地理研究 ›› 2014, Vol. 33 ›› Issue (4): 751-761.doi: 10.11821/dlyj201404014

• 论文 • 上一篇    下一篇

基于结构方程模型的自驾游客满意度研究

史春云1, 孙勇1, 张宏磊2, 刘泽华2, 林杰1   

  1. 1. 江苏师范大学城市与环境学院, 徐州 221116;
    2. 南京大学国土资源与旅游学系, 南京 210023
  • 收稿日期:2013-09-02 修回日期:2014-02-22 出版日期:2014-04-10 发布日期:2014-04-10
  • 作者简介:史春云(1971-),女,江苏常州人,博士,教授,研究方向为旅游地理。E-mail:shichunyun@163.com
  • 基金资助:
    国家自然科学基金项目(41101130,41301134);河南省社科规划项目(2012BJJ001)

Study on the self-drive tourists’ satisfaction based on structural equation model

SHI Chunyun1, SUN Yong1, ZHANG Honglei2, LIU Zehua2, LIN Jie1   

  1. 1. College of Urban and Environmental Sciences, Jiangsu Normal University, Xuzhou, Jiangsu 221009, China;
    2. Department of Land Resources and Tourism Science, Nanjing University, Nanjing 210093, China
  • Received:2013-09-02 Revised:2014-02-22 Online:2014-04-10 Published:2014-04-10

摘要: 随着自驾游的重要性越来越突出,自驾游已成为中国城镇居民节假日出游的主要方式,应当受到旅游研究者的关注。而在游客满意度热点研究中,对自驾游客感知和满意度的研究尚不多见。在中国重大节假日免收小型客车通行费背景下,以大样本问卷调查数据为基础,运用定量统计与建模分析,构建自驾游客感知维度及其对总体满意度影响路径的结构方程模型。基于探索性因子分析发现的自驾游客感知维度,构建四个外生结构变量,应用验证性因子分析和路径分析来检验其对自驾游客总体满意度的影响。研究表明:游客旅行需求、自驾旅行优势对自驾游客总体满意度具有显著影响,其次是目的地的设施与管理,而高速公路对自驾游客总体满意度影响路径的研究假设没有得到支持。对分样本进行的因素恒等性检验揭示,自驾游客感知—满意度模型具有跨样本的稳定性。研究揭示游客选择自驾游方式主要缘于自身需要,追求个体出行的自由和舒适成为自驾游客的主要目标,游客感知与体验应是自驾车旅游系统中的核心要素。

关键词: 自驾游, 总体满意度, 游客感知, 结构方程模型, 因素恒等性检验

Abstract: With the rapid development of drive tourism in many parts of the world, self-drive travel has become a favorite of urban residents in China for their holiday, and thus warrants serious research investigation. Studies on the tourist satisfaction have been one of the foci of tourism research for years, but the self-drive tourists' perception and their overall satisfaction have not been thoroughly addressed. Given the context of free passage to small passenger cars during our major holidays, the self-drive tourists' perception and overall satisfaction theoretical model is constructed through modeling methods based on survey data. The model is based on the assumption that small passenger vehicles are waived highway tolls during major holidays. Four dimensions are found according to exploratory factor analysis of the selfdrive tourists' perception. Then, theoretical model assumes that these four exogenesis latent variables influence the tourists' satisfaction. Confirmatory factor analysis of total sample model suggests that tourists' travel demands, self-drive advantages, destinations facilities and management have significant positive influences on tourists' overall satisfaction. Results show that the drive experience plays a critical role in the drive tourism system, while the correlation between highway availability and overall satisfaction is not supported. Invariance measurement of the calibration sample and validation sample shows that the self-drive tourists' perception and satisfaction theoretical model shows stability and validity between different samples.
Therefore, in light of these findings, we can make several recommendations. First, in order to develop self-drive tourism, we should give some fascinating itineraries. Then, we should reduce the travel expenses for self-drive tourists as much as possible. Free passage to small passenger cars during major holidays will reduce the travel costs effectively and will help to increase the self-drive tourists' overall satisfaction, which will lead to more self-drive trips. Finally, destination managers should improve the quality of related infrastructure facilities and services for self-drive.

Key words: self-drive trip, overall satisfaction, tourists&rsquo, perception, structural equation model, invariance measurement