基于結(jié)構(gòu)方程模型的內(nèi)地游客赴港旅游滿意的影響因素研究
發(fā)布時(shí)間：2018-07-29 11:51
【摘要】：在現(xiàn)代旅游業(yè)發(fā)展情境下,作為旅游消費(fèi)者行為研究領(lǐng)域核心概念的“游客滿意”研究已經(jīng)成為旅游學(xué)術(shù)界以及旅游企業(yè)政策制定經(jīng)營(yíng)管理者研究的重中之重。事實(shí)上,游客滿意的研究結(jié)論通常能為旅游目的地了解游客的旅游消費(fèi)偏好及自身提供產(chǎn)品及服務(wù)的優(yōu)勢(shì)和不足,最終為制定科學(xué)合理的市場(chǎng)營(yíng)銷(xiāo)策略提供有價(jià)值的參考信息,而這也是旅游學(xué)術(shù)界和旅游業(yè)界對(duì)此不斷進(jìn)行深入研究的現(xiàn)實(shí)出發(fā)點(diǎn)。因此,如何更加全面有效地評(píng)估游客滿意,找出影響游客滿意的因素及其影響機(jī)制成為學(xué)界和業(yè)界不斷探索的重要問(wèn)題�，F(xiàn)階段,在體驗(yàn)時(shí)代背景下,旅游者越來(lái)越青睞于在旅游過(guò)程中尋求一種難忘的經(jīng)歷,對(duì)旅游體驗(yàn)的需求也越來(lái)越高。對(duì)內(nèi)地出境旅游而言,其對(duì)旅游體驗(yàn)的重視程度更高。他們不僅要去感受異域風(fēng)光,更想要體驗(yàn)當(dāng)?shù)仫L(fēng)土人情與文化習(xí)俗,他們?cè)敢飧顿M(fèi)去體驗(yàn)的是能給他們帶來(lái)愉快而難忘的旅游經(jīng)歷。而赴港旅游已經(jīng)成為我國(guó)內(nèi)地居民出境旅游最突出的亮點(diǎn)。近年來(lái),隨著內(nèi)地居民生活水平的提高、閑暇時(shí)間的增多以及兩地之間經(jīng)貿(mào)文化等往來(lái)日益頻繁,內(nèi)地已經(jīng)成為香港旅游的第一大旅游客源市場(chǎng)�，F(xiàn)有對(duì)內(nèi)地赴港游客滿意研究已廣泛存在于香港旅游服務(wù)的各部門(mén),如酒店、航空、郵輪等,但對(duì)赴港旅游整體滿意的研究卻很少。因此,考察包括內(nèi)地赴港游客的旅游體驗(yàn)在內(nèi)的影響游客滿意的因素及其相互作用機(jī)制,以進(jìn)一步實(shí)現(xiàn)香港旅游滿足游客需求變化的健康可持續(xù)發(fā)展具有重要意義。本研究從認(rèn)知和情感兩方面對(duì)游客滿意的內(nèi)涵進(jìn)行闡述,認(rèn)為游客滿意不僅僅是游客感知旅游目的地的過(guò)程,更是一種情感體驗(yàn)過(guò)程,游客對(duì)整場(chǎng)旅游行程滿意程度不僅會(huì)受到出發(fā)前旅游期望及旅游途中感知服務(wù)質(zhì)量的影響,更多的還會(huì)受到游客旅游過(guò)程中旅游體驗(yàn)的影響。因此,本文在期望——實(shí)績(jī)模型的基礎(chǔ)上,引入了游客體驗(yàn)這一重要概念,建立了一個(gè)包含游客期望、服務(wù)質(zhì)量、游客體驗(yàn)及游客滿意的研究理論模型,以內(nèi)地赴港旅游游客為研究對(duì)象,在焦點(diǎn)小組討論和問(wèn)卷調(diào)查的基礎(chǔ)上,對(duì)變量進(jìn)行測(cè)量,并運(yùn)用結(jié)構(gòu)方程模型的實(shí)證研究方法,探究了模型中各變量之間的關(guān)系,驗(yàn)證了本文所提研究假設(shè),并得出如下結(jié)論:(1)服務(wù)質(zhì)量和游客體驗(yàn)都是游客滿意的重要決定因素;(2)游客體驗(yàn)可以分為購(gòu)物體驗(yàn)、旅游活動(dòng)及設(shè)施體驗(yàn)、學(xué)習(xí)體驗(yàn)和自我實(shí)現(xiàn)體驗(yàn)四個(gè)維度;(3)游客期望對(duì)服務(wù)質(zhì)量存在強(qiáng)烈的直接正向影響,而對(duì)游客體驗(yàn)的各個(gè)維度都存在負(fù)向影響,其中對(duì)學(xué)習(xí)體驗(yàn)和自我實(shí)現(xiàn)體驗(yàn)的直接負(fù)向影響顯著;(4)服務(wù)質(zhì)量顯著正向影響游客體驗(yàn)各維度及游客滿意,且服務(wù)質(zhì)量還通過(guò)游客體驗(yàn)對(duì)游客滿意產(chǎn)生間接影響,其中購(gòu)物體驗(yàn)、學(xué)習(xí)體驗(yàn)和自我實(shí)現(xiàn)體驗(yàn)三個(gè)維度在服務(wù)質(zhì)量間接影響游客滿意中發(fā)揮顯著的中介效應(yīng);(5)游客體驗(yàn)各維度對(duì)游客滿意的影響方向和程度不一,四個(gè)維度中只有自我實(shí)現(xiàn)體驗(yàn)直接正向顯著影響游客滿意。最后,文章根據(jù)研究發(fā)現(xiàn),得出了相應(yīng)的實(shí)踐管理啟示。
[Abstract]:In the context of modern tourism development, the study of "tourist satisfaction", which is the core concept of tourism consumer behavior, has become the most important part of the study of tourism academia and the policy makers of tourism enterprises. In fact, the research conclusions of tourists' satisfaction are usually able to understand tourist consumption for tourist destinations. Preference and its own advantages and disadvantages of providing products and services, and ultimately providing valuable reference information for making a scientific and reasonable marketing strategy, which is also a realistic starting point for the tourism academia and the tourism industry to carry out in-depth research on this. Therefore, how to more fully and effectively evaluate the satisfaction of tourists and to find out the influence of the tourists is full. The factors of meaning and its influence mechanism have become an important issue in the academic and industry fields. At the present stage, in the background of experience times, tourists are more and more interested in seeking an unforgettable experience in the course of tourism, and the demand for tourism experience is becoming higher and higher. We not only want to feel the exotic scenery, but also want to experience local customs and cultural customs. They are willing to pay to experience a pleasant and memorable experience. Tourism in Hong Kong has become the highlight of the outbound tourism in the mainland of China. In recent years, with the improvement of the living standards of the mainland residents, the leisure time has come to a good time. With the increasing number of time and frequent exchanges between the two places, the mainland has become the largest tourist market for tourism in Hongkong. The current research on the satisfaction of tourists to the mainland has widely existed in various departments of tourism services in Hongkong, such as hotels, airlines, cruise ships and so on, but there are few studies on the overall satisfaction of travel to Hong Kong. It is of great significance to investigate the factors affecting tourists' satisfaction and their interaction mechanism, including the tourist experience of the mainland visitors to Hongkong, so as to further realize the healthy and sustainable development of tourist demand for tourists. This study expounds the intension of tourists' full meaning from two aspects of cognition and emotion, and thinks that the satisfaction of tourists is not satisfactory. Only the process of tourists' perception of tourist destinations is a process of emotional experience. The satisfaction of tourists to the whole tour is not only influenced by the expectation of the travel and the quality of the service on the way, but also influenced by the tourist experience during the tourist process. Therefore, this article is expected to be a real performance model. On the basis of the introduction of the important concept of tourist experience, a theoretical model which includes tourist expectation, service quality, tourist experience and tourist satisfaction is set up. On the basis of the focus group discussion and questionnaire survey, the variables are measured on the basis of the focus group discussion and questionnaire survey, and the empirical analysis of the structural equation model is used. Research methods, explore the relationship among the variables in the model, verify the hypothesis proposed in this paper, and draw the following conclusions: (1) service quality and tourist experience are important determinants of tourist satisfaction; (2) tourist experience can be divided into shopping experience, tourism activities and facilities experience, learning experience and self realization experience of four dimensions; (3) The tourists' expectation has a strong direct and direct influence on the quality of service, but there is a negative impact on all dimensions of the tourist experience, and the direct negative impact on the learning experience and self realization experience is significant. (4) the quality of service has a significant positive impact on the tourist experience of all dimensions and tourist satisfaction, and the quality of service is also traveling through the tourist experience. Customer satisfaction has an indirect effect, in which three dimensions of shopping experience, learning experience and self realization experience play a significant intermediary effect in the indirect impact of service quality on tourist satisfaction. (5) the direction and degree of the impact of tourist experience on tourist satisfaction is different, and only the self realization experience is directly positive and significant in the four dimensions. Finally, according to the research findings, the article draws the corresponding enlightenment from practice management.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F592.7
本文編號(hào)：2152590
[Abstract]:In the context of modern tourism development, the study of "tourist satisfaction", which is the core concept of tourism consumer behavior, has become the most important part of the study of tourism academia and the policy makers of tourism enterprises. In fact, the research conclusions of tourists' satisfaction are usually able to understand tourist consumption for tourist destinations. Preference and its own advantages and disadvantages of providing products and services, and ultimately providing valuable reference information for making a scientific and reasonable marketing strategy, which is also a realistic starting point for the tourism academia and the tourism industry to carry out in-depth research on this. Therefore, how to more fully and effectively evaluate the satisfaction of tourists and to find out the influence of the tourists is full. The factors of meaning and its influence mechanism have become an important issue in the academic and industry fields. At the present stage, in the background of experience times, tourists are more and more interested in seeking an unforgettable experience in the course of tourism, and the demand for tourism experience is becoming higher and higher. We not only want to feel the exotic scenery, but also want to experience local customs and cultural customs. They are willing to pay to experience a pleasant and memorable experience. Tourism in Hong Kong has become the highlight of the outbound tourism in the mainland of China. In recent years, with the improvement of the living standards of the mainland residents, the leisure time has come to a good time. With the increasing number of time and frequent exchanges between the two places, the mainland has become the largest tourist market for tourism in Hongkong. The current research on the satisfaction of tourists to the mainland has widely existed in various departments of tourism services in Hongkong, such as hotels, airlines, cruise ships and so on, but there are few studies on the overall satisfaction of travel to Hong Kong. It is of great significance to investigate the factors affecting tourists' satisfaction and their interaction mechanism, including the tourist experience of the mainland visitors to Hongkong, so as to further realize the healthy and sustainable development of tourist demand for tourists. This study expounds the intension of tourists' full meaning from two aspects of cognition and emotion, and thinks that the satisfaction of tourists is not satisfactory. Only the process of tourists' perception of tourist destinations is a process of emotional experience. The satisfaction of tourists to the whole tour is not only influenced by the expectation of the travel and the quality of the service on the way, but also influenced by the tourist experience during the tourist process. Therefore, this article is expected to be a real performance model. On the basis of the introduction of the important concept of tourist experience, a theoretical model which includes tourist expectation, service quality, tourist experience and tourist satisfaction is set up. On the basis of the focus group discussion and questionnaire survey, the variables are measured on the basis of the focus group discussion and questionnaire survey, and the empirical analysis of the structural equation model is used. Research methods, explore the relationship among the variables in the model, verify the hypothesis proposed in this paper, and draw the following conclusions: (1) service quality and tourist experience are important determinants of tourist satisfaction; (2) tourist experience can be divided into shopping experience, tourism activities and facilities experience, learning experience and self realization experience of four dimensions; (3) The tourists' expectation has a strong direct and direct influence on the quality of service, but there is a negative impact on all dimensions of the tourist experience, and the direct negative impact on the learning experience and self realization experience is significant. (4) the quality of service has a significant positive impact on the tourist experience of all dimensions and tourist satisfaction, and the quality of service is also traveling through the tourist experience. Customer satisfaction has an indirect effect, in which three dimensions of shopping experience, learning experience and self realization experience play a significant intermediary effect in the indirect impact of service quality on tourist satisfaction. (5) the direction and degree of the impact of tourist experience on tourist satisfaction is different, and only the self realization experience is directly positive and significant in the four dimensions. Finally, according to the research findings, the article draws the corresponding enlightenment from practice management.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F592.7
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，本文編號(hào)：2152590
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