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| 旅游景区形象对顾客忠诚的影响研究 | |
| 引用本文： | 邱宏亮,吴雪飞,钱正英. 旅游景区形象对顾客忠诚的影响研究[J]. 桂林旅游高等专科学校学报, 2012, 5(1): 17-22 |
| 作者姓名： | 邱宏亮 吴雪飞 钱正英 |
| 作者单位： | 1. 中国旅游研究院旅游标准化研究基地,浙江杭州311231／浙江省旅游发展研究中心旅游营销与策划研究所,浙江杭州311231／浙江旅游职业学院工商管理系,浙江杭州311231 2. 浙江旅游职业学院工商管理系,浙江杭州,311231 3. 浙江旅游职业学院旅行社管理系,浙江杭州,311231 |
| 基金项目： | [基金项目]浙江省民生调研协作攻关课题，浙江旅游职业学院常规重点课题，浙江旅游职业学院青年教师重点课题，浙江旅游职业学院青年教师一般课题 |
| 摘 要： | 采用文献回顾和定性研究相结合的方法，提出了旅游景区形象4维度测量模型。基于此，建立了旅游景区形象各维度对顾客忠诚的作用机制模型．数据研究表明：（1）笔者开发的旅游景区形象量表具有较好的信度水平、整体拟合优度、收敛效度、判别效度，它包括风景与卫生、景区价格、景区服务、基础设施等4个结构维度;（2）旅游景区形象各维度对顾客忠诚存在不同的作用机理与影响效应． |
| 关 键 词： | 旅游景区形象 感知价值 顾客满意 顾客忠诚 |
The Effects of Tourist Attractions Image on Customer Loyalty |
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| QIU Hong-liang,WU Xue-fei,QIAN Zheng-ying. The Effects of Tourist Attractions Image on Customer Loyalty[J]. Journal of Guilin Institute of Tourism, 2012, 5(1): 17-22 | |
| Authors: | QIU Hong-liang WU Xue-fei QIAN Zheng-ying |
| Affiliation: | 1. Research Base of Tourism Standardization ,China Tourism Academ y;2. Tourism Marketing and Planning Institute, Tourism Development Research Center of Zhejiang Province ; 3. Department of Business Administration, Tourism College of Zhejiang ;4. Department of Travel Agency Management, Tourism College of Zhejiang , Hangzhou 311231, China) |
| Abstract: | Combined the review of related literature with the qualitative research, the four-dimension measurement model of tourist attractions image is proposed. And the structural model of each dimension of tourist attractions image affecting relationship among value, satisfaction and loyalty is constructed. Empirical results indicate that： （1）the measurement model of tourist attractions image which includes landscape and health, tourist attractions price, tourist attractions service, infrastructure has been ac- ceptable levels of reliability, overall fit, convergent validity, discriminant validity; （Z）Each dimension of tourist attractions image has different effects on the customer＇s value-satisfaction-loyalty. |
| Keywords: | tourist attractions image perceived value customer satisfaction customer loyalty |
| 本文献已被 维普 万方数据 等数据库收录！ | |