基于旅游体验的“农家乐”游客重游意愿研究
发布时间：2019-03-19 20:22
【摘要】：近年来,随着城市化进程的加快,城市居民的生活压力也越来越大。摆脱城市的繁杂与喧嚣,去城市周边的农村去休闲度假成了城市居民周末消费的时尚。农家乐也因此进入了迅猛发展时期,全国各地的农家乐景区层出不穷。如何获得较大的市场占有率是各农家乐经营者竞相追逐的目标。培育大量的重游游客,可以大幅度的减少宣传的费用,加快资金的循环利用,于无形之中增加了农家乐的竞争力,对农家乐的成长壮大和乡村旅游的可持续发展具有重要意义。 在这样的背景下,本研究在参阅大量国内外相关文献之后,综合运用旅游学、消费者行为学等相关学科的基础理论,从旅游体验的视角对国外现有模型进行细化和丰富,构建本研究的理论模型,并依此提出研究假设并进行验证。本研究采用问卷调查的方法共搜集到的263份有效问卷,利用SPSS对搜集到的数据进行因子分析、相关分析和回归分析,得出以下结论： (1)农家乐游客的旅游体验包括景观体验、设施体验、服务体验和表演活动体验四个构成要素。同时,农家乐游客的表演活动体验对其感知价值和重游意愿都有显著的正向影响；而农家乐游客的服务体验对感知价值和重游意愿都没有显著的相关关系。此外,数据分析结果还显示农家乐游客的景观体验对感知价值和重游意愿都有显著的影响,而游客的设施体验对其重游意愿有着显著的影响,却与游客的感知价值没有显著的相关关系。 (2)农家乐游客的感知价值和满意度都对其重游意愿有着显著的影响。同时,农家乐游客的感知价值在景观体验和表演活动体验对重游意愿的影响过程中起着一定程度的中介作用。 (3)在农家乐游客的感知价值、满意度和重游意愿这三者之间的关系上面,不仅仅是感知价值和满意度都对重游意愿的直接影响非常显著,并且农家乐游客的感知价值还通过满意度的中介作用影响重游意愿,同时,游客满意度也通过感知价值的中介作用影响这重游意愿。值得注意的是,游客满意度在感知价值和重游意愿之间的中介作用要明显大于感知价值在游客满意度和重游意愿之间的中介作用。
[Abstract]:In recent years, with the acceleration of urbanization, the living pressure of urban residents is increasing. Get rid of the bustle and bustle of the city, go to the countryside around the city and go to leisure and vacation has become the fashion of the weekend consumption of the urban residents. As a result, peasant family music has entered a period of rapid development, all over the country, the rural family music scenic spots emerge one after another. How to obtain a larger market share is the goal of farmers competing for each other. Cultivating a large number of revisiting tourists can greatly reduce the cost of publicity, speed up the recycling of funds, and increase the competitiveness of peasant family music invisibly, which is of great significance to the growth and growth of peasant family music and the sustainable development of rural tourism. In this context, after referring to a large number of relevant domestic and foreign literature, this study comprehensively uses the basic theories of tourism, consumer behavior and other related disciplines to refine and enrich the existing foreign models from the perspective of tourism experience. The theoretical model of this study is constructed, and the hypothesis is put forward and verified. In this study, a total of 263 valid questionnaires were collected by the method of questionnaire survey. The data collected were analyzed by factor analysis, correlation analysis and regression analysis with SPSS. The conclusions are as follows: (1) the tourism experience of rural tourists includes landscape experience, facility experience, service experience and performing activity experience, which are composed of four components: the landscape experience, the facility experience, the service experience and the performance activity experience. At the same time, the performance experience of rural tourists has a significant positive impact on their perceived value and willingness to re-visit, while the service experience of rural tourists has no significant correlation with perceived value and re-visiting intention. In addition, the results of data analysis also show that the landscape experience of rural tourists has a significant impact on perceived value and willingness to re-visit, while the tourists' facility experience has a significant impact on their willingness to re-visit. However, there is no significant correlation between them and the perceived value of tourists. (2) the perceived value and satisfaction of rural tourists have a significant impact on their willingness to re-visit. At the same time, the perceived value of rural tourists plays an intermediary role in the impact of landscape experience and performance experience on revisiting intention. (3) on the relationship among perceived value, satisfaction and revisit intention of rural tourists, not only the perceived value and satisfaction have a significant direct impact on the revisit intention. Moreover, the perceived value of rural tourists also affects the re-visiting intention through the intermediary role of satisfaction, and the satisfaction of tourists also affects the re-visiting intention through the intermediary role of perceived value. It is worth noting that the mediating effect of tourist satisfaction between perceived value and revisiting intention is significantly greater than that of perceived value between tourist satisfaction and revisiting willingness.
【学位授予单位】：湖北大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592.7;F323.4
[Abstract]:In recent years, with the acceleration of urbanization, the living pressure of urban residents is increasing. Get rid of the bustle and bustle of the city, go to the countryside around the city and go to leisure and vacation has become the fashion of the weekend consumption of the urban residents. As a result, peasant family music has entered a period of rapid development, all over the country, the rural family music scenic spots emerge one after another. How to obtain a larger market share is the goal of farmers competing for each other. Cultivating a large number of revisiting tourists can greatly reduce the cost of publicity, speed up the recycling of funds, and increase the competitiveness of peasant family music invisibly, which is of great significance to the growth and growth of peasant family music and the sustainable development of rural tourism. In this context, after referring to a large number of relevant domestic and foreign literature, this study comprehensively uses the basic theories of tourism, consumer behavior and other related disciplines to refine and enrich the existing foreign models from the perspective of tourism experience. The theoretical model of this study is constructed, and the hypothesis is put forward and verified. In this study, a total of 263 valid questionnaires were collected by the method of questionnaire survey. The data collected were analyzed by factor analysis, correlation analysis and regression analysis with SPSS. The conclusions are as follows: (1) the tourism experience of rural tourists includes landscape experience, facility experience, service experience and performing activity experience, which are composed of four components: the landscape experience, the facility experience, the service experience and the performance activity experience. At the same time, the performance experience of rural tourists has a significant positive impact on their perceived value and willingness to re-visit, while the service experience of rural tourists has no significant correlation with perceived value and re-visiting intention. In addition, the results of data analysis also show that the landscape experience of rural tourists has a significant impact on perceived value and willingness to re-visit, while the tourists' facility experience has a significant impact on their willingness to re-visit. However, there is no significant correlation between them and the perceived value of tourists. (2) the perceived value and satisfaction of rural tourists have a significant impact on their willingness to re-visit. At the same time, the perceived value of rural tourists plays an intermediary role in the impact of landscape experience and performance experience on revisiting intention. (3) on the relationship among perceived value, satisfaction and revisit intention of rural tourists, not only the perceived value and satisfaction have a significant direct impact on the revisit intention. Moreover, the perceived value of rural tourists also affects the re-visiting intention through the intermediary role of satisfaction, and the satisfaction of tourists also affects the re-visiting intention through the intermediary role of perceived value. It is worth noting that the mediating effect of tourist satisfaction between perceived value and revisiting intention is significantly greater than that of perceived value between tourist satisfaction and revisiting willingness.
【学位授予单位】：湖北大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592.7;F323.4
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