摘要
在激烈的客源竞争中,游客忠诚度对旅游目的地的建设、口碑推广及市场份额的提升具有重要的作用,因此培育旅游者忠诚度不仅是旅游目的地构建核心竞争优势的关键,也是其生存发展之道。本研究以新疆吐鲁番市的乡村旅游为切入点,对游客涉入度与游客忠诚度之间的作用机制进行探讨。实证分析结果显示:(1)游客涉入度与恢复性环境感知、游客满意度、游客忠诚度呈正相关关系;(2)恢复性环境感知与游客满意度、游客忠诚度呈正相关关系;(3)恢复性环境感知与游客满意度在“游客涉入度—游客忠诚度”的结构中发挥多重链式中介作用。该研究结论揭示了乡村旅游地游客忠诚度的形成机制,可为培育旅游者忠诚、促进乡村旅游地可持续发展提供理论依据。
In the fierce competition of tourists,tourist loyalty plays an important role in the construction of tourist destinations,the promotion of word-of-mouth and the promotion of market share.Therefore,cultivating tourist loyalty is not only the key to develop the core competitive advantage for tourist destinations,but also vital to their survival and sustainable development.This paper takes the rural tourism of Turpan City in Xinjiang Province as the starting point to explore the mechanism between tourist involvement and tourist loyalty.The results of empirical analysis showed that:(1)tourist involvement was positively correlated with the perception of restorative environment,tourist satisfaction and tourist loyalty;(2)The perception of restorative environment is positively correlated with tourist satisfaction and tourist loyalty;(3)The perception of restorative environment and tourist satisfaction acted as multiple serial mediators in the structure of“tourist involving-tourist loyalty”.The conclusion of this study reveals the formation mechanism of tourist loyalty in rural tourism destinations,thereby offering a theoretical foundation for cultivating tourist loyalty and advancing the sustainable development of rural tourism destinations.
作者
崔明月
王明辰
孙之阳
王彦芳
CUI Ming-yue;WANG Ming-chen;SUN Zhi-yang;WANG Yan-fang(School of Tourism,Xinjiang University of Finance and Economics,Urumqi 830012,Xinjiang,China;School of Economics,Xinjiang University of Finance and Economics,Urumqi 830012,Xinjiang,China)
出处
《喀什大学学报》
2025年第4期43-52,共10页
Journal of Kashi University
基金
自治区级研究生科创项目“边疆民族地区文化旅游产业高质量发展预测、评估与模式创新研究”(XJ2024G235)
新疆财经大学研究生科研创新项目(XJ2024G240)
新疆财经大学大学生创新训练计划项目(S202410766002)。
关键词
游客涉入度
恢复性环境感知
游客满意度
游客忠诚度
Tourist involvement degree
Restorative environmental perception
Tourist satisfaction
Tourist loyalty
