摘要
本文基于认知—情感—行为理论,构建了服务认知要素、消费情感和旅游者忠诚关系的整合模型,以厦门城市旅游者为研究对象进行实证研究,发现:(1)服务认知三要素之间存在相互影响机制,服务公平性对服务质量和感知价值有显著正向影响,且服务质量显著正向影响感知价值;(2)消费情感在服务认知要素对旅游者忠诚影响中起中介作用。服务公平性对正面消费情感和负面消费情感有显著正向影响,服务质量、感知价值对正面消费情感有显著正向影响。正面消费情感对负面消费情感有抑制作用,并显著正向影响重游倾向和口碑宣传,而负面消费情感显著正向影响寻找替代旅游地;(3)旅游者满意显著直接正向影响重游倾向和口碑宣传;(4)重游倾向对口碑宣传有显著正向影响。
As the world has moved from a service-based toward an experience-based economy, as an important experience-based type, tourism＇s role becomes increasingly more important and the tourism industry becomes one of the main industries creating employment and generating revenue. Tourism can contribute substantial economic benefits to cities that many cities managers promote the tourism sector as a key area of their economic policies. Many cities choose to boost and invest in consumer service such as tourism and leisure to get advantage. With more and more cities developing tourism, cities tourism market becomes intense. How to keep tourist loyalty is important practical problem that cities managers face. According to ＂cognitive-emotional-behavioral＂ theory, this paper constructed integrated structural equation model （SEM） between cognitive elements of services （ i. e. service fairness, service quality, and perceived value）, consumption emotions （ i. e. positive emotion and negative emotion） and loyalty behavior of tourists （ i. e. intention to revisit, word-of-mouth referrals, and search for alternatives）. It hypnotized there were interrelationship between service cognitive elements that service fairness service was antecedent of service quality and perceived value, and service quality had a positive effect on perceived value. It also presumed that consumption emotions were the medi- ators between service cognitive elements and behavioral outcomes of tourists. Additionally, it assumed that tourist satisfaction was a important and direct antecedent of tourist loyalty. At last, this paper presumed there was positive correlation between intention to revisit and word-of-mouth referrals, and a negative relationship between word-of- mouth referrals and search for alternatives, which were the three dimensions of tourist loyalty in the current study. In order to empirically test this integrated model, we surveyed them with a structural questionnaire to get basic data. All constructs in the model were measured with self-reported, multiple-item scales adapted from the marketing and tourism literature. Service fairness, service quality, and perceived value were measured by four, five and four items respectively. Consumption emotions included positive and negative emotion, and each of them was measured by three items. Tourist satisfaction, each dimension of tourist loyalty was measured three items separately. All the items were measured on a five-point Likert-type scale anchored at ＂strongly disagree＂ （ 1 ） and ＂strongly agree＂ （5）. Data of the current study were from a survey of the city tourist who visited Xiamen, a well-known city destination located on the east coast of China. The questionnaires were distributed by trained graduate students at a Xiamen university. The investigation period was from June 20 to July 10 in 2011. It was distributed 800 questionnaires together and obtained 541 valid samples at last. Based on the empirical study, the paper got some important results. Firstly, there was an interacted mechanism between three elements of service cognition. Service fairness has a significantly direct positive effect to service quality and perceived value separately, and service quality has a significant positive effect to perceived value. Secondly, Consumption emotions have mediated affects between cognitive elements of service and loyalty behavior of tourists. Service fairness has a significant positive effect to positive emotion and a negative effect on negative emotion, service quality, and perceived value has a significant positive effect to negative emotion separately. On the relationships between consumption emotions and tourist loyalty, positive emotion has a positive effect to intention to revisit and word-of-mouth respectively, and negative emotion has a positive effect to search for alternative destinations. Thirdly, Satisfaction is the direct and most important antecedent of loyalty, has a positive effect to intention to revisit, word-of-mouth. Fourthly, there is a progressive relationship between intention to revisit and word-of- mouth. Although the current study is of great scientific significance to enrich destination management theory, and great practical value to improve the destination development performances and achieve sustainable development of city destination, it has a number of limitations. Firstly, the service cognitive elements, but some literature suggested current study used a dimension to measure each variable of they were multidimensional construct. Future research can test impact of each dimension of service cognitive elements. Next, this study only obtained the cross-sectional data and it would be desirable to establish the casual relationship among variables using longitudinal data. Future studies may validate the findings and enhance the generalizability with a consumer panel （ i. e. , a combination of cross-sectional and longitudinal data）. Finally, the conceptual model was tested using data collected from a single city destination in China. As such, the findings are not necessarily general to other travel settings. Further research may test the integrated model in such as rural tourism, adventure tourism and heritage tourism.
出处
《经济管理》
CSSCI
北大核心
2012年第7期112-122,共11页
Business and Management Journal ( BMJ )
基金
湖南省社科基金项目"休闲旅游趋势与家庭旅馆发展互动研究--以湖南省为例"(2010YBA019)
中南大学中央高校基本科研业务费青年教师自由探索项目"旅游地声誉对旅游者态度和行为影响机制研究"(2012QNZT179)
关键词
服务认知
消费情感
旅游者满意
旅游者忠诚
service cognition
consumption emotions
tourist satisfaction
tourist loyalty
