旅游目的地形象、质量、满意度及其购后行为相互关系研究

该文论述了旅游目的地形象对旅游者目的地选择及其购后行为的主要影响,并把“重游意向”与“愿意推荐该目的地”纳入行为变量,“感知质量”与“满意度”纳入评价变量。该文还以无锡市两个旅游目的地的实践性调查研究所得的数据基础上,运用结构平等模式对“感知质量”与“满意度”之间的关系及“感知质量”、“满意度”与“行为意向”之间的关系进行了衡量。研究结果对我国旅游目的地的经营与管理有着重要启示,并对推动我国旅游目的地形象及旅游消费行为的定量研究有着重要意义。

Research on the Inter-relationship of Tourists Destination Image, Quality,Satisfaction and Behaviour Intention

This paper mainly relates the affect of tourist destination image on tourists destination selecting and its post-purchase behaviour. It is this latter part that this study is concerned of placing the emphas is on the analysis of the relationship destination image and tourist behaviour, and that of image and the post-consumption evaluation of the stay."Intention to return" and "willing to recommend the destination" are conceived as behavioural variables,"perceived quality" and "satisfaction" are the evaluative variables. In addition to that, the relationship of perceived quality ,satisfaction and behavioural variables is examined. All the relationships are tested jointly using a structural equation model on the base of the survey data rooted from two tourist destinations of Wuxi city in Jiangsu province. The result has an important implication to the management and administration of tourist destinations in China, and has an important meaning to promote the qualitative research on tourist destination image and tourist consumer behaviour in China.