休闲农业中绿色酒店的社交媒体参与度、正向口碑与顾客忠诚之间的关系

发布时间：2021-12-02 00:18

　　近年来,我国经济快速增长,人们的休闲体验需求不断提高,休闲农业旅游作为一种重要的旅游形式,发展迅速。近20年来,以“农家乐”旅游模式为代表的乡村旅游供给明显增加。据中国国家旅游局统计显示,自1980年以来,中国已建成2万多个旅游景点,其中一半以上位于中国广大农村地区,全国31个省和地区共有359个国家级乡村旅游代表点,覆盖多种农业产业。全国乡村旅游景区年接待游客3亿多人次,实现旅游收入400亿元。每年劳动节（5月1日）、国庆节（10月1日）和春节（农历新年）的“黄金周”期间,全国70%的城市人口选择进行乡村旅游,每个黄金周可接待6000万游客。休闲农业旅游和乡村旅游似乎是保存乡村遗产的重要手段,但农业和旅游业之间的相互关系比较敏感,旅游业通常会忽视掉休闲农业这一新的旅游形式。在进行休闲农业旅游时,游客相对来说更喜欢宿于宁静祥和、远离尘嚣的地方。旅游业发展的效益日益显现,农业旅游业发展的意义日益得到认识。在互联网日益发展的今天,网络渠道的兴起对旅游业及其市场也产生了深远的影响。受环境的影响,忠诚度是暂时性的,消费者猜测企业在每笔交易中都会出价更高,因此酒店之间的过度竞争不会带来顾客忠诚。... 

【文章来源】：中国矿业大学江苏省 211工程院校 教育部直属院校

【文章页数】：104 页

【学位级别】：硕士

【文章目录】：
致谢
Abstract
摘要
1 Introduction
    1.1 Background
    1.2 Research Contents and Ideas
    1.3 Research Significance
    1.4 Research Methods
    1.5 Research Technical Road-map
2 Literature Review
    2.1 Review of customer loyalty
        Customer loyalty Significance
    2.2 Review of Social Media Engagement and customer loyalty
        2.2.1 Significant of social media engagement and customer loyalty
        2.2.2 Chinese Social media
    2.3 Review of Agritourism and green hotels
        2.3.1 Agritourism
        2.3.2 Green Hotels
    2.4 Review of Positive E-WOM
        Significant of E-WOM
3 Theoretical Model and Research Hypothesis
    3.1 Definition of Variables and Research Dimensions
        3.1.1 Social media engagement
        3.1.2 Customer loyalty
        3.1.3 Positive E-WOM
    3.2 Established Theoretical Model
    3.3 Research Hypothesis
        3.3.1 Social media engagement and customer loyalty
        3.3.2 Social media engagement and positive E-WOM
        3.3.3 Positive E-WOM and customer loyalty
        3.3.4 The mediating role of Positive E-WOM
    3.4 Summary of Research Hypotheses
    3.5 Summary
4 Measurement Scale Development
    4.1 Social Media Engagement Measurement
    4.2 Customer Loyalty Measurement
    4.3 Positive E-WOM Measurement
    4.4 Research Subject Selection
    4.5 Summary
5 Empirical Analysis
    5.1 Descriptive Statistical Analysis
        5.1.1 Basic Information Analysis
        5.1.2 Descriptive analysis of study variables
        5.1.3 Descriptive analysis of Study Variables items
    5.2 Measurement Model
        5.2.1 Convergent Validity
        5.2.2 Average Variance Extracted(AVE)
        5.2.3 Discriminate Validity Fornell-Larcker Criterion
    5.3 Structural Model Analysis
        5.3.1 Path Coefficient– Hypotheses Test
        5.3.2 Coefficient of determination R2
        5.3.3 Effect size f2
        5.3.4 Predictive Relevance Q2
        5.3.5 Goodness of fit GoF
    5.4 Mediation Explanatory variable
        5.4.1 Bootstrap the Indirect effect(Total effect)
        5.4.2 Bootstrapped Confidence Interval(Lower and upper level)
    5.5 Summary
6 Improvement Proposals for the social media engagement and customer loyalty in the green hotel based on agritourism
    6.1Show Emotional Things
    6.2 Highlight the Practical Significance
    6.3 Highlight the Advantage
7 Conclusion& Results
    7.1 Research Conclusion&Innovations
        7.1.1 Analysis conclusion
        7.1.2 Innovation of the paper
    7.2 Research Prospects
        7.2.1 Implications
        7.2.2 Limitations and further research
References
Appendix 1
Appendix 2
Resume of Author
学位论文数据集Dissertation Data Set



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