安徽省休闲度假旅游地游客忠诚机制研究

忠诚游客的重游与口碑宣传是旅游地重要的价值资源和竞争优势,游客忠诚机制的研究有助于认识游客忠诚形成的路径,为构筑游客忠诚战略提供帮助。文章采用现场问卷调查获取游客忠诚影响因子数据,运用结构方程模型,对安徽省休闲度假旅游地作了实证研究,发现地方依恋在模型中拥有显著的核心影响力,游客的感知价值和满意体验通过地方依恋对游客忠诚产生影响,满意体验对游客忠诚具有直接正面影响。在此基础上,结合案例地实际,提出了构筑安徽省休闲度假旅游地游客忠诚的具体策略。

A Study on Tourist Loyalty Mechanism of Leisure Resort in Anhui Province

Loyal tourists＇ revisit and word-of-mouth propaganda are the important valuable resource and competitive advan- tage for tourism destination market. The study on tourist loyalty mechanism can help to find out the path of visitor loyalty formation in order to build tourist loyalty strategies. The paper, through the on-the-spot questionnaire survey to collect data of factors affecting tourist loyalty and applying structural equation model, makes an empirical analysis on leisure resorts in Anhui Province. The results show that the place attachment has a significant core influence in the model, both tourist＇ s perceived value and satisfaction of experience affeet tourist loyalty through the place attachment. The satisfaction of tourist experience has a direct positive impact on the tourist loyalty. On this basis, the paper puts forward the concrete strategies to build tourist loyalty of leisure resort in Anhui Province.