服务公平性、消费情感与旅游者忠诚关系——以乡村旅游者为例

doi:10.11821/yj2011030007

摘要/Abstract

摘要： 旅游者忠诚是旅游地理学研究的重要内容,是旅游地在激烈的市场竞争中立于不败之地的关键。根据"认知—情感—行为"理论,构建服务公平性、消费情感与旅游者忠诚关系的结构方程(SEM)模型,以长沙市乡村旅游者为研究对象,探求服务公平性、消费情感与旅游者忠诚之间的关系。研究发现:(1)服务公平性是消费情感、旅游者满意的直接前因变量,对正面消费情感、旅游者满意具有显著直接正向影响,对负面消费情感具有显著直接负向影响;(2)服务公平性通过消费情感、旅游者满意两个中介变量对旅游者忠诚产生间接影响; (3)正面消费情感对负面消费情感有显著负向影响;(4)正面消费情感对旅游者满意、口碑宣传具有显著直接正向影响,负面消费情感对寻找替代旅游地具有显著直接正向影响;(5)旅游者满意是旅游者忠诚最重要、最直接的前因变量,对重游倾向、口碑宣传维度具有显著直接正向影响,对寻找替代旅游地维度具有显著直接负向影响;(6)旅游者忠诚的重游倾向与口碑宣传维度之间存在递进关系。

关键词: 服务公平性, 消费情感, 旅游者满意, 旅游者忠诚, 中介作用

Abstract: Tourist loyalty is an important content of tourism geography and the key of fierce market competition between destinations. Based on the cognition-emotion-behavior theory, this paper constructs an integrative SEM model, and takes rural tourists as the study object to explore the relationships between service fairness, consumption emotions and tourist loyalty. The results are obtained as follows. Firstly, service fairness is the direct antecedent variable, and has a direct positive effect on positive emotion and tourist satisfaction, but a direct negative effect on negative consumption emotion. Secondly, service fairness has an indirect impact on tourist through consumption emotions and satisfaction mediators. Thirdly, positive emotion has a significant negative effect on negative emotion. Fourthly, positive emotion has a significant direct positive effect on tourist satisfaction and word-of-mouth and negative emotion to search for alternatives. Fifthly, tourist satisfaction is the most important and directive antecedent variable of tourist loyalty. Sixthly, there is a progressive relationship between intention to revisit and word-of-mouth of tourist loyalty that has a direct positive effect on intention to revisit and word-of-mouth, but a direct negative effect on search for alternatives. Discussion and implications are provided based on the research results.

Key words: service fairness, consumption emotion, tourist satisfaction, tourist loyalty, mediated effect

粟路军, 黄福才. 服务公平性、消费情感与旅游者忠诚关系——以乡村旅游者为例[J]. 地理研究, 2011, 30(3): 463-476.

SU Lu-jun, HUANG Fu-cai. A study on the relationships of service fairness, consumption emotions and tourist loyalty: A case study of rural tourists[J]. GEOGRAPHICAL RESEARCH, 2011, 30(3): 463-476.

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