基于结构方程模型的内地游客赴港旅游满意的影响因素研究

发布时间：2018-07-29 11:51

【摘要】：在现代旅游业发展情境下,作为旅游消费者行为研究领域核心概念的“游客满意”研究已经成为旅游学术界以及旅游企业政策制定经营管理者研究的重中之重。事实上,游客满意的研究结论通常能为旅游目的地了解游客的旅游消费偏好及自身提供产品及服务的优势和不足,最终为制定科学合理的市场营销策略提供有价值的参考信息,而这也是旅游学术界和旅游业界对此不断进行深入研究的现实出发点。因此,如何更加全面有效地评估游客满意,找出影响游客满意的因素及其影响机制成为学界和业界不断探索的重要问题。现阶段,在体验时代背景下,旅游者越来越青睐于在旅游过程中寻求一种难忘的经历,对旅游体验的需求也越来越高。对内地出境旅游而言,其对旅游体验的重视程度更高。他们不仅要去感受异域风光,更想要体验当地风土人情与文化习俗,他们愿意付费去体验的是能给他们带来愉快而难忘的旅游经历。而赴港旅游已经成为我国内地居民出境旅游最突出的亮点。近年来,随着内地居民生活水平的提高、闲暇时间的增多以及两地之间经贸文化等往来日益频繁,内地已经成为香港旅游的第一大旅游客源市场。现有对内地赴港游客满意研究已广泛存在于香港旅游服务的各部门,如酒店、航空、邮轮等,但对赴港旅游整体满意的研究却很少。因此,考察包括内地赴港游客的旅游体验在内的影响游客满意的因素及其相互作用机制,以进一步实现香港旅游满足游客需求变化的健康可持续发展具有重要意义。本研究从认知和情感两方面对游客满意的内涵进行阐述,认为游客满意不仅仅是游客感知旅游目的地的过程,更是一种情感体验过程,游客对整场旅游行程满意程度不仅会受到出发前旅游期望及旅游途中感知服务质量的影响,更多的还会受到游客旅游过程中旅游体验的影响。因此,本文在期望——实绩模型的基础上,引入了游客体验这一重要概念,建立了一个包含游客期望、服务质量、游客体验及游客满意的研究理论模型,以内地赴港旅游游客为研究对象,在焦点小组讨论和问卷调查的基础上,对变量进行测量,并运用结构方程模型的实证研究方法,探究了模型中各变量之间的关系,验证了本文所提研究假设,并得出如下结论:(1)服务质量和游客体验都是游客满意的重要决定因素;(2)游客体验可以分为购物体验、旅游活动及设施体验、学习体验和自我实现体验四个维度;(3)游客期望对服务质量存在强烈的直接正向影响,而对游客体验的各个维度都存在负向影响,其中对学习体验和自我实现体验的直接负向影响显著;(4)服务质量显著正向影响游客体验各维度及游客满意,且服务质量还通过游客体验对游客满意产生间接影响,其中购物体验、学习体验和自我实现体验三个维度在服务质量间接影响游客满意中发挥显著的中介效应;(5)游客体验各维度对游客满意的影响方向和程度不一,四个维度中只有自我实现体验直接正向显著影响游客满意。最后,文章根据研究发现,得出了相应的实践管理启示。
[Abstract]:In the context of modern tourism development, the study of "tourist satisfaction", which is the core concept of tourism consumer behavior, has become the most important part of the study of tourism academia and the policy makers of tourism enterprises. In fact, the research conclusions of tourists' satisfaction are usually able to understand tourist consumption for tourist destinations. Preference and its own advantages and disadvantages of providing products and services, and ultimately providing valuable reference information for making a scientific and reasonable marketing strategy, which is also a realistic starting point for the tourism academia and the tourism industry to carry out in-depth research on this. Therefore, how to more fully and effectively evaluate the satisfaction of tourists and to find out the influence of the tourists is full. The factors of meaning and its influence mechanism have become an important issue in the academic and industry fields. At the present stage, in the background of experience times, tourists are more and more interested in seeking an unforgettable experience in the course of tourism, and the demand for tourism experience is becoming higher and higher. We not only want to feel the exotic scenery, but also want to experience local customs and cultural customs. They are willing to pay to experience a pleasant and memorable experience. Tourism in Hong Kong has become the highlight of the outbound tourism in the mainland of China. In recent years, with the improvement of the living standards of the mainland residents, the leisure time has come to a good time. With the increasing number of time and frequent exchanges between the two places, the mainland has become the largest tourist market for tourism in Hongkong. The current research on the satisfaction of tourists to the mainland has widely existed in various departments of tourism services in Hongkong, such as hotels, airlines, cruise ships and so on, but there are few studies on the overall satisfaction of travel to Hong Kong. It is of great significance to investigate the factors affecting tourists' satisfaction and their interaction mechanism, including the tourist experience of the mainland visitors to Hongkong, so as to further realize the healthy and sustainable development of tourist demand for tourists. This study expounds the intension of tourists' full meaning from two aspects of cognition and emotion, and thinks that the satisfaction of tourists is not satisfactory. Only the process of tourists' perception of tourist destinations is a process of emotional experience. The satisfaction of tourists to the whole tour is not only influenced by the expectation of the travel and the quality of the service on the way, but also influenced by the tourist experience during the tourist process. Therefore, this article is expected to be a real performance model. On the basis of the introduction of the important concept of tourist experience, a theoretical model which includes tourist expectation, service quality, tourist experience and tourist satisfaction is set up. On the basis of the focus group discussion and questionnaire survey, the variables are measured on the basis of the focus group discussion and questionnaire survey, and the empirical analysis of the structural equation model is used. Research methods, explore the relationship among the variables in the model, verify the hypothesis proposed in this paper, and draw the following conclusions: (1) service quality and tourist experience are important determinants of tourist satisfaction; (2) tourist experience can be divided into shopping experience, tourism activities and facilities experience, learning experience and self realization experience of four dimensions; (3) The tourists' expectation has a strong direct and direct influence on the quality of service, but there is a negative impact on all dimensions of the tourist experience, and the direct negative impact on the learning experience and self realization experience is significant. (4) the quality of service has a significant positive impact on the tourist experience of all dimensions and tourist satisfaction, and the quality of service is also traveling through the tourist experience. Customer satisfaction has an indirect effect, in which three dimensions of shopping experience, learning experience and self realization experience play a significant intermediary effect in the indirect impact of service quality on tourist satisfaction. (5) the direction and degree of the impact of tourist experience on tourist satisfaction is different, and only the self realization experience is directly positive and significant in the four dimensions. Finally, according to the research findings, the article draws the corresponding enlightenment from practice management.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F592.7

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