赴台大陆游客忠诚度前置因素影响研究

发布时间：2018-03-29 03:05

本文选题：地方文化认同　切入点：游客涉入度　出处：《天津大学》2014年硕士论文

【摘要】：自2008年大陆与台湾当局开放游客双向交流限制以来,大陆与台湾游客激增,其中大陆游客赴台旅游已成为新的旅游热潮,这也给台湾当地带来了巨大的经济与社会效益。在庞大的陆客人群中,文化倾向的旅游者占主导地位,可见,文化在游客构建目的地形象与游客忠诚过程中起了重要作用。然而国内旅游管理领域尚未实证考察过地方文化认同对目的地形象和游客忠诚的影响关系,且未考察过游客涉入度和地方文化认同的相关关系。本文创造性地提出地方文化认同概念,构建了基于地方文化认同、游客涉入度和目的地形象三因素假设关系的理论模型,并将此三因素作为游客忠诚的前因。本研究以塑造台湾旅游目的地形象为例,修订了地方文化认同量表,对大陆游客赴台的567个有效样本进行分析,在验证信度和效度之后,得到以下结论：首先,游客涉入度是地方文化认同的重要前因,游客在旅游目的地深层次的涉入获得满意的旅游体验,有助于构建心理上的文化认同。其次,游客涉入度和地方文化认同均对目的地形象产生积极作用,良好的旅游体验与文化上的认同感归属感,有助于游客构建积极的目的地形象。再次,目的地形象正向引导游客忠诚,积极的目的地形象有助于游客在未来产生游览行为时再次选择该目的地并产生向他人推荐的倾向。最后,本文证明了游客涉入度和地方文化认同与游客忠诚无直接关系,这与以往研究相反,这也是具有理论创新性的。
[Abstract]:Since 2008, with the Taiwan authorities to open two-way exchange restrictions visitors since the mainland and Taiwan tourists surge, which the mainland tourists to Taiwan tourism has become a new tourism boom, which has also brought huge economic and social benefits to the local Taiwan. In the huge crowd of mainland tourists, the tendency of the tourist dominant, visible that cultural construction plays an important role in destination image and tourist loyalty in the process of tourists. However the field of domestic tourism management has not yet visited the local cultural identity empirical effects of loyalty to the destination image and tourist relationship, and did not study correlation between tourist involvement and local cultural identity. This paper creatively put forward the concept of local cultural identity the construction of local cultural identity, based on the tourist involvement and destination image theory of three factor model assumptions, and the three factors of tourist loyalty as before Because in this research. In order to shape the tourism destination image of Taiwan as an example, the revised local cultural identity questionnaire, 567 valid samples of mainland tourists to Taiwan were analyzed, after verification of reliability and validity, obtained the following conclusions: firstly, tourist involvement is an important antecedent of local cultural identity, tourists get deep involvement in the tourism destination with tourism experience, contribute to the construction of psychological cultural identity. Secondly, tourist involvement and local cultural identity of the destination image has a positive effect, tourism experience and cultural identity of the good sense of belonging, to help visitors build positive destination image. Thirdly, to the terrain like positive tourist loyalty, positive destination image helps tourists in the future to visit again when the destination choice behavior and have a tendency to recommend to others. Finally, this paper proves that the tour There is no direct relationship between visitor involvement and local cultural identity and tourist loyalty. Contrary to previous studies, this is also a theoretical innovation.

【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592.7

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