旅游者参与、服务质量、消费情感对旅游者忠诚影响

旅游者参与是旅游者重要需求,通过参与达到正面的情感体验;在激烈的市场竞争中,实现旅游者忠诚是旅游地重要目标,因此对旅游者参与及相关变量对旅游者忠诚的影响研究具有重要意义。文章构建了旅游者参与对旅游者忠诚影响的整合模型,并提出若干研究假设。通过对武夷山观光旅游者调查获取基础数据,实证了旅游者参与、服务质量、消费情感、旅游者满意等变量的相互关系及其对旅游者忠诚的影响。研究发现,旅游者参与对服务质量、正面消费情感、旅游者满意具有显著直接正向影响,对负面消费情感具有显著直接负向影响,并通过服务质量、消费情感、旅游者满意三个中介变量对旅游者忠诚产生间接影响;服务质量通过旅游者满意对旅游者忠诚产生产生间接影响;消费情感对旅游者忠诚既产生直接影响,又通过旅游者满意对其产生间接影响;旅游者满意是旅游者忠诚的直接前因变量。最后指出研究局限及未来研究方向。

The Effects of Tourist Participation, Service Quality and Consumption Emotions on Tourist Loyalty

Tourist participation is an important need,and it could promote the positive emotion experience.In fierce competition of market,maintaining tourist loyalty is the key objective for destinations.So,it is important to study the effects of tourist participation and other variables on tourist loyalty.Based on the rich literatures,this paper develops an integrative model of tourist participation effects,and presents some hypothesis.With the data from a questionnaire survey of Wuyi mountain visitors,the paper examines the mutual relationships between tourist participation,service quality,consumption,emotions satisfaction,and their effects on tourist loyalty.The results show that tourist participation has a directly significant positive effect on service quality,positive emotion,and tourist satisfaction,but has a directly significant negative effect on emotion,and an indirectly effect on tourist loyalty through service quality,consumption emotions and satisfaction.Service quality influences tourist loyalty through satisfaction.Consumption emotions affect loyalty directly through satisfaction.Satisfaction is the direct antecedent of loyalty.Discussion and implication are provided based on the research results.