客与员工、顾客与服务环境之间的互动研究相比,服务接触中顾客间互动的研究明显匮乏,这也逐渐成为了服务接触理论进一步深化研究的关键领域。文章基于顾客体验的视角,构建并实证检验了游客间互动对游客再惠顾意愿影响的概念模型,发现了游客间互动的4个维度在影响游客体验价值各层面上存在的差异性以及体验价值的不同维度在游客间互动对再惠顾意愿影响中的不同中介作用：礼仪违背、友好交谈对情感性、认知性、社会性体验价值有显著影响,并间接影响游客的再惠顾意愿;一方面干扰和争执对功能性、情感性体验价值有显著的负向影响,建议与帮助对体验价值的4个维度有显著正向影响,进而间接影响游客的再惠顾意愿,另一方面干扰与争执对再惠顾意愿有直接的负向影响,建议与帮助对再惠顾意愿有直接正向影响作用。此外,有效辨识出各人口统计变量的不同水平对各研究变量影响的差异。这对于旅游企业开展良好的顾客关系管理具有重大的指导意义和价值。     

Examining the Effect of Tour Guide Performance,Tourist Trust,Tourist Satisfaction,and Flow Experience on Tourists' Shopping Behavior

This study contributes to a model describing the effect of tour guide performance on tourist shopping behavior by examining the mediating effects of perceived credibility trust, perceived benevolence trust, and tourist satisfaction as well as the moderating effect of flow experience. Our analysis confirms that tour guide performance has positive effects on perceived credibility trust, perceived benevolence trust, and tourist satisfaction. However, only perceived benevolence trust and tourist satisfaction mediate the relationships between tour guide performance and tourist shopping behavior. Nevertheless, tour guide performance, as evaluated through perceived credibility trust and tourist satisfaction, has the strongest effect on tourist shopping behavior when compared to other routes in the model. In addition, the moderating effect of flow experience is confirmed in the perceived benevolence trust and tourist shopping behavior relationship, but it does not have any effects on other links. In light of our findings, managerial implications are discussed as well.     

The Indirect Effects of Destination Image on Destination Loyalty Intention Through Tourist Satisfaction and Perceived Value: The Bootstrap Approach

This study proposes a multiple mediation model, in which destination loyalty intention is jointly influenced by the interplay among destination image, tourist satisfaction, and perceived value. Data were collected on Hainan Island, China and a total of 371 observations with 5,000 bootstraps were analyzed using the structural equation modeling technique. The results indicate that all possible single and multiple meditational effects within the model are substantiated. The meditational effects as well as the bootstrap approach employed to detect these effects contribute to the tourism literature significantly. Theoretical and managerial implications are discussed in the context of tourism marketing and destination management. This work was jointly supported by The National Natural Science Fund of P. R. China (71262032) and by Hainan University, P. R. China (Kyqd:1230). View all notes     

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.     

How Service Quality Affects Customer Loyalty in the Travel Agency: The Effects of Customer Satisfaction,Service Recovery,and Perceived Value

This study develops a conceptual model of the effects of service quality on customer loyalty that reflects the mediating role of customer satisfaction and the moderating role of service recovery and perceived value, and applies this model to the travel industry. A survey and analysis confirm that customer satisfaction is positively influenced by service quality, and customer loyalty is positively influenced by customer satisfaction. Furthermore, customer loyalty is indirectly influenced by service quality through the mediator of customer satisfaction. The relationship between service quality and customer satisfaction is found to be stronger for customers who have a positive experience of service recovery; and the correlation between customer satisfaction and customer loyalty is stronger for customers who perceive high service value.     

Consumption of Movie Experience: Cognitive and Affective Approaches

This study examines the structural relationships among film quality, value, and satisfaction on the perspective of moviegoers. The experience economy concept is employed as the theoretical framework, where moviegoers’ cognitive and affective evaluations are projected in fulfilling their perceived value. Moviegoers’ perceived movie attributes and experiences are assessed to evaluate the moviegoers’ satisfactions through functional and emotional values. In particular, this article investigates how four dimensions of experience mediate the effect of movie attributes on perceived value and satisfaction. A total of 565 samples were analyzed with structural equation modeling to investigate the relationship of ‘quality—value—satisfaction.’ The findings show that two movie attributes (core and peripheral) affect three dimensions of experience (entertainment, educational, and escapist), which in turn influence functional and emotional values, and moviegoers’ satisfaction. The results also confirm that emotional value is a more powerful predictor of moviegoers’ satisfaction than functional value.     

The Influence of Tourist Satisfaction on Tourism Expenditure in Emerging Urban Cultural Destinations

Satisfaction is an excellent predictor of tourist behavior, often used in marketing and destination management. This paper analyzes the extent to which tourist satisfaction influences tourism expenditure at the destination using a gamma regression model, based on the information obtained from 2967 surveys conducted in 14 emerging urban cultural destinations in Andalusia, Spain. The results obtained show that there is indeed a correlation between tourist satisfaction and tourism expenditure at the destination, and guide the implementation of specific policies by stakeholders in these destinations, in order to increase the economic impact generated by this activity.     

基于顾客价值的经济型酒店顾客满意度测评研究

培育和维护满意的顾客是经济型酒店获得和保持竞争优势的重要条件,而顾客对酒店产品感知利得和利失的比较对顾客满意度的形成具有重要的影响。该研究以现有的顾客满意度理论为基础,结合经济型酒店的顾客需求和产品服务特征,从顾客价值获得的角度构建经济型酒店的顾客满意度测评模型,建立了顾客满意度测评指标体系,并进行了实证分析。研究表明,经济型酒店的卫生状况、支持系统、交通便利程度以及价格等方面的顾客满意度较低。最后,根据实证分析结果提出了经济型酒店提高顾客满意度的建议和对策。     

免税购物游客感知价值的量表开发与实证检验

游客感知价值源自营销学领域的顾客价值理论,是游客基于感知利得与利失的权衡对旅游产品或旅游服务的总体评价,已成为旅游企业稳固竞争优势的新动源。现阶段,国内外免税购物市场竞争局势日渐激烈,免税购物游客感知价值研究能为免税店管理方提供科学的运营管理依据。文章以有消费经历的免税购物游客为研究对象,研究区域为三亚国际免税城,运用SPSS 22.0和AMOS 17.0软件对正式调研所获得的324份有效样本数据进行实证分析。在梳理游客感知价值测量相关文献的基础上,严格遵循量表开发的规范步骤(确定构念范围、发展初始测项、纯化初始测项、预调研、正式调研、探索性因子分析、验证性因子分析、信效度检验),开发了包含6个维度24个测项的免税购物游客感知价值量表,6个维度分别为感知环境价值、感知成本价值、感知管理价值、感知功能价值、感知服务价值、感知声誉价值,并通过构建结构方程模型检验了量表的稳定性。最后,总结了研究的理论贡献与管理启示。     

Tourist Motivation with Sun and Sand Destinations: Satisfaction and the Wom-Effect

To study the tourist consumption process, the present work suggests a new conceptual framework of tourist motivation. This framework for tourist motivation proposes causal relationships for important constructs in the consumption process: between motivations to travel, tourists' satisfaction, and intentions to communicate with others by word-of-mouth (WOM). A review of current tourism and marketing literature suggests two body-related dimensions (i.e., sun and warmth, fitness and health) and two mind-related dimensions (i.e., culture and nature, escapism). The study tests an instrument to measure the dimensions of tourist motivation. A research model investigates the relevant relationships among the constructs and uses a structural equation modeling (SEM) approach. Analysis of 1,222 outbound charter tourists from Norway tests the model. The results confirm that body and mind are useful as a framework to assess tourist motivations. People have many motives for visiting sun and sand destinations. Satisfaction was, as expected, found to impact WOM. However, only mind-related motives affect satisfaction with the destination, and tourists prefer to talk about culture and nature motivations, in particular, to others. These findings are of great importance due to the great influence of WOM in tourism marketing. The findings point to the importance of recognizing the differences in tourist motivation for traveling and what tourists are inclined to tell others when arriving back home.     

Examining Relationships among Expo Experiences,Service Quality,Satisfaction, and the Effect of the Expo: The Case of the Expo 2012 Yeosu Korea

The enduring legacy of a mega-event can be the unique opportunities it provides for visitors. Thus, focusing on the visitors’ experiences should be a priority for the tourism industry. Festivals and mega-events are typical experiential products that provide high-quality experiences in the field of tourism. This study examines Pine and Gilmore's concept of the experience economy in the context of a mega-event. Specifically, the relationships among Expo experience, quality, satisfaction, and the effect of the Expo 2012 Yeosu Korea are examined. This study empirically tests whether the Expo experience and Expo quality influence visitor satisfaction. It also investigates whether visitor satisfaction influences the effect of the Expo. A self-administered survey was conducted for visitors (N?=?377) of the Expo. The results of testing Pine and Gilmore's concept of the experience economy reveal that among four dimensions, esthetic experience followed by entertainment experience were the most important experiences influencing visitor satisfaction. The results also show that the effect of the Yeosu Expo was determined by Expo satisfaction. However, the findings indicate that educational and escape experiences were not closely related to satisfaction for Expo visitors.     

The Effect of Length of Stay on Travelers' Perceived Satisfaction with Service Quality

SUMMARY

Consumer satisfaction related to service quality during the vacation experience is of paramount importance to the travel and tourism industry. This study tests empirically the effects the number of nights spent on a vacation have on the levels of satisfaction recent travelers report for three service aspects of the travel destination: perceived satisfaction with tourism service providers; perceived “freedom from defects” of tourism services; and perceived reasonableness of the cost of tourism services. Differentiation in satisfaction scores between “short-term visitors” (i.e., those who stayed from one to six nights) and “long-term visitors” (i.e., those who stayed seven or more nights) were examined. Significant differences between the two groups of visitors were present for (1) perceived satisfaction with industry professionals delivering the service experience at the travel destination, (2) perceived satisfaction with “freedom from defects” of the actual services at the destination, and (3) perceived reasonableness of the cost of services at the travel destination. Suggestions for how tourism industry professionals can make use of this information are presented.     

Exploring Cruise Experiences,Satisfaction, and Loyalty: The Case of Aruba as a Small-Island Tourism Economy

In light of increasing global competition amongst international cruise destinations; growing demand for cruise tourism; and the lack of empirical studies on the “real” destination experience, satisfaction, and intentions to return and recommend (i.e., cruise destination loyalty), the current study investigates cruise visitor satisfaction, cruise destination experience, and the resulting behavioral intention as it relates to the cruise destination of Aruba, Dutch Caribbean. Because of increased reliance of small island economies on cruise tourism receipts and visitor expenditures, cruise ports throughout the Caribbean are seeking ways to improve the quality of destination services and experiences. Results indicate that cruise visitors are satisfied with their visit to Aruba and that overall destination experience in addition to satisfaction, were found to be significant predictors of cruise visitor loyalty.     

导游与游客交互质量对游客感知的影响——以游客感知风险作为中介变量的模型

导游服务质量一直是旅游服务领域中争议的焦点。文章通过构建以导游与游客交互质量的3个维度（行为、专业技能和问题解决）为前置变量、游客个人风险和非个人风险感知为中介变量、游客感知价值和满意度为结果变量的结构方程模型,尝试研究了导游人员与游客的交互质量与游客感知之间的作用机制。以530名使用过旅行社导游服务的旅游者作为样本,研究发现,通过提升导游人员的行为、专业技能和问题解决能力能够显著降低游客的个人风险感知,从而提高游客感知价值和满意度,但导游人员与游客的交互质量对游客非个人风险感知及游客非个人风险感知对游客感知价值和满意度的影响作用则相对复杂。     

体验经济时代下旅游产品的设计与创新--以古村落旅游产品体验化开发为例

在体验经济时代,旅游及其产品被赋予了更深的内涵和更高的期待,而在现实开发中却存在很大的不足。针对这种不平衡性,本文在旅游与体验的内在关系分析基础上。以古村落旅游产品开发为例,提出了旅游产品体验化创新的系统框架,并具体阐述了旅游产品体验化设计的一系列新方法、新途径。     

Heritage Tourism in Singapore Chinatown: A Perceived Value Approach to Authenticity and Satisfaction

This study examines object-based and existential authenticity using a multidimensional approach to perceived value. The effects of value perceptions on satisfaction are also examined. Data was collected from tourists at the Singapore Chinatown heritage precinct. The findings revealed that object-based authenticity, existential authenticity, and perceived monetary value positively influenced overall perceived value and subsequently, satisfaction. This paper provides researchers with a theoretical framework of authenticity and perceived value for future empirical studies in the heritage tourism context. It also provides insight into how destination marketers and policy makers can develop effective and sustainable strategies for heritage destinations.     

旅游体验研究:进展与思考

本文从旅游体验和体验经济两个方面的理论综述和进展追踪出发,提出了基于该两方面理论具体到体验塑造实践的应用.文章总结了旅游体验的分类、概念化发展、真实性、体验质量、体验管理等问题.基于对体验分类的理论分析,提出了通过主体体验化和支撑主题化的旅游体验塑造途径;基于考察体验的影响逻辑,提出了改善体验质量的方法.     

An Empirical Examination of the Form of Relationship Between Sustainable Tourism Experiences and Satisfaction

This paper problematizes the terms “sustainable tourism and satisfaction”. It conceptualizes sustainable tourism as a future trend in tourism and argues that although sustainable tourism and satisfaction frequently function as a means of tourist evaluation and experience for attractions, their social significance extends far beyond current tourism planning. This paper uses empirical material from 642 tourists who had sustainable tourism experiences and gathers samples from several natural resource conservation zones in Taiwan. If tourists feel a sense of novelty about a tourist destination, they may increase their sustainable experience and further enhance their willingness and satisfaction toward sustainable tourism. In addition, sustainable tourism studies suggest that novelty enhances emotional excitement, which in turn leads to more overall valuable evaluations and higher satisfaction. This paper tests both direct and indirect mechanisms simultaneously using structural equation modeling methods. The results support the predictions.