观光型旅游地游客动机、交往意愿和体验质量之关系——以世界自然遗产地三清山为例

发布时间：2018-11-05 08:35

【摘要】：随着旅游业的发展,旅游情境下的主客交往方式愈发多元和复杂。现阶段旅游地主客交往的研究较多关注当地居民,而从游客视角深入研究旅游动机、主客交往意愿和旅游体验的相互影响机制较少。本文选取世界自然遗产地三清山为案例地,以实地问卷调查数据为基础,从主客交往意愿角度切入,构建了观光型旅游地游客视角的MCE(动机—交往意愿—体验质量)模型,并运用多群组的结构方程模型进行恒等性检验。结果表明:(1)三清山游客的旅游动机可以划分为体验生活、刺激/冒险、放松/逃避和社交/求知4种类型,主客交往意愿则划分为适度交往和密切交往2种维度;(2)体验生活、放松/逃避和社交/求知动机对适度交往意愿存在显著影响,刺激/冒险、放松/逃避动机和社交/求知动机对密切交往意愿存在显著影响;(3)密切交往意愿比适度交往意愿更能影响游客的旅游体验质量;(4)分别对三清山男女样本进行多群组分析,因素恒等性检验显示模型具有跨样本的稳定性。
[Abstract]:With the development of tourism, the way of subject-guest communication is becoming more and more diverse and complex. At present, the study of the subject and guest communication in the tourist destination pays more attention to the local residents, but the tourist motivation is deeply studied from the perspective of the tourist, and the interaction mechanism between the subjective and the guest communication will and the tourism experience is less. This paper selects Sanqing Mountain as a case study, based on the questionnaire survey data, from the perspective of subjective and guest communication intention, constructs the MCE model of tourist perspective of sightseeing tourist destination, which is based on the questionnaire survey data, and constructs the MCE model of tourist perspective of sightseeing tourist destination. The identity test is carried out by using multi-group structural equation model. The results are as follows: (1) tourist motivation of tourists in Sanqing Mountain can be divided into four types: experience life, stimulation / adventure, relaxation / escape and social / knowledge seeking, while subjective and guest communication willingness can be divided into two dimensions: moderate communication and close communication; (2) experience life, relaxation / escape and social / knowledge motivation have significant effects on moderate communication intention, while stimulation / adventure, relaxation / escape motivation and social / knowledge motivation have significant effects on close communication intention; (3) the intention of close communication can affect the quality of tourist experience more than the moderate one. (4) the multi-group analysis of male and female samples in Sanqing Mountain shows that the model has cross-sample stability.
【作者单位】：上海市城市规划设计研究院;南京大学国土资源与旅游学系;南京大学旅游研究所;
【基金】：联合国教科文组织合作项目(4500193250) 国家旅游局重点项目(13TABK007)~~
【分类号】：F592.7

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