游客乡愁对乡村旅游满意度与忠诚度的影响研究

发布时间：2018-08-28 18:51

【摘要】：不论是西方还是中国,经济的发展往往伴随着人口的集聚。30年来,乡村人口大量向城市聚集,造成城市游憩空间紧缺,乡村旅游也因此愈加流行。乡村的衰落与破败,城市的压力与喧嚣,城乡矛盾的激化引发了人们对于乡村治理的深刻反思。在这一轮反思潮中,“乡愁”的主体从文化视角转移到大众视角,无数次唤起中国人民的柔软情感,成为一个被反复研究的议题。“乡愁”情感的爆发是中国改革发展必然会经历的阶段。从19世纪的社会领域到20世纪的人居环境领域,西方人文复兴经历了“人性”回归、人与社会、人与环境的和谐关系等阶段。如今的中国,也迎来了乡村“复兴”的人文关怀。本研究从都市旅游者的“乡愁”情感角度切入,以乡村旅游为主要研究载体,将游客“乡愁”定义为在进城这一身份转换过程中由人们对乡村的“居民依恋”转化而成的某种“游客依恋”情感。在前人的研究中,游客的情感会影响他们的旅游满意度。本研究探析了在乡村旅游中,游客的“乡愁”对满意度和忠诚度的影响。本文遵循实证研究的基本范式,全文结构为:绪论:介绍了论文的研究背景、理论意义和实践意义,章节划分及各章节的主要内容、可能的创新点和技术路线图。第一章:为文献综述,系统梳理了国内外乡村旅游动机与体验,旅游中的“乡愁”研究,以及游客情感与满意度、忠诚度之间的相互关系等领域的研究进展。第二章:从政治、新闻媒体、学术研究三个角度阐述了“乡愁”的本质内涵;分析了“乡愁”构成要素,乡村旅游与“乡愁”的互动关系。第三章:基于消费动机理论、期望确认理论、认知-情感-行为意愿理论、消费者购买决策理论等相关理论构建了研究模型,提出了研究假设。第四章:包括研究变量和量表设计,问卷设计、前测、修正、和正式调查过程。第五章:基于对问卷样本数据的处理,对结构模型进行了信度效度评估、量表因子分析、模型修正与假设检验结果分析。第六章:根据模型和假设验证结果,进行了结论的总结梳理,并提出了一些管理启示,总结了研究的不足之处和未来展望。通过上述分析研究,获得如下结论:(1)游客在乡村旅游消费行为全过程上表现出积极、良性的传递特征;(2)乡村旅游游客乡愁、游客感知、游客忠诚均是由双维度构成的结构变量;(3)游客的正面乡愁情感在乡村旅游中对游客满意度与忠诚度的影响作用比游客的负面乡愁更加显著。上述研究丰富了一般的乡村旅游满意度与忠诚度的研究成果,启发了乡村旅游目的地的发展建设思路,具有一定的理论和现实意义。基于以上结论,本文还提出了以下建议:(1)科学规划城乡分区,营造特色乡村空间;(2)注重情感体验设计,唤醒游客正面“乡愁”;(3)转变产业评价标准,回归乡村旅游本质。总之,未来的乡村旅游发展需要借助乡愁的理念,关注社会不同时空的人性情感,关注人与社会、人与自然的生态关系;恢复乡村风景、提升乡村价值、传承文乡村化、修正民风民俗。将乡村塑造成村民、游客、漂泊在外的怀乡族存放“乡愁”的精神家园;为人民群众的乡愁留住多样化的时空记忆,进而实现“记得住乡愁”的城镇人文复兴。
[Abstract]:Whether in the West or China, economic development is often accompanied by population agglomeration. Over the past 30 years, a large number of rural people have gathered in cities, resulting in the shortage of urban recreational space, and rural tourism has become increasingly popular. In this wave of reflection, the subject of nostalgia has shifted from the cultural perspective to the public perspective, arousing the soft feelings of the Chinese people numerous times and becoming a subject of repeated study. The western humanistic Renaissance has gone through the stages of the return of human nature, the harmonious relationship between human beings and society, and the harmonious relationship between human beings and the environment.Nowadays, China has also ushered in the humanistic care of the rural renaissance.This study starts from the "nostalgia" emotion of urban tourists, takes rural tourism as the main research carrier, and defines the "nostalgia" of tourists as "entering the city". In previous studies, tourists'emotions can affect their satisfaction with tourism. This study explores the impact of tourists' Nostalgia on satisfaction and loyalty in rural tourism. This paper follows empirical research. The basic paradigm and the full text structure are as follows: Introduction: Introducing the research background, theoretical and practical significance of the paper, the main contents of the chapters, possible innovations and technological roadmap. Chapter 2: Explain the essential connotation of "nostalgia" from three perspectives of politics, news media and academic research; analyze the elements of "nostalgia" and the interaction between rural tourism and "nostalgia". Chapter 3: Based on consumption motivation theory, expectancy confirmation theory, cognition. Chapter 4: including research variables and scale design, questionnaire design, pre-test, revision, and formal investigation process. Chapter 5: Based on the processing of questionnaire sample data, the reliability and validity of the structural model were evaluated. Chapter 6: According to the results of the model and hypothesis validation, this paper summarizes the conclusions, puts forward some management inspirations, summarizes the deficiencies and future prospects of the study. Through the above analysis, the following conclusions are drawn: (1) The whole process of tourists'consumption behavior in rural tourism It shows positive and benign transmission characteristics; (2) rural tourism tourists'nostalgia, tourists' perception and tourists'loyalty are structural variables composed of two dimensions; (3) tourists' positive nostalgia affect tourists'satisfaction and loyalty more significantly in rural tourism than tourists' negative nostalgia. Based on the above conclusions, this paper also puts forward the following suggestions: (1) planning urban and rural areas scientifically to create characteristic rural space; (2) paying attention to emotional experience design, awakening tourists positive "nostalgia"; (3) In short, the future development of rural tourism needs to draw support from the concept of nostalgia, pay attention to the human feelings of different social time and space, pay attention to the ecological relationship between people and society, people and nature; restore rural landscape, enhance rural value, inherit rural culture, and amend folk customs. The people, tourists and homesick people who wander abroad store their "nostalgia" spiritual homeland, and retain a variety of time and space memories for the people's nostalgia, thus realizing the "remembering homesickness" of the urban renaissance.
【学位授予单位】：中南财经政法大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F592;F323

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