求新动机对游客重游意愿的调节作用研究——以西塘古镇为例

发布时间：2019-01-04 19:23

【摘要】：以西塘古镇为案例地,利用问卷调查所获取的数据,通过层次回归分析的方法,探讨了重游意愿的形成机制以及不同求新动机水平下旅游者重游意愿的差异。结果表明:1满意度和地方依恋对短期、中期和长期重游意愿均有显著影响,求新动机仅对长期重游意愿有显著影响,而目的地形象对重游意愿的影响未达显著水平。2求新动机对目的地形象与短期、中期和长期重游意愿的关系存在正向调节作用,不同求新动机水平下,目的地形象对重游意愿的影响程度不同。即随着求新动机增强,目的地形象对重游意愿的作用得到加强。3求新动机对满意度与短期、中期和长期重游意愿的关系存在负向调节作用,不同求新动机水平下,满意度对重游意愿的影响程度不同。即随着求新动机增强,满意度对重游意愿的作用削弱。4求新动机对地方依恋与重游意愿的关系不存在显著调节作用。
[Abstract]:Taking the ancient town of Xitang as a case, using the data obtained by questionnaire, this paper discusses the formation mechanism of revisiting intention and the differences of tourists' revisiting intention under different levels of motivation through the method of hierarchical regression analysis. The results showed that: 1 satisfaction and local attachment had significant effects on short-term, medium- and long-term revisiting intention, while novelty motivation only had significant influence on long-term revisiting intention. However, the influence of destination image on revisiting intention was not significant. 2 the relationship between destination image and short-term, medium- and long-term revisiting intention was positively regulated by novelty motivation. The influence of destination image on revisiting intention is different. That is, with the increase of motivation for novelty, the effect of destination image on revisiting intention is strengthened. 3 the relationship between satisfaction and short-term, medium-term and long-term revisiting intention is negatively regulated by destination image. The degree of satisfaction has different influence on revisiting intention. That is, with the increase of motivation for novelty, the effect of satisfaction on revisiting intention was weakened. 4 the relationship between local attachment and revisiting intention was not significantly regulated by novelty motivation.
【作者单位】：南京大学国土资源与旅游学系;
【基金】：国家自然科学基金(41271161)资助~~
【分类号】：F592.7

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