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地理研究 >

2016 , Vol. 35 >Issue 2: 390 - 400

DOI: https://doi.org/10.11821/dlyj201602015

研究论文

旅游者服务感知、地方依恋与忠诚度——以厦门为例

  • 贾衍菊 , 1 ,
  • 林德荣 , 2
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  • 1. 山东师范大学商学院,济南 250014
  • 2. 厦门大学管理学院,厦门 361005
林德荣（1965- ）,男,福建厦门人,博士,教授,博士生导师,主要研究方向为旅游市场营销和旅游文化。E-mail:

作者简介：贾衍菊（1981- ）,女,山东泰安人,博士,主要研究方向为旅游者行为和旅游目的地管理。E-mail:

收稿日期: 2015-06-09

  要求修回日期: 2015-10-27

  网络出版日期: 2016-02-20

基金资助

国家社会科学基金项目（11BGL052）

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Tourists' perception of urban service, place attachment and loyal behaviors: A case study of Xiamen

  • JIA Yanju , 1 ,
  • LIN Derong , 2
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  • 1. Business School, Shandong Normal University, Ji'nan 250014, China
  • 2. School of management, Xiamen University, Xiamen 361005, Fujian, China

Received date: 2015-06-09

  Request revised date: 2015-10-27

  Online published: 2016-02-20

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《地理研究》编辑部
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摘要

旅游者忠诚度是近年来旅游学研究领域的热点话题,但以往研究忽视了旅游者情感因素对于个体行为的影响。从自我调节态度理论的视角,综合旅游者服务感知、地方依恋以及忠诚度理论,构建了忠诚度驱动因素模型。选取国内休闲旅游地——厦门进行实证分析,研究发现：① 厦门旅游者服务感知共有“接待服务感知”、“景区服务感知”和“公共服务感知”三个维度;② 公共服务感知对总体满意度的影响效应最大,其次是景区服务感知,而接待服务感知的影响并不显著;③ 总体满意度不仅直接影响忠诚度,且通过地方依恋的中介作用实现;④ 对于地方依恋的两个维度,地方依赖对忠诚度的影响效应更大。该研究结果不仅揭示了“服务感知→总体满意度→地方依恋→旅游者忠诚度”的复杂影响路径,也证实了自我调节态度理论的评价—情感响应—行为响应顺序在目的地管理层面的适用性。因此,要求旅游目的地管理者在实践中必须全面提升目的地服务质量,改善景区服务水平,注重旅游者情感体验管理,培育旅游者对目的地的依恋情感。

关键词： 忠诚度; 旅游者服务感知; 满意度; 地方依恋; 厦门

本文引用格式

贾衍菊 , 林德荣 . 旅游者服务感知、地方依恋与忠诚度——以厦门为例[J]. 地理研究, 2016 , 35(2) : 390 -400 . DOI: 10.11821/dlyj201602015

Abstract

Tourists' loyalty to destinations has been an important topic in the tourism research field recently. However, preivous studies have paid less attention to the influence of the emotional elements on tourists' behaviors. This study employs Bagozzi's self-regulation attitude theory to propose and investigate a new conceptual model to depict the relationship among destination service quality, overall satisfaction, place attachment and destination loyalty. The city of Xiamen is chosen as the study site, which is the famous coastal tourist destination in China. The results are shown as follows: (1) There are three dimensionalitities of tourists' perception of urban service, including hospitality service, attraction service and public service. (2) tourists' perception of public service has the greatest influence on saisfaction, followed by attraction service, while the influence of hospitality service on satisfaction is not significant. Especially, the convience of leisure facilities and information consultation has made greater contribution to the public service. (3) Overall satisfaction is an antecedent of tourist loyalty while partially mediating the effect of place attachment. (4) As for the two dimensions of place attachement, the influence of place dependence has greater infuence on tourists' loyal behaviors. Therefore, this study not only empirically demonstrates the path "tourists' service perception→overall satisfaction→place attachment→loyalty", but also supports the suitability to the destination field of Bagozzi's self-regulation attitude theory with regard to the appraisal, affective and behavior sequence. The findings offer important implications for the destination marketing practice. Destination managers should focus on improving destination service quality thoroughly, administrating the destination attraction effectively, paying more attention to emotion management and cultivating tourists' destination attachment.

Key words： loyalty; tourists' service perception; satisfaction; place attachment; Xiame

1 引言

中国旅游业经过三十余年的发展,形成了一个庞大而且成熟的旅游者群体,旅游目的地管理也从初期关注游客数量逐步转向培养与维持忠诚的游客,尤其是在市场竞争日趋加剧和游客争夺成本不断提高的情况下更是如此。识别和理解旅游者忠诚于特定目的地的内在机制,已经成为旅游者行为和目的地管理领域研究的热点话题[1]。在过去十余里,忠诚度研究引起了国内外学者的广泛关注,出现了一些极具学术价值的理论探讨和实证研究成果[2]。例如,Backman等[3]以品牌忠诚度概念为基础,基于态度—行为二维框架将忠诚度分为真实忠诚、潜在忠诚、虚假忠诚和低忠诚四个类型;Lee等[4]以Oliver的四阶段忠诚模型（认知忠诚—情感忠诚—意动忠诚—行为忠诚）[5]为基础,探讨了旅游者对森林游憩地忠诚度的构成框架。但整体上看,现有的研究多是将品牌忠诚度或顾客忠诚度理论移植到旅游目的地情境中,很少涉及旅游者对目的地服务质量的评价,忽视了旅游者与目的地互动过程中情感的变化对于个体行为的影响,从而无法深刻理解旅游者忠诚度的形成机理。
服务质量感知是驱动旅游者行为意向的关键驱动因素,通过其他中介变量,如感知公平、感知价值[6]、满意度[7]等间接影响忠诚。同时,研究者们也发现,满意不一定带来忠诚,还有一些因素与满意度一起共同决定了忠诚度的形成。实际上,旅游者现场接受服务的各个环节作用于旅游者心理使其产生一系列情感反应。这种情感反应有正面的（如愉悦、兴奋等）,也有负面的（如失望、恐惧等）,不同的情感会激发旅游者采取不同的行为,因此有必要从旅游者的情感层面揭示服务质量对忠诚度的影响机制。国外学者已经尝试从地方依恋入手,探究地方依恋对忠诚度的影响机理。在地理和环境研究领域中,地方依恋理论较好地吻合了旅游作为一种追求新奇和愉悦满足的活动特质,同时也为人们认识游客与旅游目的地空间的情感关系提供了有效的理论工具。现有研究表明,个体与目的地的情感联结可以影响其对目的地的满意度和忠诚度[8]。但是地方依恋是否以及如何在目的地服务质量与忠诚度的关系中发挥作用是值得研究的焦点问题。因此,借鉴国外现有成果,在国内目的地情境下开展旅游者服务感知、地方依恋以及忠诚度之间的关系研究,将是一项有意义的尝试。
Zeithaml提出,服务感知是消费者接受服务后对其感受的服务绩效的评价[9]。Konecnik等认为目的地服务感知是旅游者对某一目的地产品、服务及体验的整体评价[10]。回顾已有关于旅游目的地的相关文献,发现大量关于目的地形象的研究中都或多或少地包含了对目的地服务感知的测量[11],而对于目的地服务感知的专门性研究并不多。其中很重要的原因在于概念难以量化。相对于只关注于某一企业或产品的评价,在目的地情境下探讨旅游者服务感知会面临诸多挑战,因为旅游目的地是一个包含多个服务提供方的混合系统。尽管如此,部分学者还是做了积极的尝试。Cai等认为游客对目的地服务的感知主要源于服务过程中的各个接触点,如购物、休闲、餐饮、住宿、交通及旅行服务[12]。Murphy等进一步提出,除了这些服务接触点之外,游客对目的地宏观环境方面的感知也会直接影响旅行质量,包括自然环境、政治、技术、文化、社会等因素[13]。Chen等的研究表明,目的地服务感知可以从吸引物、接待服务、交通、舒适性四方面进行分析[14],该框架加强了对旅游目的地综合吸引力的理解。
地方依恋是地理和环境研究领域描述人与地方情感联结的重要概念。段义孚认为,外在环境“不仅仅是人类的物质来源或者要适应的自然力量,也是人类安全和快乐的源泉、寄予深厚情感和爱的所在”,并将这种“人与场所或环境之间的情感联结”称为“恋地情结”[15],这个概念尤其强调“人的主体性经验,而非冷酷无情的空间科学逻辑”。随着研究的深入,环境心理学者Willams等进一步提出“地方依恋”（或“场所依赖”）的概念,认为人在特定场所进行活动会产生对该空间环境的依赖,这种心理过程独立于客观环境本身[16]。地方依恋能够影响个体与群体的行为。现有研究表明,在户外游憩地情境下,具有强烈地方依恋感的旅游者更倾向于对目的地倾注时间、精力、金钱等资源,出现重复购买、传播正向口碑、积极参与目的地的环境保护等行为[17]。
满意度是探讨忠诚度前因变量实证研究模型中不可或缺的变量,Oliver将其界定为“顾客通过对某种产品或服务的可感知效果与他/她的期望相比较后所形成的一种愉悦或失望的感觉状态”[18]。目的地满意度有属性满意度与总体满意度之分。属性满意的测量主要涉及企业或目的地管理者可以控制的那些要素,如酒店、旅行社、交通设施等;而总体满意度还包括那些企业或目的地管理者难以控制的要素,如旅游者与当地居民的交往、气候、突发事件等。但整体上来看,在以整个目的地作为考察旅游者忠诚的背景时,总体满意度被多数国内外研究学者所关注[19]。
综合现有成果发现,目前对于旅游者服务感知、地方依恋、满意度和忠诚度的影响研究仍然比较匮乏。特别是旅游者服务感知各个维度对其他变量维度的影响程度如何还鲜有探讨。在本文中,旅游者服务感知和地方依恋都属于多维度概念。关于地方依恋的维度研究已经趋于成熟,Willlams等提出的两个基本维度——地方依赖和与地方认同被广泛使用,地方依赖是一种物质层面的依恋,是指某一地方提供特定设施或服务为游客实现目标的程度。地方认同是一种精神层面的依恋,地方被认为是“自我展示和认同的关键要素”[16]。鉴于旅游者服务感知的维度分析还非常欠缺,本文将根据调查数据进行探索性分析。

2 研究区概况与研究方法

2.1 研究区概况

厦门是中国东南沿海的重要中心城市,现代化国际性港口及风景旅游城市,具有优越的海滨环境和休闲文化氛围。近年来,厦门已经发展成为国内滨海旅游的热点城市。旅游接待人次从2005年的1712.88万人次增长至2014年的5337.86万人次,旅游总收入从230.93亿元增长到722.09亿元,旅游业发展速度居于全国前列。而且游客对厦门的满意度评价较高。自2010年开展全国游客满意度调查以来,厦门的全国游客满意度指数一直处于“满意”水平,且排名始终处于全国前十位。因此,对厦门旅游者行为进行研究具有较强的代表性和典型性。

2.2 变量测量

本文采用问卷调查方式获取数据。问卷中所有变量的测量题项主要参考已有的成熟量表,并结合目的地的具体情境进行了适当修改。旅游者服务感知主要借鉴Chen等的研究[14,20],共有13个题项;地方依恋测量参考Williams等的研究[16],包括8个题项;总体满意度测量借鉴Ramkissoon等的研究[21,22],共有3个题项;关于旅游者忠诚度的测量,借鉴大多数学者的做法[19],用“重游意向”和“推荐意愿”两个题项来衡量。以上计量项目均采用Likert 5级量表来衡量被调研者的不同态度,以“完全不同意至完全同意”分别由低到高赋1分~5分。问卷内容由变量测量题项、旅游者人口统计学特征及旅游特征3部分构成。

2.3 数据收集与数据分析方法

调查人员于2014年4-7月期间,针对环岛路、鼓浪屿、观音山、曾厝庵等厦门内主要景区（点）到访旅游者进行随机调查。采用现场调查回收问卷的形式,累计发放问卷500份,回收整理后获得有效问卷428份,有效率为85.6%。
为保证量表能够反映旅游者服务感知的结构,首先对前100份问卷采用探索性因子分析法对旅游者服务感知的测量题项进行降维,构建理论模型;使用后328份问卷数据对旅游者服务感知、地方依恋、满意度、忠诚度4个变量之间的影响关系进行结构方程模型（structural equation modeling,SEM）分析。

2.4 探索性因子分析

根据Hair等[23]的研究,以特征值大于1作为截取因子的标准并参照碎石图来确定因子,对于因子负荷较低（低于0.5）、交差负荷较高（高于0.4）的因子给予删除直至获得清晰稳健的因子结构。数据分析结果显示KMO值为0.783,大于0.7,Bartlett的球形度检验近似卡方值为336.856（df=78,Sig.=0.000）,表明问卷数据相关性较好,适合做因子分析。“公共交通便捷”所在公因子只有这一个题项,予以删除,再次进行因子分析得出旅游者服务感知3个因子的结构,累计方差贡献率为57.714%（表1）。根据题项含义,分别将其命名为接待服务感知、景区服务感知和公共服务感知。其中,接待服务感知是指游客对目的地住宿、餐饮服务与价格的评价;景区服务感知是游客对景区门票、游览服务、餐饮服务、卫生状况的评价;公共服务感知是指游客对目的地交通、卫生及信息咨询服务的评价。
Tab. 1 Results of exploratory factor analysis

表1 探索性因子分析结果

因子/题项 因子负荷 公因子
方差		 均值
因子1 因子2 因子3
因子1：接待服务感知
A1:住宿价格合理 0.692 0.584 3.70
A2:酒店服务良好 0.726 0.599 3.72
A3:餐饮价格合理 0.762 0.630 3.55
A4:餐饮服务良好 0.818 0.712 3.65
因子2：景区服务感知
B1:景区美食服务良好 0.632 0.462 4.22
B2:景区游览服务良好 0.555 0.387 4.31
B3:景区门票合理 0.788 0.635 4.14
B4:景区卫生环境良好 0.711 0.580 3.86
因子3：公共服务感知
C1:外部交通便捷 0.840 0.707 4.08
C2:休憩设施方便 0.737 0.625 4.04
C3:公共卫生良好 0.675 0.586 4.04
C4:信息咨询方便 0.540 0.417 3.84
特征值 4.233 1.423 1.270
旋转方差载入（%） 35.273 11.859 10.582
旋转方差累计载入（%） 35.273 47.132 57.714

注：此表只列出0.50以上的因子负荷系数。

2.5 模型构建

情感的认知评价理论（cognitive appraisal theory of emotions）的代表Lazarus认为情感是人与环境相互作用的产物,在情感活动中,人不仅接受环境中的刺激事件对自身的影响,同时要调节自身对于刺激的响应[24]。在此基础上,Bagozzi引入自我调节过程,即评价—情感响应—应对响应,提出了自我调节态度理论（self-regulation of attitude theory）,认为评价促成情感并影响个体的行为或行为意向,表现为评价、情感应对与行为应对的发生过程[25]。因此,以自我调节态度理论为基础,将服务感知作为游客对目的地的评价变量,将总体满意度和地方依恋作为旅游者的情感响应变量,忠诚度则是旅游者的应对行为（或行为意向）,构建以游客服务感知、地方依恋、满意度为驱动因素的旅游者忠诚度模型（图1）。通过上述因子分析结果深入分析旅游者服务感知各要素对其他变量的影响,提出以下假设：
H1a-H1c：接待服务感知、景区服务感知以及公共服务感知分别对总体满意度存在显著的正向影响。
H2：总体满意度对地方依赖存在显著的正向影响。
H3：总体满意度对地方认同存在显著的正向影响。
H4a-H4b：地方依赖和地方认同分别对旅游者忠诚度存在显著的正向影响。
H5：总体满意度对旅游者忠诚度存在显著的正向影响。
Fig. 1 Research model

图1 研究模型

3 结果分析

3.1 测量模型

结构方程模型分析分为两个步骤,测量模型和结构模型[26]。测量模型反映潜在变量与观测变量之间的关系,结构模型表示潜在变量之间的关系[27]。采用AMOS 21.0软件中的极大似然程序对测量模型进行验证性因子分析,考察各个变量的信度和效度,为检验结构方程模型建立基础。
3.1.1 测量模型拟合优度检验 测量模型的拟合参数：χ2 =552.954,df=254,χ2/df=2.177,拟合优度指数（GFI）为0.915,比较拟合指数（CFI）为0.916,简效规范拟合指数（IFI）为0.917,都达到了大于0.9的标准,近似均方根残差（RMSEA）为0.060（小于0.08）。虽然规范拟合指数（NFI）,Tucker-Lewis指数（TLI）未达到标准,但介于0.8~0.9之间,表示模型拟合度可以接受[28]。总体来说,测量模型具有较好的整体拟合优度。
3.1.2 信度、效度检验 信度是描述变量测量题项之间的内部一致性。运用SPSS软件对测量指标进行信度分析,结果显示,测量总量表的克朗巴哈α值为0.907,模型中各个基本维度的克朗巴哈α值在0.543~0.881之间（表2）,均大于0.5的标准[29],说明问卷测量可信。
Tab. 2 Results of reliability and validity analysis

表2 信度和效度分析结果

变量 测量题项 标准化因子负荷 t值 平均变异抽取量 组合信度 克朗巴哈α值
接待服务感知 A1: 住宿价格
A2: 酒店服务
A3: 餐饮价格
A4: 餐饮服务		 0.678
0.718
0.769
0.796		 -
11.496
11.395
11.411		 0.550 0.830 0.838
景区服务感知 B1: 景区美食服务
B2: 景区游览服务
B3: 景区门票
B4: 景区卫生环境		 0.696
0.658
0.722
0.723		 -
8.819
8.419
7.985		 0.490 0.794 0.737
公共服务感知 C1: 外部交通
C2: 休憩设施
C3: 公共卫生
C4: 信息咨询		 0.674
0.727
0.652
0.809		 -
8.965
8.347
8.185		 0.516 0.808 0.734
总体满意度 D1: 我认为此次旅游所花费的时间和精力是值得的
D2: 我认为来这里旅游是正确的选择
D3: 总体而言,我对此次旅游经历很满意
0.825
0.895

0.814
-
18.702

16.738		 0.715 0.882 0.881
地方依赖 E1: 我喜欢厦门的休闲环境胜过其他旅游地
E2: 厦门的休闲旅游设施比其他旅游地更能满足我的要求
E3: 厦门给我的休闲旅游体验,其他旅游地无法替代
E4：厦门是最适合我休闲旅游的城市		 0.670

0.792

0.639

0.736		 -

5.137

9.830

9.403		 0.507 0.803 0.543
地方认同 F1: 我很认同厦门的生活方式
F2: 我觉得自己是厦门的一部分
F3: 厦门对我来讲很特别
F4: 我非常留恋厦门		 0.624
0.687
0.814
0.843		 -
10.161
11.237
11.364		 0.559 0.833 0.833
忠诚度 G1：我很有可能未来一段时间再来厦门
G2：我很有可能将厦门推荐给其他朋友		 0.798

0.880		 -

13.670		 0.706 0.827 0.819
效度主要通过收敛效度和判别效度来评价。收敛效度是指测量同一变量的不同题项之间的相关性[30]。收敛效度的判断标准为因子负荷超过0.5,并且P值显著,组合信度（composite reliability,CR）大于0.6,平均变异抽取量（average variance extracted,AVE）大于0.5,AVE值越大,观测变量对潜变量的解释程度越高[23]。由表2可知,各个题项在各自计量变量上的因子负荷值在0.624~0.895之间,对应的t值在5.137~18.702之间,组合信度在0.794~0.882之间。除“景区服务感知”这一项的平均变异抽取量略低于标准外,其余变量均符合要求,表明变量具有良好的收敛效度。判别效度是指不同变量测量之间的可区分性[31]。Fornell等给出了一种较为严格的判断方法：变量的平均变异抽取量的平方根要大于其与其他变量的相关系数,判别效度就可满足[32]。由表3可知,各个变量的相关系数在0.242~0.562之间,且每个变量的平均变异抽取量平方根均大于其与其他变量的相关系数,表明变量之间具有较好的判别效度。总体而言,测量模型具有良好的效度。
Tab. 3 Discriminant validity and the correlations of varaiables

表3 判别效度与变量相关系数

变量 均值 标准差 接待服
务感知		 景区服务感知 公共服
务感知		 总体满
意度		 地方
依赖		 地方
认同		 目的地
忠诚度
接待服务感知 3.678 0.683 0.742
景区服务感知 4.157 0.597 0.505** 0.700
公共服务感知 4.062 0.571 0.485** 0.435** 0.718
总体满意度 4.331 0.629 0.388** 0.378** 0.420** 0.846
地方依赖 3.757 0.724 0.369** 0.317** 0.562** 0.492** 0.712
地方认同 3.643 0.751 0.392** 0.361** 0.512** 0.502** 0.542** 0.748
忠诚度 4.245 0.744 0.242** 0.320** 0.426** 0.550** 0.444** 0.480** 0.840

注：表格对角线上的加粗数字为对应变量的平均变异抽取量平方根,非对角线数字为变量间相关系数,“**”表示P<0.01.

3.2 结构模型

3.2.1 结构模型拟合优度检验 采用极大似然程序对最终结构关系模型进行参数估计,从而判断结构模型中初始假设关系是否成立。结构模型的χ2=699.929,df=264,χ2/df=2.651,GFI、CFI、NFI、TLI都介于0.8~0.9之间,RMSEA为0.071,表明理论模型具有良好的整体拟合优度。
3.2.2 假设检验 最终理论模型分析结果与各个系数的标准化估计值如图2所示。除H1a外,其余研究假设均得到验证。复合相关系数（SMC=R2）表明旅游者服务感知的影响效应能解释满意度42.0%（SMC=0.420）的变异,服务质量感知和总体满意度的影响效应能够解释地方依赖0.580%（SMC=0.580）的变异,两者能够解释地方认同44.40%（SMC=0.444）的变异,对于旅游者忠诚度52.4%（SMC=0.524）的变异能够被地方依赖、地方认同和总体满意度所解释。
Fig. 2 Parameter estimation of the model

图2 模型参数估计

3.2.3 模型结果分析 模型结果表明,旅游者公共服务感知对其满意度有显著的正向影响,且影响效应最大。公共服务感知每增加一个单位,旅游者的满意度会提升0.408个单位。这是因为在案例地厦门,自由行游客占绝大比例。本次调研中,自由行游客占到了86.6%。相比于传统的团队游客,自由行游客对便捷的旅游交通、及时准确的信息咨询、舒适优美的旅游环境等服务最为关注,而这些服务已经超越了传统的旅游行业管理范畴,涉及到目的地整体的公共管理与服务水平。“旅游公共服务”在游客服务感知维度中的这种突显作用反映了当前国内游客散客化、成熟化、自由化的发展趋势。其中,“C2休憩设施”和“C4信息咨询”的影响程度较大,因子负荷值为0.73、0.78,说明休憩设施和信息咨询服务的方便性是旅游者关注的重点。因此,为旅游者提供高效、便捷的休憩和信息服务将有利于提高旅游者满意度。
景区服务感知的影响效应次之,并对总体满意度有显著的正向影响。景区服务感知每增加一个单位,旅游者的满意度会提升0.226个单位。作为目的地的核心吸引物,旅游者对景区服务感知水平的高低对其满意度评价产生直接影响。景区服务除了游览服务、卫生服务和美食服务外,还包括旅游者对价格合理性的评价,因此景区服务感知反映了游客对景区服务性价比的关注。其中,“B3景区门票”和“B4景区卫生服务”的影响程度较大,因子负荷值为0.72和0.73,表明门票价格和卫生环境是旅游者景区服务需求的核心元素。因此,目的地景区相关部门应当制定合理的收费价格,并加强景区内外的保洁工作。
接待服务感知对总体满意度的影响效果并不显著（P=0.215>0.05）,表明接待服务水平的改善,并不一定会使旅游者的满意度显著提高,这与以往研究结果有所不同。究其原因,可能是由于近年来旅游者已经趋于成熟,更加注重旅游过程中的个性化、特色化体验,而对传统的吃、住等基础性服务的关注度降低。特别是像厦门这样的海滨休闲旅游地,旅游者尤其看重的是深入城市每一个角落感受其独特文化的过程,导致接待服务对总体满意度的影响削弱。
旅游者对目的地总体满意度不仅直接影响其忠诚度,直接影响效应为0.413,而且通过地方依恋的两个维度间接影响忠诚度,间接影响效应为0.284,总效应为0.697,表明地方依恋在旅游者满意度和忠诚度的关系中起到了中介作用。也就是说,满意度可以直接导致忠诚度的产生,也可以经过地方依恋的中介作用对忠诚度施加影响。本文认为,满意度、地方依恋和忠诚度的这种结构关系反映了休闲时代旅游者重视情感体验的旅游诉求。经过三十多年的持续发展,中国旅游者的需求已经从传统的观光转向休闲、度假,旅游逐渐成为人们追求快乐和幸福的一种方式,个人的情感经历在其忠诚行为中发挥着显著作用。可以说,某一旅游目的地真正深入人心的力量源自于旅游者情感的投入,这是一种超越利益驱使的力量,它能促使旅游者愿意通过多次前往或向他人推荐维持这种“亲近”关系。而且就地方依恋变量而言,地方依赖维度的影响效应更大,说明地方依赖在地方依恋的影响作用中具有更为重要的作用。所以,为了增强旅游者的忠诚度,目的地管理者需要强队旅游者的地方依恋情感,并充分考虑地方依赖的重要性。

4 结论与讨论

以国内海滨休闲旅游地——厦门为例,以Bagozzi[25]提出的自我调节态度理论为基础,构建了旅游者忠诚度驱动因素模型,揭示出旅游者服务感知、总体满意度和地方依恋对忠诚度的影响机制。主要结论如下：
（1）通过探索性因子分析,接待服务感知、景区服务感知和公共服务感知三个因子构成了旅游者目的地服务感知的维度,且通过模型检验,这为理解旅游者服务感知作为满意度的前因变量提供了实证依据。其中景区服务感知和公共服务感知总体均值较高,这是因为,近年来厦门旅游业发展迅速,旅游景区和公共服务建设投入加大,满足了大量自由行游客“深度旅游”甚至“慢游”需求。相比而言,旅游者对接待服务的评价较低,说明当地在住宿、餐饮方面的价格和服务质量还有待于提高。这是很多目的地在旅游业快速发展过程中普遍存在的问题,因此,当地管理部门应在以后的一定时期内,着重提升旅游者在住宿、餐饮等基本利益诉求方面的服务质量水平。
（2）旅游者满意度是评价一个旅游目的地竞争力的重要指标[33]。结构方程模型结果显示景区服务感知和公共服务感知均直接影响满意度。旅游者满意的主要原因在于目的地所提供的各种旅游便利条件和舒适设施,如交通、信息、休憩等服务方便快捷,旅游时间和线路安排更加自由。自助行游客需求更好的满足是让其满意的核心因素。其次是景区服务的性价比带来的满意度影响,提供合理性价比的旅游产品既是检验旅游目的地服务水平的标尺,也是给旅游者带来满意的显著因素。因此,旅游目的地管理者应该注重提高目的地公共管理设施和管理水平,着重围绕景区服务、公共服务等环节全面提升目的地服务质量,赢得持续竞争优势。
（3）地方依恋直接影响忠诚度,而且在旅游者满意度和忠诚度的影响关系起到中介作用。这表明,通过感知目的地各个层面的服务,旅游者产生满意情感并进而促使地方依恋的形成,外在的行为表现便是多次造访目的地或口碑推荐。因此,旅游者忠诚行为的产生是正面情感累积的结果,旅游者的情感变化和相应管理需要引起目的地相关部门的关注,并有意识地培育旅游者的依恋情感。这种情感具有较高的稳定性和持久性。一旦形成,旅游者会表现出对这个空间的眷顾,并伴随多次重游行为的发生,成为目的地最为忠诚的客源市场。进一步表明,相比于地方认同,地方依赖对旅游者忠诚行为的影响更大,这暗示旅游地管理者需要重视旅游者地方依恋的重要性,且有效管理旅游者地方依赖情感的激发要素。
综上所述,研究结果不仅揭示了“旅游者服务感知→总体满意度→地方依恋→忠诚度”的复杂影响路径,也证实了自我调节态度理论的评价—情感响应—行为响应顺序在目的地管理层面的适用性。但研究还存在一些不足之处：首先,本文将旅游者忠诚做为“行为响应”的重要变量,并不全面,今后应该尝试分析其他行为变量,如亲环境行为、消费行为等,以拓展研究的广度和深度。其次,采用横断设计,而且所有变量的计量均采用旅游者自我报告的形式,可能在一定程度上造成数据的同源误差。今后有必要通过长期的跟踪调查,对影响旅游者忠诚度的驱动因素进行更为深刻的研究。最后,当前学术界还缺乏目的地层面旅游者服务感知的成熟量表,本文借鉴相关研究成果并根据目的地情境特征进行修改,建议学术界在今后的研究中对量表进行修订与检验。

The authors have declared that no competing interests exist.

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Cai L A, Woods R H.China's tourism service failure. Cornell Hotel and Restaurant Administration Quarterly, 1993, 34(4): 30-39.When China opened its doors to the outside world in 1978, it encouraged international tourism. The government strongly encourages all such tourists to travel with guides, whose ability to provide excellent service is key to a successful tour. After an initial burst of foreign travellers in the early 1980s, the growth rate in tourist traffic gradually levelled off through the decade, even before...

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[13]
Murphy P, Pritchard M P, Smith B.The destination product and its impact on traveller perceptions. Tourism Management, 2000, 21(1): 43-52.The growing interest in destination competitiveness has focused attention on the definition and description of a destination product, and how the tourist perceives this complex amalgam of elements and experiences. This paper reviews the literature and identifies two sub-components of a destination product, then proceeds to examine their significance as perceived by tourists. Testing of the conceptional model is undertaken using secondary data relating to visits to a premier Canadian destination, with respect to its visitors鈥 perceptions of quality, value and intent to return. The results reveal that all seven hypotheses are supported, although the strength of general environmental elements and quality seem more significant than other elements in this one test. Certain managerial and research issues are raised as a result of the analysis.

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[14]
Chen C F, Tsai D C.How destination image and evaluative factors affect behavioral intentions?. Tourism Management, 2007, 28(4): 1115-1122.lt;h2 class="secHeading" id="section_abstract">Abstract</h2><p id="">Differing from the previous studies, this study proposed a more integrated tourist behavior model by including destination image and perceived value into the &ldquo;quality&ndash;satisfaction&ndash;behavioral intentions&rdquo; paradigm. The structural relationships between all variables with respect to different stages of tourist behaviors were investigated in the study. The results show that destination image have both direct and indirect effects on behavioral intentions. In addition, the path &ldquo;destination image&rarr;trip quality&rarr;perceived value&rarr;satisfaction&rarr;behavioral intentions&rdquo; appears evident in this study.</p>

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[15]
Tuan Y F.Topophilia: A Study of Environmental Perception, Attitudes and Values. Englewood Cliffs NJ: Prentice-Hall, 1974.

[16]
Williams D R, Patterson M E, Roggenbuck J W, et al.Beyond the commodity metaphor: Examining emotional and symbolic attachment to place. Leisure Sciences, 1992, 14(1): 29-46.In contrast to the dominant multiattribute commodity view of outdoor recreation settings, wilderness users are described as having emotional and symbolic ties to the setting that are manifested as attachment to the site and the wilderness concept. Data from four wilderness areas show stronger place and wilderness attachment to be associated with previous visits, rural residence, a setting (as opposed to activity or group) focus, visiting alone and on weekdays, hunting in the area, and sensitivity to site impacts and horse encounters. Place attachment is also associated with a lack of nonwilderness substitutes and lower income and education. Wilderness attachment is associated with membership in wilderness and conservation organizations, visits to more wilderness areas, a preference for longer visits, participation in nature study, and sensitivity to sight and sound intrusions and hiker encounters. The importance of understanding emotional and symbolic values of natural resources is discussed in relation to managing recreation user conflicts and public involvement in wildland resource planning.

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[17]
Kely G, Graefe A, Manning R.Testing the dimensionality of place attachment in recreational settings. Environment and Behavior, 2005, 37(2): 153-177.The N(1) m is an evoked magnetic field in auditory cortex that is automatically elicited by tones in silence but not in the context of multiple other tones: when listeners are unaware of a tone stream because of informational masking, no N(1) m-like activity is observed. In contrast, N(1) m-like activity is evoked when listeners are aware of the regular tone stream in the same context but in another trial. Here we compared this awareness-related negativity (ARN) with the automatic N(1) m. First, we evaluated whether stimulus lateralization by ear or interaural time differences modulates hemispheric lateralization of the response, as a putative marker of sensory processing. Second, we evaluated the stimulus-independent hemispheric balance thought to indicate higher level cortical processing. The results dissociate three, partly overlapping, time intervals: the P(1) m (45-85 ms) was evoked by missed and detected target tones alike. Subsequent negative activity was only observed when listeners indicated awareness of the target stream inside the multi-tone masker. In the N(1) m time interval (75-175 ms), hemispheric balance of the ARN and N(1) m was modulated by stimulus lateralization. In the subsequent time interval (175-275 ms), auditory-cortex activity was generally right-lateralized in silence and balanced under informational masking, but was not modulated by stimulus lateralization. These results suggest that the same auditory-cortex activity that varies with perceptual awareness also shows sensory response features. This is in accordance with models for visual perception, suggesting that sensory competition determines whether midlevel visual responses occur automatically or vary with perceptual state.

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[18]
Oliver R L.A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 1980, 17(4): 460-469.A model is proposed which expresses consumer satisfaction as a function of expectation and expectancy disconfirmation. Satisfaction, in turn, is believed to influence attitude change and purchase intention. Results from a two-stage field study support the scheme for consumers and nonconsumers of a flu inoculation.

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[19]
沈雪瑞, 李天元. 国内外旅游目的地忠诚的文献回顾及研究展望. 北京第二外国语学院学报, 2013, 34(1): 18-28.在过去的10年中，目的地忠诚逐渐成为国际上旅游学者和业界人士的一个热点话题，近期，国内 相应成果也开始涌现。然而，在目的地情境中尝试探索旅游者忠诚的规律性知识仍然面临着诸多挑战。本文从目的地忠诚的概念和测量指标、影响因素、不同时间范 围中重游意向的特点以及实证研究所关注的样本人群和目的地类型几个方面，对国内外相关文献及其主要结论进行回顾，同时提出了今后研究中的几点展望。

DOI

[Shen Xuerui, Li Tianyuan.A review of research progress on destination loyalty and its prospects for future. Journal Beijing International Studies University, 2013, 34(1): 18-28.]

[20]
Buhalis D.Marketing the competitive destination of the future. Tourism Management, 2000, 21(1): 97-116.Destination marketing is increasingly becoming extremely competitive worldwide. This paper explains the destination concept and attempts to synthesise several models for strategic marketing and management of destinations. It provides an overview of several techniques widely used and illustrates examples from around the world. The paper also explains that marketing of destinations should balance the strategic objectives of all stakeholders as well the sustainability of local resources. Destinations need to differentiate their products and develop partnerships between the public and private sector locally in order to co-ordinate delivery. Taking advantage of new technologies and the Internet also enables destinations to enhance their competitiveness by increasing their visibility, reducing costs and enhancing local co-operation. Destination marketing must lead to the optimisation of tourism impacts and the achievement of the strategic objectives for all stakeholders.

DOI

[21]
Ramkissoon H, Graham Smith L D, Weiler B. Testing the dimensionality of place attachment and its relationships with place satisfaction and pro-environmental behaviors: A structural equation modeling approach. Tourism Management, 2013, 36(2): 552-566.

[22]
Yoon Y, Uysal M.An examination of the effects of motivation and satisfaction on destination loyalty: A structural model. Tourism Management, 2005, 26(1): 45-56.This study offers an integrated approach to understanding tourist motivation and attempts to extend the theoretical and empirical evidence on the causal relationships among the push and pull motivations, satisfaction, and destination loyalty. The research model investigates the relevant relationships among the constructs by using a structural equation modeling approach. Consequently, destination managers should establish a higher tourist satisfaction level to create positive post-purchase tourist behavior, in order to improve and sustain destination competitiveness.

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[23]
Hair J F, Black W C, Babin B J, et al.Multivariate Data Analysis. 7th ed. New Jersey: Pearson Prentice Hall, 2010.

[24]
Lasarus R S.Emotion and Adaptation. New York: Oxford Press, 1991.APA PsycNET Our Apologies! - The following features are not available with your current Browserconfiguration. - alerts user that their session is about to expire - mobile authentication/registrationpopup - display, print, save, export, and email selected records - get My List count

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[25]
Bagozzi R P.The self-regulation of attitudes, intentions and behavior. Social Psychology Quarterly, 1992, 55(2): 178-204.ABSTRACT We argue that attitudes and subjective norms are not sufficient determinants of intentions and that intentions are not a sufficient impetus for action, as maintained by leading theories of attitude. To deepen attitude theory, we address the role of cognitive and emotional self-regulatory mechanisms. The attitude-intention link is hypothesized to depend on conative processes and on certain coping responses directed at the emotional significance of evaluative appraisals. The subjective norm-intention relationship is hypothesized to be governed by certain cognitive activities inherent in perspective taking and by positive and negative emotional reactions associated with appraisals of the deviation and conformance of both the self and others to expectations concerning the shared social meaning of a focal act. Finally, the intention-behavior relationship, particularly for goal-directed behaviors, is posited to be conditioned on decision making with respect to the means needed to achieve a goal; with respect to implementation processes related to planning, monitoring, and guidance and control of instrumental acts; and with respect to motivational processs associated with commitment, effort, and affect toward the means.

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[26]
Anderson J C, Gerbing D W.Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletion, 1988, 103(3): 411-423.In this article, we provide guidance for substantive researchers on the use of structural equation modeling in practice for theory testing and development. We present a comprehensive, two-step modeling approach that employs a series of nested models and sequential chi-square difference tests. We discuss the comparative advantages of this approach over a one-step approach. Considerations in specification, assessment of fit, and respecification of measurement models using confirmatory factor analysis are reviewed. As background to the two-step approach, the distinction between exploratory and confirmatory analysis, the distinction between complementary approaches for theory testing versus predictive application, and some developments in estimation methods also are discussed.

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[27]
吴明隆. 结构方程模型: AMOS 的操作与应用. 重庆: 重庆大学出版社, 2009.本书前半部分介绍结构方程模型(SEM)的概念与Amos Graphics窗口界面的基本操作；后半部分以各种实例介绍Amos Graphics在各种SEM模型中的应用。

[Wu Minglong.Structural Equation Model: Operation and Application of AMOS. Chongqing: Chongqing University Press, 2009.]

[28]
钱佳, 汪德根, 牛玉. 城市居民使用市内公共自行车的满意度影响因素分析. 地理研究, 2014, 33(2): 358-371.城市公共自行车因其零排放、灵活性强和可达性高等优点，成为城市公交和地铁之间转换和衔接的重要市内交通工具，也是短距离出行的重要交通方式。基于探索性因子分析，构建了影响使用公共自行车满意度的结构方程假设模型，并以苏州公共自行车为研究对象，通过验证性因子分析，实证研究城市居民使用公共自行车满意度的影响因素。结果显示：①灵活便捷、设计布局、舒适环保和安全是居民使用公共自行车满意度的关键因素，经济成本和运营服务是重要因素。②灵活便捷对满意度影响程度最大，其影响路径系数为0.40，其次为设计布局和舒适环保，路径系数分别为0.39和0.36，安全、经济成本和运营服务影响程度相对较小。③灵活便捷、设计布局、舒适环保、安全和运营服务与满意度表现为正相关，而经济成本与满意度表现为负相关。最后，提出了完善城市公共自行车建设和发展的相关对策，以期为提高公共自行车利用率，真正实现节能环保绿色出行的目标。

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[Qian Jia, Wang Degen, Niu Yu.Analysis of the infuencing factors of urban residients to use urban public bikes. Geographical Research, 2014, 33(2): 358-371.]

[29]
Nunally J. Psychometric Theory. New York: McGrawHill, 1978.

[30]
O'Leary Kelly SW, Vokurka R J. The empirical assessment of construct validity. Journal of Operations Management, 1998, 16(4): 387-405.This paper provides an in-depth review of the different methods available for assessing the construct validity of measures used in empirical research. Construct validity pertains to the degree to which the measure of a construct sufficiently measures the intended concept (e.g., is free of measurement error) and has been shown to be a necessary component of the research process. In order to illustrate the steps required to establish construct validity, we drew upon empirical research in the operations management area of manufacturing flexibility.

DOI

[31]
Lattin J M, Carroll J D, Green P E. Analyzing Multivariate Data.Beijing: China Machine Press, 2005.

[32]
Fornell C, Larcker D F.Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of Marketing Research, 1981, 18(3): 382-388.Several issues relating to goodness of fit in structural equations are examined. The convergence and differentiation criteria, as applied by Bagozzi, are shown not to stand up under mathematical or statistical analysis. The authors argue that the choice of interpretative statistic must be based on the research objective. They demonstrate that when this is done the Fornell-Larcker testing system is internally consistent and that it conforms to the rules of correspondence for relating data to abstract variables.

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[33]
王兆峰. 张家界旅游城市游客公共交通感知、满意度与行为. 地理研究, 2014, 33(5): 978-987.良好的旅游公共交通是游客在目的地区域开展旅游活动的重要基础，而游客对公共交通的感知会对游客目的地满意度和行为意图构成影响。以典型旅游城市张家界市为案例区，利用因子分析、多元回归分析等方法，分析了张家界游客公共交通感知维度及其表现，以及公共交通感知维度对游客目的地整体满意度和行为意图的影响。研究发现，张家界游客旅游公共交通感知维度共有&ldquo;便捷性&rdquo;、&ldquo;费用和安全性&rdquo;和&ldquo;美观和科学性&rdquo;三个维度，这些维度对游客目的地满意度和行为意图只产生较弱影响。其中，&ldquo;便捷性&rdquo;对整体公共交通满意度和重游意愿的影响较强，对游客目的地满意度的影响较弱；&ldquo;美观和科学性&rdquo;对游客目的地满意度不产生显著影响；&ldquo;费用和安全性&rdquo;也对游客目的地满意度的影响较弱。

DOI

[Wang Zhaofeng.Tourists' perception of urban public tranport, satisfaction and behavioral intention in Zhangjiajie city, China. Geographical Research, 2014, 33(5): 978-987.]

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