乡村旅游地形象对游客行为意愿影响研究

发布时间：2018-07-16 23:49

【摘要】：乡村旅游能有效促进农民增收,改善农村面貌,沟通城乡交流,缩小城乡差距,在解决“三农”问题,实现农村社区和谐发展上具有重要作用。旅游目的地形象因其影响着旅游者的主观感受、行为意愿和旅游决策而日益受到学术界和实践界的广泛关注,但具体到乡村旅游地形象的研究却很少见。本研究主要包括两方面内容：构建乡村旅游地形象的测量量表,探索乡村旅游地形象的构成因子；研究乡村旅游地形象与游客满意度、推荐意愿、重游意愿、溢价支付意愿的影响关系。针对上述两方面内容,本研究以有过乡村旅游经历的国内游客为样本,通过文献回顾与焦点访谈,设计了相应的测量问卷,并通过预调研对问卷的信度进行检验。最终发放正式调查问卷326份,收回有效问卷260份,并运用SPSS19.0统计分析软件对问卷回收数据进行了统计分析。本文的研究结论如下：(1)构建了乡村旅游地形象的测量量表,包含30个测量项目和7个因子,分别为卫生与安全、核心吸引力、价格、环境与氛围、参与性、附属吸引力、住宿服务与设施。(2)乡村旅游地形象的七个构成因子中,核心吸引力、环境与氛围、住宿服务与设施与游客满意度有显著的正向影响。(3)核心吸引力、环境与氛围、附属吸引力、住宿服务与设施与游客推荐意愿有显著的正向影响；核心吸引力、环境与氛围、附属吸引力、住宿服务与设施与游客重游意愿有显著的正向影响；附属吸引力、住宿服务与设施与游客溢价支付意愿有显著的正向影响。(4)游客满意度对推荐意愿、重游意愿、溢价支付意愿有显著的正向影响,满意度对乡村旅游地形象和行为意愿起到部分中介作用。(5)独自出游游客的满意度要低于其他出游方式下游客的满意度,其他人口统计特征在游客满意度、推荐意愿、重游意愿、溢价支付意愿方面没有显著差异。
[Abstract]:Rural tourism can effectively promote farmers' income increase, improve rural appearance, communicate between urban and rural areas, narrow the gap between urban and rural areas, and play an important role in solving the "three rural issues" and realizing the harmonious development of rural communities. Tourism destination image has attracted more and more attention from academic and practical circles because of its influence on tourists' subjective feeling, behavior will and tourism decision, but the research on the image of rural tourism destination is rare. This research mainly includes two aspects: constructing the measurement scale of the rural tourism destination image, exploring the composing factors of the rural tourism destination image, studying the rural tourism destination image and the tourist satisfaction degree, recommending the intention, revisiting intention, and so on. Premium willingness to pay the impact of the relationship. In view of the above two aspects, this study takes domestic tourists who have experienced rural tourism as samples, through literature review and focus interviews, designed the corresponding questionnaire, and through pre-survey to test the reliability of the questionnaire. Finally 326 formal questionnaires were issued and 260 valid questionnaires were collected. SPSS 19.0 statistical analysis software was used to analyze the data collected from the questionnaires. The conclusions of this paper are as follows: (1) A measurement scale of rural tourism destination image is constructed, which includes 30 measurement items and 7 factors, which are health and safety, core attractiveness, price, environment and atmosphere, participation, subsidiary attractiveness, respectively. (2) among the seven factors of rural tourist destination image, the core attraction, environment and atmosphere, accommodation service and facilities and tourist satisfaction have significant positive effects. (3) Core attraction, environment and atmosphere, subsidiary attraction, and so on. Accommodation services and facilities have a significant positive impact on visitors' willingness to recommend; core attractiveness, environment and atmosphere, subsidiary attraction, accommodation services and facilities and tourists' willingness to revisit have significant positive effects; subsidiary attractiveness, Accommodation services and facilities and tourists' willingness to pay at a premium had a significant positive impact. (4) tourist satisfaction had a significant positive impact on the willingness to recommend, retravel, and willingness to pay at a premium. The satisfaction degree plays an intermediary role in the image and behavior intention of the rural tourist destination. (5) the satisfaction degree of the tourists traveling alone is lower than that of the tourists under other travel modes, and the other demographic characteristics are the satisfaction degree of the tourists, the recommendation will, and the revisiting intention. There is no significant difference in willingness to pay at a premium.
【学位授予单位】：浙江大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592;F320;F224

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