环城游憩体验价值与游客满意度及行为意向的关系研究
|
摘要
随着体验经济时代的到来,消费者更重视购买和消费产品或服务过程中所获得的、符合自己心理需要和情趣偏好的特定感受——体验,体验价值成为理解消费者非常重要的内容。旅游业因其体验的本质走在体验经济的前列,在即将到来的休闲时代,休闲游憩成为全球经济发展的重要推动力。随着我国休假制度的实施和人们消费观念的转变,环城游憩迅速发展,在国内旅游中占据日益重要的地位,但环城游憩开发中普遍存在着产品同质化、缺少名牌精品、价格竞争激烈、游客满意度不高及投资效益低等问题。环城游憩地如何在迅猛涌现的同类产品中脱颖而出、获得竞争优势?通过提升体验价值实现提高游客满意度、增强游后行为意向,进而实现游客忠诚并赢得企业利益,不失为获得环城游憩地竞争优势的一个有价值的途径。环城游憩体验价值结构体系如何构成?体验价值与游客满意度、行为意向之间存在怎样的作用机制?不同的环城游憩消费类型在游客体验价值上有无差异?哪些消费类型的体验价值较高?这些问题都成为指导实践应用迫切需要解决的理论问题。作为体验经济的典型代表性行业,旅游体验价值与游客满意度、行为意向的关系研究也对其他体验产业具有极大的借鉴价值。
先前研究中对顾客价值探讨较多,但对由顾客价值演进而来的体验价值的一系列基础性研究工作还未成熟,目前尚无统一的体验价值测量量表；对于体验价值与游客满意度及行为意向之间的关系,学者们的观点也不一致。体验价值是直接影响行为意向?还是必须通过游客满意度才能影响?不同体验价值维度的影响路径是否一致?体验价值内部是否有层次作用关系?这些问题还有待通过实证分析进行探讨。
鉴于此,本研究以环城游憩为研究对象,通过梳理体验价值、游客满意度、行为意向及环城游憩研究文献,在构建环城游憩体验价值结构体系的基础上,尝试将期望价值理论、顾客满意理论、需要层次理论及认知评价理论相融合,构建“旅游体验价值—满意度—行为意向”模型(TEVSB),并提出体验价值内部的层次作用关系,通过实证研究揭示体验价值、游客满意度及行为意向的作用机制,推进体验价值理论研究,为旅游开发管理决策提供理论指导。此外,研究还将探讨不同环城游憩消费类型的体验价值差异,为环城游憩的进一步发展探寻方向。
本研究首先回顾了体验价值、游客满意度、行为意向、环城游憩及其相关关系的研究进展,对其研究贡献及研究局限进行了评述。依据期望价值理论、顾客满意理论、需要层次理论及认知评价理论,对体验价值与游客满意度及行为意向之间的关系进行了剖析。在此基础上,提出了四个主要研究内容：
1、构建环城游憩体验价值结构体系
在文献分析基础上结合访谈内容全面提炼环城游憩体验价值测量指标,针对环城游憩游客进行体验价值问卷调查,对数据进行信度检验及探索性因子分析,最后依据数据分析结果确定量表并构建环城游憩体验价值结构体系。
2、探寻体验价值内部的层次作用关系
在体验价值结构体系构建的基础上,依据理论分析,提出在体验价值对游客满意度及行为意向影响过程中体验价值内部的层次作用关系,并通过结构方程模型进行验证。
3、研究体验价值与游客满意度及行为意向之间的作用机制
在理论研究基础上,构建体验价值、游客满意度及行为意向之间作用关系的结构方程模型。通过问卷调查获取数据,进行信度效度检验、结构方程适配检验及中介效应检验,探寻体验价值各维度与游客满意度及行为意向之间的影响关系,揭示各变量之间的作用机制,提炼“旅游体验价值—满意度—行为意向”模型(TEVSB)。
4、探寻不同环城游憩消费类型的体验价值差异
基于问卷调查,对相关体验价值维度进行聚类分析,归纳体验价值水平类型,进一步分析不同体验价值水平在各消费类型上的分布特征,找出体验价值较高的消费类型,对比现阶段环城游憩行为特征,提出环城游憩进一步发展的方向。
针对上述研究内容,本文综合运用了文献阅读归纳法、相关理论融合法、问卷调查法、因子分析法、结构方程模型及聚类分析法。在理论分析的基础上,先后进行了两个阶段的问卷调查：第一阶段针对武汉环城游憩游客进行体验价值问卷调查,获取138份有效问卷；第二阶段针对全国范围内有环城游憩经历的群体进行体验价值、游客满意度及行为意向关系的问卷调查,获取455份有效问卷。经过实证研究,主要得出以下四个方面的研究结论：
1、环城游憩体验价值结构体系由两大类五维度构成
具体为：体验价值分为功利类体验价值和情绪类体验价值两大类,其中,功利类体验价值包含功能价值与经济价值两个维度,情绪类体验价值包含情境价值、情感价值及认知价值三个维度,五个维度共包括22个指标。
2、体验价值内部具有层次作用关系
基于需要层次理论和认知评价理论,以作者研究构建的环城游憩体验价值结构体系为基础,在研究体验价值与游客满意度及行为意向关系的假设模型中,尝试提出功利类体验价值对情绪类体验价值具有直接的正向影响并得到验证。
3、体验价值与游客满意度及行为意向之间具有嵌套作用机制
研究揭示了环城游憩体验价值对游客满意度及行为意向的作用机制,提炼了“旅游体验价值—满意度—行为意向”模型(TEVSB)。作用机制体现为：(1)功利类体验价值直接正向影响情绪类体验价值,情绪类体验价值承担着功利类体验价值对游客满意度和行为意向影响的中介作用。(2)体验价值各维度与游客满意度的作用关系为：情感价值、情境价值对游客满意度具有直接正向影响；经济价值对游客满意度既有直接影响又有间接影响；功能价值通过情境价值和情感价值对游客满意度产生间接影响；认知价值对游客满意度没有影响。五维度中情感价值对游客满意度的影响最强烈。(3)游客满意度与行为意向的作用关系为：游客满意度直接正向影响行为意向。(4)体验价值各维度与行为意向的作用关系为：认知价值直接正向影响行为意向；功能价值、经济价值、情境价值、情感价值在前述对游客满意度影响路径基础上必须经过游客满意度对行为意向产生间接影响。
4、悠闲舒适休闲度假方式是高体验价值的体现
研究通过聚类分析发现将体验价值感知水平具有“高感知型”、“平淡型”及“低感知型”三种类型,这三种类型在出游时间、停留时间及人均消费三项消费类型上的分布特征为：在停留时间上,高感知型主要体现在停留2-3天的群体,低感知型主要体现在停留1天的群体,呈现出在一定时间范围内停留时间越长体验价值越高的趋势；在个人消费上,高感知型主要体现在人均每次消费301-500元的群体,低感知型主要体现在人均消费200元以下的群体,呈现出在一定费用范围内花费越高体验价值越高的趋势；在出游时间上,黄金周高感知型分布比例较低,寒暑假和年休假高感知型分布比例相对较高。研究结论显示悠闲舒适的休闲度假比走马观花式的游览方式更能够让游客感受到较高的体验价值。
本研究的创新之处在于：第一、在构建体验价值结构体系上,以环城游憩为研究对象,兼取体验价值“二分法”和“多维分法”两者之长,既全面把握体验价值内容,又使体验价值属性特征明晰,不论在研究领域还是研究体系上都扩展了现有的体验价值理论。第二、提出并验证了体验价值内部固有的层次作用关系。这一观点的论证凸现了情绪类体验价值的重要地位,情绪类体验价值不仅自身强烈影响着游客满意度和行为意向,而且传递着功利类体验价值对游客满意度及行为意向的影响。体验价值的层次作用关系理论也为管理实践带来新的启示。第三、构建并验证了“旅游体验价值—满意度—行为意向”模型(TEVSB),深入揭示了环城游憩体验价值与游客满意度及行为意向之间的作用机制。为旅游管理开发者有针对性的提升体验价值来实现游客满意及游客忠诚提供了理论指导。第四、得出悠闲舒适的休闲度假产品具有高体验价值体现。这一结论的科学明确提出为环城游憩的进一步发展指出了方向。
本研究的理论意义在于拓展了体验价值的测量体系研究,提出并验证了体验价值内部的层次作用关系,推进了体验价值、游客满意度及行为意向关系的理论研究,并从管理学视角丰富了环城游憩理论。同时对于旅游地实施科学开发管理,更有效的实现游客满意度和忠诚度的提升、进而赢取企业利润具有重要的实践指导意义。
With the experiential economy era, consumers are more interested in "Experience"-a particular one line with their own psychological needs and taste preferences obtained in the process of purchase; the experiential value has become a very important part for consumer value understanding. For tourism, it has been always walking in the forefront of the experiential economy because of its marking quality of experience; at the same time leisure and recreation are major force of global economic development in the coming age of leisure. With implementation of holiday system and the change of consuming attitudes, a new way for holiday-"Recreation around Metropolis (RAM)" is developing fast and plays an increasingly important role in domestic tourism. However, there are some problems such as product homogeneity, lack of brand building, intense price competition, poor consumer satisfaction, low investment benefit and so on which make us can't help wondering "how to become one of the best while having similar products and obtain the competitive edge?" Considering this question, we may find a new perspective for study on how to obtain competitive advantage of recreational area around metropolitan. That is through enhancing the value of experience, improving satisfaction, enhancing behavioral intentions after the trip, and then improving tourist's loyalty and winning the benefit for the enterprise. What does the frame system of experiential value of RAM look like? How does the mechanism among experiential value, tourist loyalty and behavioral intention act? Are there any differences in experiential value among kinds of consumptions in RAM? Which kind of consumption is with higher-value experience? All of these issues are waiting to solve which are helpful for practical application. As a typical industry of experiential economy, the study on the relationship among experiential value, tourists' satisfaction and behavioral intention in tourism industry has great reference value for other experiential industries.
By reviewing the former studies, we may find that they cared more about customer value. However, since a series of basic researches on experiential value evolving from customer value are not yet mature, there has not been a uniform measurement system for experiential value; what's more, for the relationship among customers'value, satisfaction and behavioral intention, different experts hold different views. Whether the experiential value of RAM has a direct impact on behavioral intentions? Or the impaction has to act through visitor satisfaction? Whether different dimensions of experiential value of RAM share the same impaction path? These issues need to be explored through empirical analysis. Are there any hierarchical impact relationships within experiential value? And this problem hasn't been paid much attention to in previous studies.
Considering that, this study tries to design a "Tourism Experiential Value-Tourist Satisfaction Degree-Behavioral Intention" model (TEVSB) by combining tourist satisfaction, expectancy-value theory and cognitive evaluation theory after constructing the framework of experiential value with the RAM as research object. It has also pointed out the relationship among the different impact levels within experiential value. Through empirical researches, this paper has revealed the action mechanism among experiential value, tourist satisfaction degree and behavioral intention which can provide theoretical guidance for decisions on the development and management of recreational area around metropolitan.
This study reviewed the literatures on experiential value, tourist satisfaction degree, behavioral intention, and their relationships at first, and also the literature on the RAM. It has summarized the research results and the problems in them. On this basis, tourists'satisfaction degree and formation mechanism of their behavioral intention are analyzed according to the customer satisfaction theory, expectancy value theory, cognitive evaluation theory and the hierarchy of needs theory. By doing this, it has put forward four main contents as following:
1. Constructing a frame work of experiential value in RAM
Based on literature review and interviews, it has summarized indexes for experiential value measurement in RAM. According to the questionnaires survey on recreation around metropolis, it has carried out factor analysis and reliability test; at last, based on the data, it has formed a dimension scale as well as the frame work of experiential value in RAM.
2. Exploring the relationship among different levels of internal experiential value
Based on the construction of experiential value system, it has explored the relationships among different levels of internal experiential value in the process of experiential value's impact on tourist satisfaction degree and behavioral intention which has been proved by SEMs.
3. Studying the mechanism among experiential value, tourist satisfaction degree and behavioral intention.
On the basis of theoretical study, it has constructed SEMs on the relationship among the three aspects. After reliability and validity testing, structural equation fit testing and inspection agency effect testing on data obtained through a questionnaire survey about RAM, it has explored the relationship among different levels of internal experiential value, revealed both the direct and indirect action mechanism among the variables and extracted the "Tourism Experiential Value-Tourist Satisfaction Degree-Behavioral Intention" model (TEVSB).
4. Try to the find differences of experiential value among different types of consumption in RAM
Also based on questionnaires, it has analyzed the behavior of RAM. Hierarchical cluster analysis was adopted to analyze the dimensions of related experiential value. After summarizing the different types of level of experience, a further analysis of different experiential values' distribution in different types of consumptions was carried out. Through this method, the type of consumption with higher level of experiential value were found. By comparing the current behavior of recreation around metropolis, this paper has proposed scientific development direction of RAM.
With the above research aspects, the paper has adopted the methods of literature review, induction, fusion of related theories, questionnaire, structural equation model and clustering analysis. Based on the theoretical research, it has conducted two questionnaire surveys of two phases:the first one is carried out on recreation visitors in Wuhan city with138valid questionnaires. The second one is carried out around the whole country on people with experience on RAM on experiential value, tourist satisfaction and behavior intention with455valid questionnaires. Through empirical research, the four conclusions are summarized as following:
1. It is composed of five dimensions in two categories for the experiential value framework of RAM
Experiential value is divided into two categories of utilitarian experiential value and hedonic experiential value. The utilitarian experiential value contains two dimensions of functional value and economic value; while hedonic experiential value contains three dimensions of situational value, emotional value and epistemic value. And these five dimensions include22indexes.
2. Relations among different levels of experiential value
Based on hierarchy theory of needs and cognitive evaluation theory, and with the framework constructed before, the paper assumes the utilitarian experiential value has direct positive influence on hedonic experiential value which at last has been proved in the model.
3. Action mechanisms of experiential value to tourists'satisfaction and behavior intention
The paper reveals action mechanisms of experiential value to tourists'satisfaction and behavior intention; it also puts forward and then verifies the "Tourism Experiential Value-Tourist Satisfaction Degree-Behavioral Intention" model (TEVSB). The mechanism is mainly embodied in:(1) Utilitarian experiential value has directly positive influence on hedonic experiential value, and hedonic experiential value plays a mediating role in the influence of utilitarian experiential value on tourist satisfaction degree and behavioral intention.(2) Relationships between dimensions of experiential value and tourist satisfaction degree are:both situational value and emotional value have directly positive influence on tourist satisfaction degree; economic value has both direct and indirect influence on tourist satisfaction degree; functional value has indirect influence on tourist satisfaction degree through situational value and emotional value; while epistemic value has no influence on tourist satisfaction degree. Emotional value has the strongest influence on tourist satisfaction degree.(3) The relation between tourists' satisfaction and behavioral intentions is:tourists satisfaction has direct and positive influence on behavioral intentions.(4) Relationships between dimensions of experiential value and behavior intention are:epistemic value has directly positive influence on behavioral intentions; the functional, economic, situational and emotional value has indirect influence on behavioral intentions only through tourist satisfaction.
4.The leisurely and comfortable vacation way is the embodiment of high perception value
This study found that tourist experiential value can be divided into three types as "high perception","bland perception " and "low perception". The main differences of the three types lie in the choice of travel dates, length of stay, and the per capita spending. The residence length for the group with high perception is about2-3days, while1day for the ones with low perception. The longer residence length time is, the higher the epistemic value is. In personal consumption, high perception people are mainly those with consumption of301-500Yuan per capita, and low perception group mainly reflects in per capita consumption of200Yuan. In a certain range the higher the cost is, the higher the epistemic value is; as for choice of travel time, it is with a low proportion of high perception type for golden week, while a relative higher proportion for summer and winter vacations and annual leave. The results show that a leisurely and comfortable vacation will make the tourists get higher experiential value than a rush one.
The innovation of the study lies in:1. On the constructing of the framework of the experiential value of RAM, the innovation lies in that it takes the advantage of multidirectional section method and dichotomy, which grasps the content of experiential value and makes the attributive character of experiential value clear at the same time. Both the research field and research system expand the existing theory of the experiential value.2. Put forward and verify that the interior of experiential value embodies the relation of different levels. The verifying of the view highlights the important position of hedonic experiential value, which not only affects the tourist satisfaction degree and behavioral intention greatly by itself, but transfers the effect of utilitarian experiential value on the effect of the tourist satisfaction degree and behavioral intention. The theory about relation of different levels in experiential value brings the new enlightenment for management practice.3. Construct and verify the TEVSB, which has revealed the action mechanism of experiential value on tourist satisfaction and behavioral intention. This has offered the theoretical evidence for managers'practice of improving both tourists' satisfaction degree and tourists' loyalty through enhancing their experiential value.4. Point out the developing direction for RAM is to make leisurely and comfortable products, which could solve the problem of low tourists'satisfaction and low returning-visit rate.
The theoretical significance of this study lies in that it has upgraded the measurement system of experiential value, promoted the research on relationship among experiential value, tourist satisfaction and behavioral intentions, and enriched the recreation around metropolis theory from the management perspective. As for the development and management of recreational area around metropolitan, the improvement of tourists'satisfaction and loyalty as well as the enterprises'profits, it also has important practical significance.
先前研究中对顾客价值探讨较多,但对由顾客价值演进而来的体验价值的一系列基础性研究工作还未成熟,目前尚无统一的体验价值测量量表；对于体验价值与游客满意度及行为意向之间的关系,学者们的观点也不一致。体验价值是直接影响行为意向?还是必须通过游客满意度才能影响?不同体验价值维度的影响路径是否一致?体验价值内部是否有层次作用关系?这些问题还有待通过实证分析进行探讨。
鉴于此,本研究以环城游憩为研究对象,通过梳理体验价值、游客满意度、行为意向及环城游憩研究文献,在构建环城游憩体验价值结构体系的基础上,尝试将期望价值理论、顾客满意理论、需要层次理论及认知评价理论相融合,构建“旅游体验价值—满意度—行为意向”模型(TEVSB),并提出体验价值内部的层次作用关系,通过实证研究揭示体验价值、游客满意度及行为意向的作用机制,推进体验价值理论研究,为旅游开发管理决策提供理论指导。此外,研究还将探讨不同环城游憩消费类型的体验价值差异,为环城游憩的进一步发展探寻方向。
本研究首先回顾了体验价值、游客满意度、行为意向、环城游憩及其相关关系的研究进展,对其研究贡献及研究局限进行了评述。依据期望价值理论、顾客满意理论、需要层次理论及认知评价理论,对体验价值与游客满意度及行为意向之间的关系进行了剖析。在此基础上,提出了四个主要研究内容：
1、构建环城游憩体验价值结构体系
在文献分析基础上结合访谈内容全面提炼环城游憩体验价值测量指标,针对环城游憩游客进行体验价值问卷调查,对数据进行信度检验及探索性因子分析,最后依据数据分析结果确定量表并构建环城游憩体验价值结构体系。
2、探寻体验价值内部的层次作用关系
在体验价值结构体系构建的基础上,依据理论分析,提出在体验价值对游客满意度及行为意向影响过程中体验价值内部的层次作用关系,并通过结构方程模型进行验证。
3、研究体验价值与游客满意度及行为意向之间的作用机制
在理论研究基础上,构建体验价值、游客满意度及行为意向之间作用关系的结构方程模型。通过问卷调查获取数据,进行信度效度检验、结构方程适配检验及中介效应检验,探寻体验价值各维度与游客满意度及行为意向之间的影响关系,揭示各变量之间的作用机制,提炼“旅游体验价值—满意度—行为意向”模型(TEVSB)。
4、探寻不同环城游憩消费类型的体验价值差异
基于问卷调查,对相关体验价值维度进行聚类分析,归纳体验价值水平类型,进一步分析不同体验价值水平在各消费类型上的分布特征,找出体验价值较高的消费类型,对比现阶段环城游憩行为特征,提出环城游憩进一步发展的方向。
针对上述研究内容,本文综合运用了文献阅读归纳法、相关理论融合法、问卷调查法、因子分析法、结构方程模型及聚类分析法。在理论分析的基础上,先后进行了两个阶段的问卷调查：第一阶段针对武汉环城游憩游客进行体验价值问卷调查,获取138份有效问卷；第二阶段针对全国范围内有环城游憩经历的群体进行体验价值、游客满意度及行为意向关系的问卷调查,获取455份有效问卷。经过实证研究,主要得出以下四个方面的研究结论：
1、环城游憩体验价值结构体系由两大类五维度构成
具体为：体验价值分为功利类体验价值和情绪类体验价值两大类,其中,功利类体验价值包含功能价值与经济价值两个维度,情绪类体验价值包含情境价值、情感价值及认知价值三个维度,五个维度共包括22个指标。
2、体验价值内部具有层次作用关系
基于需要层次理论和认知评价理论,以作者研究构建的环城游憩体验价值结构体系为基础,在研究体验价值与游客满意度及行为意向关系的假设模型中,尝试提出功利类体验价值对情绪类体验价值具有直接的正向影响并得到验证。
3、体验价值与游客满意度及行为意向之间具有嵌套作用机制
研究揭示了环城游憩体验价值对游客满意度及行为意向的作用机制,提炼了“旅游体验价值—满意度—行为意向”模型(TEVSB)。作用机制体现为：(1)功利类体验价值直接正向影响情绪类体验价值,情绪类体验价值承担着功利类体验价值对游客满意度和行为意向影响的中介作用。(2)体验价值各维度与游客满意度的作用关系为：情感价值、情境价值对游客满意度具有直接正向影响；经济价值对游客满意度既有直接影响又有间接影响；功能价值通过情境价值和情感价值对游客满意度产生间接影响；认知价值对游客满意度没有影响。五维度中情感价值对游客满意度的影响最强烈。(3)游客满意度与行为意向的作用关系为：游客满意度直接正向影响行为意向。(4)体验价值各维度与行为意向的作用关系为：认知价值直接正向影响行为意向；功能价值、经济价值、情境价值、情感价值在前述对游客满意度影响路径基础上必须经过游客满意度对行为意向产生间接影响。
4、悠闲舒适休闲度假方式是高体验价值的体现
研究通过聚类分析发现将体验价值感知水平具有“高感知型”、“平淡型”及“低感知型”三种类型,这三种类型在出游时间、停留时间及人均消费三项消费类型上的分布特征为：在停留时间上,高感知型主要体现在停留2-3天的群体,低感知型主要体现在停留1天的群体,呈现出在一定时间范围内停留时间越长体验价值越高的趋势；在个人消费上,高感知型主要体现在人均每次消费301-500元的群体,低感知型主要体现在人均消费200元以下的群体,呈现出在一定费用范围内花费越高体验价值越高的趋势；在出游时间上,黄金周高感知型分布比例较低,寒暑假和年休假高感知型分布比例相对较高。研究结论显示悠闲舒适的休闲度假比走马观花式的游览方式更能够让游客感受到较高的体验价值。
本研究的创新之处在于：第一、在构建体验价值结构体系上,以环城游憩为研究对象,兼取体验价值“二分法”和“多维分法”两者之长,既全面把握体验价值内容,又使体验价值属性特征明晰,不论在研究领域还是研究体系上都扩展了现有的体验价值理论。第二、提出并验证了体验价值内部固有的层次作用关系。这一观点的论证凸现了情绪类体验价值的重要地位,情绪类体验价值不仅自身强烈影响着游客满意度和行为意向,而且传递着功利类体验价值对游客满意度及行为意向的影响。体验价值的层次作用关系理论也为管理实践带来新的启示。第三、构建并验证了“旅游体验价值—满意度—行为意向”模型(TEVSB),深入揭示了环城游憩体验价值与游客满意度及行为意向之间的作用机制。为旅游管理开发者有针对性的提升体验价值来实现游客满意及游客忠诚提供了理论指导。第四、得出悠闲舒适的休闲度假产品具有高体验价值体现。这一结论的科学明确提出为环城游憩的进一步发展指出了方向。
本研究的理论意义在于拓展了体验价值的测量体系研究,提出并验证了体验价值内部的层次作用关系,推进了体验价值、游客满意度及行为意向关系的理论研究,并从管理学视角丰富了环城游憩理论。同时对于旅游地实施科学开发管理,更有效的实现游客满意度和忠诚度的提升、进而赢取企业利润具有重要的实践指导意义。
With the experiential economy era, consumers are more interested in "Experience"-a particular one line with their own psychological needs and taste preferences obtained in the process of purchase; the experiential value has become a very important part for consumer value understanding. For tourism, it has been always walking in the forefront of the experiential economy because of its marking quality of experience; at the same time leisure and recreation are major force of global economic development in the coming age of leisure. With implementation of holiday system and the change of consuming attitudes, a new way for holiday-"Recreation around Metropolis (RAM)" is developing fast and plays an increasingly important role in domestic tourism. However, there are some problems such as product homogeneity, lack of brand building, intense price competition, poor consumer satisfaction, low investment benefit and so on which make us can't help wondering "how to become one of the best while having similar products and obtain the competitive edge?" Considering this question, we may find a new perspective for study on how to obtain competitive advantage of recreational area around metropolitan. That is through enhancing the value of experience, improving satisfaction, enhancing behavioral intentions after the trip, and then improving tourist's loyalty and winning the benefit for the enterprise. What does the frame system of experiential value of RAM look like? How does the mechanism among experiential value, tourist loyalty and behavioral intention act? Are there any differences in experiential value among kinds of consumptions in RAM? Which kind of consumption is with higher-value experience? All of these issues are waiting to solve which are helpful for practical application. As a typical industry of experiential economy, the study on the relationship among experiential value, tourists' satisfaction and behavioral intention in tourism industry has great reference value for other experiential industries.
By reviewing the former studies, we may find that they cared more about customer value. However, since a series of basic researches on experiential value evolving from customer value are not yet mature, there has not been a uniform measurement system for experiential value; what's more, for the relationship among customers'value, satisfaction and behavioral intention, different experts hold different views. Whether the experiential value of RAM has a direct impact on behavioral intentions? Or the impaction has to act through visitor satisfaction? Whether different dimensions of experiential value of RAM share the same impaction path? These issues need to be explored through empirical analysis. Are there any hierarchical impact relationships within experiential value? And this problem hasn't been paid much attention to in previous studies.
Considering that, this study tries to design a "Tourism Experiential Value-Tourist Satisfaction Degree-Behavioral Intention" model (TEVSB) by combining tourist satisfaction, expectancy-value theory and cognitive evaluation theory after constructing the framework of experiential value with the RAM as research object. It has also pointed out the relationship among the different impact levels within experiential value. Through empirical researches, this paper has revealed the action mechanism among experiential value, tourist satisfaction degree and behavioral intention which can provide theoretical guidance for decisions on the development and management of recreational area around metropolitan.
This study reviewed the literatures on experiential value, tourist satisfaction degree, behavioral intention, and their relationships at first, and also the literature on the RAM. It has summarized the research results and the problems in them. On this basis, tourists'satisfaction degree and formation mechanism of their behavioral intention are analyzed according to the customer satisfaction theory, expectancy value theory, cognitive evaluation theory and the hierarchy of needs theory. By doing this, it has put forward four main contents as following:
1. Constructing a frame work of experiential value in RAM
Based on literature review and interviews, it has summarized indexes for experiential value measurement in RAM. According to the questionnaires survey on recreation around metropolis, it has carried out factor analysis and reliability test; at last, based on the data, it has formed a dimension scale as well as the frame work of experiential value in RAM.
2. Exploring the relationship among different levels of internal experiential value
Based on the construction of experiential value system, it has explored the relationships among different levels of internal experiential value in the process of experiential value's impact on tourist satisfaction degree and behavioral intention which has been proved by SEMs.
3. Studying the mechanism among experiential value, tourist satisfaction degree and behavioral intention.
On the basis of theoretical study, it has constructed SEMs on the relationship among the three aspects. After reliability and validity testing, structural equation fit testing and inspection agency effect testing on data obtained through a questionnaire survey about RAM, it has explored the relationship among different levels of internal experiential value, revealed both the direct and indirect action mechanism among the variables and extracted the "Tourism Experiential Value-Tourist Satisfaction Degree-Behavioral Intention" model (TEVSB).
4. Try to the find differences of experiential value among different types of consumption in RAM
Also based on questionnaires, it has analyzed the behavior of RAM. Hierarchical cluster analysis was adopted to analyze the dimensions of related experiential value. After summarizing the different types of level of experience, a further analysis of different experiential values' distribution in different types of consumptions was carried out. Through this method, the type of consumption with higher level of experiential value were found. By comparing the current behavior of recreation around metropolis, this paper has proposed scientific development direction of RAM.
With the above research aspects, the paper has adopted the methods of literature review, induction, fusion of related theories, questionnaire, structural equation model and clustering analysis. Based on the theoretical research, it has conducted two questionnaire surveys of two phases:the first one is carried out on recreation visitors in Wuhan city with138valid questionnaires. The second one is carried out around the whole country on people with experience on RAM on experiential value, tourist satisfaction and behavior intention with455valid questionnaires. Through empirical research, the four conclusions are summarized as following:
1. It is composed of five dimensions in two categories for the experiential value framework of RAM
Experiential value is divided into two categories of utilitarian experiential value and hedonic experiential value. The utilitarian experiential value contains two dimensions of functional value and economic value; while hedonic experiential value contains three dimensions of situational value, emotional value and epistemic value. And these five dimensions include22indexes.
2. Relations among different levels of experiential value
Based on hierarchy theory of needs and cognitive evaluation theory, and with the framework constructed before, the paper assumes the utilitarian experiential value has direct positive influence on hedonic experiential value which at last has been proved in the model.
3. Action mechanisms of experiential value to tourists'satisfaction and behavior intention
The paper reveals action mechanisms of experiential value to tourists'satisfaction and behavior intention; it also puts forward and then verifies the "Tourism Experiential Value-Tourist Satisfaction Degree-Behavioral Intention" model (TEVSB). The mechanism is mainly embodied in:(1) Utilitarian experiential value has directly positive influence on hedonic experiential value, and hedonic experiential value plays a mediating role in the influence of utilitarian experiential value on tourist satisfaction degree and behavioral intention.(2) Relationships between dimensions of experiential value and tourist satisfaction degree are:both situational value and emotional value have directly positive influence on tourist satisfaction degree; economic value has both direct and indirect influence on tourist satisfaction degree; functional value has indirect influence on tourist satisfaction degree through situational value and emotional value; while epistemic value has no influence on tourist satisfaction degree. Emotional value has the strongest influence on tourist satisfaction degree.(3) The relation between tourists' satisfaction and behavioral intentions is:tourists satisfaction has direct and positive influence on behavioral intentions.(4) Relationships between dimensions of experiential value and behavior intention are:epistemic value has directly positive influence on behavioral intentions; the functional, economic, situational and emotional value has indirect influence on behavioral intentions only through tourist satisfaction.
4.The leisurely and comfortable vacation way is the embodiment of high perception value
This study found that tourist experiential value can be divided into three types as "high perception","bland perception " and "low perception". The main differences of the three types lie in the choice of travel dates, length of stay, and the per capita spending. The residence length for the group with high perception is about2-3days, while1day for the ones with low perception. The longer residence length time is, the higher the epistemic value is. In personal consumption, high perception people are mainly those with consumption of301-500Yuan per capita, and low perception group mainly reflects in per capita consumption of200Yuan. In a certain range the higher the cost is, the higher the epistemic value is; as for choice of travel time, it is with a low proportion of high perception type for golden week, while a relative higher proportion for summer and winter vacations and annual leave. The results show that a leisurely and comfortable vacation will make the tourists get higher experiential value than a rush one.
The innovation of the study lies in:1. On the constructing of the framework of the experiential value of RAM, the innovation lies in that it takes the advantage of multidirectional section method and dichotomy, which grasps the content of experiential value and makes the attributive character of experiential value clear at the same time. Both the research field and research system expand the existing theory of the experiential value.2. Put forward and verify that the interior of experiential value embodies the relation of different levels. The verifying of the view highlights the important position of hedonic experiential value, which not only affects the tourist satisfaction degree and behavioral intention greatly by itself, but transfers the effect of utilitarian experiential value on the effect of the tourist satisfaction degree and behavioral intention. The theory about relation of different levels in experiential value brings the new enlightenment for management practice.3. Construct and verify the TEVSB, which has revealed the action mechanism of experiential value on tourist satisfaction and behavioral intention. This has offered the theoretical evidence for managers'practice of improving both tourists' satisfaction degree and tourists' loyalty through enhancing their experiential value.4. Point out the developing direction for RAM is to make leisurely and comfortable products, which could solve the problem of low tourists'satisfaction and low returning-visit rate.
The theoretical significance of this study lies in that it has upgraded the measurement system of experiential value, promoted the research on relationship among experiential value, tourist satisfaction and behavioral intentions, and enriched the recreation around metropolis theory from the management perspective. As for the development and management of recreational area around metropolitan, the improvement of tourists'satisfaction and loyalty as well as the enterprises'profits, it also has important practical significance.
引文
[1]阿尔文·托夫勒；孟广均译.未来的冲击[M].北京：新华出版社,1996：4.
[2]B. Joseph Pine Ⅱ, James H. Gilmore. The experience economy:Work is theatre and every business a stage[M]. Harvard Business School Press,1999:4.
[3]Drucker. The practice of management[M]. New York:Harper Brothers Publishers,1954:56.
[4]迈克尔·波特.竞争战略[M].北京：华夏出版社,2001：38-43.
[5]Dodds, W.B. In search of value:How price and store name information influence buyers' product perceptions[J]. Journal of Services Marketing,1991,5:27-36.
[6]Ostrom, A, Iacobucci. D. Consumer trade-offs and the evaluation of services [J]. Journal of Marketing,1995,59:17-28.
[7]Zeithaml. Consumer perceptions of price, quality, and value:A means-end model and synthesis of evidence[J]. Journal of Marketing,1988,52:2-22.
[8]谢彦君.旅游基础学[M].北京：中国旅游出版社,1999：17.
[9]Michael Gross, Graham Brown. Tourism experiences in a lifestyle destination setting [J]. Journal of Business Research,2006,59:696-700.
[10]谢彦君.旅游体验研究—一种现象学视角的探讨[M].南开大学出版社,2005：57.
[11]Bob Mckercher. Differences between tourism and recreation in parks[J]. Annals of Tourism Research,1996,3:73-78.
[12]粟路军,许春晓.城市居民环城游憩距离选择的实证研究[J].旅游科学,2008.2：34-39.
[13]杨京波,何佳梅.城市化对中国环城市旅游度假带的影响[J].山东师范大学学报(自然科学版),2003,18：54-57.
[14]李文英,郑昌江.哈尔滨环城游憩带旅游资源分析[J].商业经济,2008,6：103-105.
[15]魏小安.对发展中国家环城市旅游度假带的思考[N].中国旅游报,2001,09,07.
[16]潘冬南.南宁市居民环城游憩需求实证研究[J].广西经济管理干部学院学报,2010,6：77-80.
[17]李江敏,丁黎明,李志飞.城市居民环城游憩满意度评价[J].消费经济,2008.3：56-59.
[18]闫喜琴.论小长假视野下的城郊乡村旅游[J].经济研究导刊,2009.4：201-204.
[19]Fornell C. A national customer satisfaction barometer:The Swedish experience[J]. Journal of Marketing,1992,56(1):6-21.
[20]Reichheld, F. Sasser, W. E. Zero defections:Quality comes to services[J]. Harvard Business Review,1990(3):105-112.
[21]Taylor S A, Baker T L. An assessment of the relationship between service quality and customer sat-isfaction in formation of consumers'purchase intentions[J]. Journal of Retailing,1994,70(2):163-178.
[22]Copeland M T. Relation of consumer's buying habits to marketing methods [J]. Harvard Business Re-view,1923,1(4):282-289.
[23]Pritchard M,Howard D R, Havitz M E. Loyalty measurement:a critical examination and theoretical ex-tension[J]. Leisure Sciences,1992,14(2):155-164.
[24]余意峰,熊剑平.国外旅游目的地忠诚度研究进展[J].世界地理研究,2010,6：69-76.
[25]樊玲玲.湿地公园游客体验与游后行为意向的关系研究[硕士学位论文].杭州：浙江大学.2009.
[26]李凡.主题餐厅的顾客体验价值研究[硕士学位论文].杭州：浙江大学,2006.
[27]Ross, G. F. Destination evaluation and vacation preferences [J]. Annals of Tourism Research, 1993,20:477-489.
[28]Engel, Blackwell, N Yiniard. Consumer behavior [M]. Newyork:The Drydden,1995:365.
[29]Oliver, R. Satisfaction:A behavioral perspective on the consumer [M]. NewYork:McGraw-Hill,1997:167.
[30]Yang, Z. Peterson,R.T. Customer perceived value, satisfaction, and loyalty:The role of
switching costs[J]. Psychol Market,2004,21(10):799-822.
[31]谢彦君.旅游体验研究[M].北京：中国旅游出版社,2010：1.
[32]Mathwick,C, Malhotra, N. Rigon, E. Experiential value conceptualization, measurement and application in the catalog and interest shopping enviroment[J]. Journal of Retailing,2001,77(1): 39-56.
[33]Parasuraman A, Grewal D. The impact of technology on the quality-value-loyalty chain:A research agenda[J]. Journal of the Academy of Marketing Science,2000,28(1):168-174.
[34]Woodruff, R.B. Customer value. The next source for competitive advantage[J]. Academy of Marketing Service,1997,25(2):139-153.
[35]Petrick, J. F, Bachman, S. J. An examination of the determinants of golf travelers' satisfaction[J]. Journal of Travel Research,2002,40(3):252-258.
[36]张凤超,尤树洋.顾客体验价值结构维度：DIY业态视角[J].华南师范大学学报,2009,8：108-113.
[37]Oliver R L, Burke R R. Expectation processes in satisfaction formation[J]. Journal of Service Research,1999,1(3):196-214.
[38]Lee C,Yoon Y,Lee S. Investigating the relationships among perceived value, satisfaction, and recom-mendations:the case of the Korean DMZ[J]. Tourism Management,2007,28(1):204-214.
[39]宋春红,苏敬勤.服务质量、顾客价值及顾客满意对顾客忠诚影响的实证检验[J].统计与决策.2008.19：182-184.
[40]徐伟,景奉杰.经济型酒店顾客价值与顾客满意、行为意向的关系研究[J].河北经贸大学学报,2008,7：81-86.
[41]Hou Lun, Tang Xiaowo. Gap model for dual customer values[J]. Tsinghua Science and Technology,2008,6:395-399.
[42]菲利普·科特勒.营销管理(第10版中译本)[M].中国人民大学出版社,2001：43
[43]Lovelock, C. H. Service marketing (4th ed.) [M]. NJ:Prentice Hall International,2000:79.
[44]Murray, K. B, and J. L. Schlacter. The impact of services versus goods on consumers' assessment of perceived risk and variability[J]. Journal of the Academy of Marketing Science. 1990,18(1):51-65.
[45]Gronroos, Christian, Service management and marketing:Managing the moments of truth in service competition[M]. Lexington, MA:Lexington Books,1990:87.
[46]Gale, Y. Managing customer value creating quality and service that customers can see. New York:The Free Price,1994:98-112.
[47]查金祥.B2C电子商务顾客价值与顾客忠诚度的关系研究[博士学位论文].杭州：浙江大学,2006.
[48]Holbrook,M.B, Hirschman,E.C. The experiential aspects of consumption:Consumer fantasies, feeling and fun[J]. Journal of Consumer Research,1982,19 (2):132-140.
[49]Park, C. W, Jaworski, B.J. & Maclnnis. Strategic brade & concept-image management[J]. Journal of Marketing,1986,50(10):135-145.
[50]李幼瑶.主题公园消费体验、体验价值和行为意向关系的研究[硕士学位论文].杭州：浙江大学.2007：15.
[51]Naylor, G, How consumer determine value:A new look at a inputs and processes[M]. Dissertation, University of Arizona,1996:143.
[52]Csikszentimihaly. Optimal experience:Psychological studies of flow in conscious[M]. New york. Cambridge University Press.1988:288-306.
[53]Schmitt,Bernd H. Experiential marketing[M]. New York:The Free Press,1999:1-150.
[54]Pine,B.H.Gilmore.Welcome to the experence economy[J]. Health Forum Journal 2001,44 (5): 10-16.
[55]张成杰.旅游景区游客体验价值评价研究[硕士学位论文].广州：暨南大学,2006：23.
[56]燕纪胜.BZC模式下的顾客价值构成维度研究[硕士学位论文].威海：山东大学,2008.
[57]Babin, B. J, Darden, W, R, Griffin. M. Work and fun:Measuring hedonic and utilitarian shopping value[J]. Journal of Consumer Research,1994,20(4):644-656.
[58]Mathwick,C. The effect of dynamic retail experiences on experiential perceptions of value: An internet and catalog comparison[J]. Journal of Retailing,2002,78(1):51-60.
[59]Ruyter de, K. Wetzels, M. Lemmink, J. Mattsson, J. The dynamics of the service delivery process:A value-based approach[J]. International Journal of Reasearch in Marketing,1997,14 (3): 231-243.
[60]Mano, H,Richard L.Assessing the dimensionality and structure of the consumption experience:Evaluation, feeling and satisfaction[J] Journal of Consumer Research,1993,20: 451-466
[61]Sheth, Cross. Why we buy what we buy:A theory of consumption values[J]. Journal of Business Reasearch,1991,22(2):159-170.
[62]Holbrook Morris, Kuwahara Takeo, Probing explorations, deep displays, virtual reality, and profound insights:The four faces of strereographic three-dimensional images in marketing and consumer research [J]. Advances in Consumer Research,1999,26:240-250.
[63]Sweeney, Soutar. Consumer perceived vale:The development of a multiple item scale[J]. Journal of Retailing,2001,77(2):203-220.
[64]Sanchez, Callarisa, Rodriguez. Perceived value of the purchase of a tourism product[J]. Tourism Management,2006,27:394-409.
[65]范秀成,罗海成.基于顾客感知价值的服务企业竞争力探析[J].南开管理评论,2003,6：41-45.
[66]孟庆良,韩玉启.顾客价值驱动的CRM战略研究[J].价值工程,2006,4：49-52.
[67]Lapierre, J. Customer-perceived value in industrial contexts[J]. Journal of business and Industrial marketing,2000.15:122-140.
[68]王锡秋.顾客价值及其评估方法研究[J].南开管理评论,2005,5：31-35.
[69]李建州,范秀成.三维度服务体验实证研究[J].旅游科学,2006,20(2)：54-59.
[70]张凤超,尤树洋.体验价值结构维度：基于共同制造组织模式的实证研究[J].武汉大学学报
(哲社版),2010.5：451-457.
[71]谌怡庆,甘筱青.旅游资源的体验价值分析[J].价格月刊,2009.5：22-23.
[72]陈宥任,熊正德等.顾客体验价值研究[J].金融经济,2009.2：85-86.
[73]黄志红.休闲农业体验价值模型的构建及其应用[J].统计与决策,2009,23：123-124.
[74]张荣,夏燕红.茶馆行业顾客体验价值驱动因素分析[J].长春理工大学学报,2010.5：51-53.
[75]肖轶楠,夏沫.论主题公园体验价值的创造[J].旅游学刊,2008.5：57-60.
[76]皮平凡,刘晓斌.酒店顾客体验价值研究[J].商业研究,2009.12：167-170.
[77]Woodruff, R., and S. F. Gardial. Know your customer:New approaches to customer value and satisfaction[M]. Cambridge, MA:Blackwell.1996:153.
[78]Kisang Ryua, Heesup Han. The relationships among overall quick-casual restaurant image, perceived value, customer satisfaction, and behavioral intentions [J]. International Journal of Hospitality Management.2008,27:459-469.
[79]McDougall, G. H. G., and T. Levesque. Customer satisfaction with service:Putting perceived value into the equation[J]. Journal of Services Marketing.2000,14(5):392-410.
[80]Cronin, J. J, Brady, M. K, Hult, G. T. M. Assessing the effects of quality, value and customer satisfaction on consumer behavioral intentions in service environments[J]. Journal of Retailing, 2000,76(2),193-218.
[81]Oh H. Diners' perceptions of quality, value and satisfaction[J]. Cornell Hotel and Restaurant Administration Quarterly,2000,41(3):58-66.
[82]Murray, Howat. The relationships among service quality, value, satisfaction, and future intentions of customers at an australian sports and leisure centre[J]. Sport Management Review, 2002,5:25-43.
[83]Ching-Hsue Cheng, You-Shyang Chen. Classifying the segmentation of customer value via RFM model and RS theory[J]. Expert Systems with Applications.2009.36:4176-4184.
[84]蒋廉雄,卢泰宏.形象创造价值吗?一服务品牌形象对顾客价值—满意—忠诚关系的影响[J].管理世界.2006,4：106-129.
[85]A. Pizam, Y. Neumann, A Reichel-Dimensions of tourist satisfaction with a destination [J]. Annals of Tourism Research,1978,5(3):314-322.
[86]Beard J.B. Raghed M G. Measuring leisure satisfaction[J]. Journal of Leisure Research.1980, 12:20--33.
[87]P.Pearce and G.Moscardo. Visitor evaluation:An appraisal of Goalsand techniques[J]. Evaluation Review,1985, (9):281-306.
[88]马峻.城市旅游景区游客满意度测评研究[硕士学位论文].杭州：浙江大学.2007.
[89]汪侠,刘泽华,张洪.游客满意度研究综述与展望[J].北京第二外国语学院学报,2010.1：22-29
[90]Pizam A. Tourism's impacts:The social costs to the destination community as perceived by its residents[J]. Journal of Travel Research,1978,3:8-12.
[91]Akama J. Damiannah M K. Measuring tourist satisfaction with Kenya's wildlife safari:A case study of Tsavo West National Park[J]. Tourism Management,2003 (24):73-81.
[92]Yinghua Liu, SooCheong Jang. Perceptions of Chinese restaurants in the U.S.:What affects customer satisfaction and behavioral intentions? [J]. International Journal of Hospitality Management,2009,28:338-348.
[93]Laws E. Conceptualizing visitor satisfaction management in heritage settings:An exploratory blueprinting analysis of Leeds Castle Kent[J].Tourism Management,1998,19(6): 545-554.
[94]Joaquin Alegre. Tourist satisfaction and dissatisfaction[J]. Annals of Tourism Research, 2010,37:52-73.
[95]Laurie Murphy, Gianna Moscardo. Evaluating tourist satisfaction with the retail experience in a typical tourist shopping village[J]. Journal of Retailing and Consumer Services,2011(18): 302-310
[96]连漪,汪侠.旅游地顾客满意度测评指标体系的研究及应用[J].旅游学刊,2004.5：9-13.
[97]汪侠,顾朝林.旅游景区顾客的满意度指数模型[J].地理学报,2005,(5)：807-816.
[98]董观志,杨凤影.旅游景区游客满意度测评体系研究[J].旅游学刊,2005.1：27-30.
[99]南剑飞,李蔚.基于灰色系统理论的旅游景区游客满意度评价研究[J].商业研究,2008.12：46-49.
[100]田坤跃.基于Fuzzy-IPA的景区游客满意度影响因素的实证研究[J].旅游学刊,2010.5：61-65.
[101]李瑛.旅游目的地游客满意度及影响因子分析[J].旅游学刊,2008.4：43-48.
[102]Dorfman P W. Measurement and meaning of recreation satisfaction:A case study in camping [J]. Environmental and Behavior,1979,11 (4):483-510.
[103]Gilly, Cron, Barry. International fare in consumer satisfaction and complaining behavior [C]. Indiana University, Bollmington,1983:10-16.
[104]Baker D A. Crompton J L. Quality, satisfaction and behavioral intentions [J]. Annals of Tourism Research,2000,3 (27):785-804.
[105]Sangjae, Sungil Jeon. The impact of tour quality and tourist satisfaction on tourist loyalty [J]. Tourism Management,2011,32:1115-1124.
[106]Yoon Y, Uysal M. An examination of the effects of motivation and satisfaction on destination loyalty:A structural model[J]. Tourism Management,2005,26 (1):45-56.
[107]Christina Geng-Qing Chia, Hailin Qu. Examining the structural relationships of destination image, tourist satisfaction and destination loyalty[J]. Tourism Management,2008,29:624-636.
[108]Bigne, Sanchez. Tourism image, evaluation variables and after purchase behavior inter-relations[J]. Tourism Management,2001,22:607-616.
[109]沈向友.旅行社服务质量与游客满意度影响因素分析[J].旅游学刊,1999,(5)：25-30.
[110]卞显红.旅游目的地形象、质量、满意度及其购后行为相互关系研究[J].华东经济管理.2005,19(1)：84-89.
[111]余向洋,沙润等.基于旅游者行为的游客满意度实证研究[J].消费经济,2008.8：58-62.
[112]汪侠,梅虎.旅游地顾客忠诚模型及实证研究[J].旅游学刊,2006.10：33-38.
[113]Singh J. Voice, exit, and negative word of mouth behaviors:An investigation across three service categories[J]. Journal of the Academy of Marketing Science,1990,18(1):1-15.
[114]Wen-Tai Lai, Ching-Fu Chen. Behavioral intentions of public transit passengers—The roles of service quality, perceived value, satisfaction and involvement [J]. Transport Policy,2011,18: 318-325.
[115]Ajzen, I. Driver B. L. Prediction of participation from behavior, normative and control beliefs:An application of the theory of planned behavior [J]. Leisure Science,1991,(13):173-185.
[116]Ajzen I, Fishbein M. Attitude-Behavior relations:A theoretical analysis and review of empirical study[J]. Psychological Bulletin,1977,8:888-918.
[117]Ajzen, Fishbein. Understanding attitudes and predicting social behavior[J]. Prentice-Hall, Englewood Cliffs, NJ,1980:73-80.
[118]Chen, C. Investigating structural relationships between service quality, perceived value, satisfaction, and behavioral intentions for air passengers:evidence from Taiwan[J]. Transport, 2008,42(4):709-717.
[119]Boulding, Kalra, Zeithmal. A dynamic process model of service quality:From expectations to behavioural intentions[J]. Journal of Marketing Research,1993,30(2):7-27.
[120]张圣亮,张文光.服务补救程度对消费者情绪和行为意向的影响[J].北京理工大学学报,2009,12：82-89.
[121]Bitner. Evaluating service encounters:The effect of physical surroundings and employee responses[J]. Journal of Marketing,1990,54(4):69-82.
[122]Patterson, Spreng. Modelling the relationship between perceived value, satisfaction and repurchase intentions in a business-to-business[J]. International Journal of Service Industry Management,1997,8(5):414-434.
[123]Anderson, Sullivan. Customer satisfaction and retention across firms[M]. Nashville, TN, 1990:89.
[124]Beeho, Prentice. Conceptualizing the experiences of heritage tourists:a case study of New Lanark World Heritage Village[J]. Tourism Management,1997,18(2):75-87.
[125]Bolton, Drew. A multistage model of customers'assessments of service quality and value[J]. Journal of Consumer,1991,17(4):375-384.
[126]Anderson, Sullion. The antecedents and of customer satisfaction for firms[J]. Marketing Science,1993.12(2):125-143.
[127]Parasuram A,BerryLL and Zeithaml VA. Refinement and reassessment of the SERVQUAL scale[J]. Journal of Retailing,1991,67(4):420-451.
[128]Lassar W, Mittal B and Sharma A. Measuring customer-based brand equity[J]. Journal of Consumer Marketing,1995,12(4):11-19.
[129]Blackwell, Miniard. Consumer behavior[J].New York:The Drydden,2001(8):96-105.
[130]Sunghyup Sean Hyuna, Wansoo Kim. The impact of advertising on patrons'emotional responses, perceived value, and behavioral intentions in the chain restaurant industry[J]. International Journal of Hospitality Management,2011,30:689-700.
[131]岑成德,钟煜维.生态旅游者旅游动机、顾客参与和行为意向的关系[J].华南理工大学学报(社会科学版),2010,8：6-11.
[132]赵晓煜,曹忠鹏.享乐型服务的场景要素与顾客行为意向的关系研究[J].管理科学,2010,8：48-57.
[133]赵媛,徐玮.近10年来我国环城游憩带研究进展[J].经济地理,2008.5：492-496.
[134]Conzen,Alnwick, Norhubmberland. a Study in Town-plan analysis[M].Institute of British Geographers Publication NO,27.London.George Philip,1960:231.
[135]Gay Lieber, Fesenmiaier D R. Recreation planning and management[M]. London:EδF. N. Spon Ltd,1972:68.
[136]Carter, Wheatley. Fixation lines and fringe belts, land uses and social areas.19-century chang in the small tocon[J]. Transaction of the Institute of British Georgraphers,1979,4:89-94.
[137]普列奥布拉曾斯基,克列沃谢耶夫；吴必虎,蒋文莉等译.苏联游憩系统地理[M].广州：华东师范大学旅游教育专业印行,1989：146.
[138]Stephen, Smith. Regional analysis of tourism resources[J]. Annals of Tourism Research, 1987:78-119
[139]Cybriwsky, Changing patterns of urban public space:Observation sand assessment from the Tokyo and New York metropolitan[J]. Cities,1999,16(4):73-77.
[140]Ingo Zasada. Multifunctional peri-urban agriculture—A review of societal demands and the provision of goods and services by farming[J]. Land Use Policy,2011,1:1-10.
[141]Chaminuka, Groeneveld. Tourist preferences for ecotourism in rural communities adjacent to Kruger National Park:A choice experiment approach[J]. Tourism Management,2011.2:1-9.
[142]吴必虎.大城市环城游憩带研究—以上海为例[J].地理科学,2001,(8)：354-359.
[143]苏平,党宁,吴必虎.北京环城游憩带旅游地类型与空间结构特征[J].地理研究,2004.5：403-410
[144]李江敏,刘承良.武汉环城游憩地空间演变研究[J].人文地理,2006,6：90-96.
[145]李连璞,付修勇.从“时空缩减”视角看环城游憩带发展[J].地理与地理信息科学,2006.3：97-99.
[146]王淑华.大城市环城游憩带发展态势研究[J].城市问题,2006.1：31-33.
[147]王铁,张宪玉.基于概率模型的环城游憩带乡村旅游开发决策路径研究[J].旅游学刊,2009.11：30-35.
[148]李江敏,张立明.都市居民环城游憩行为初探[J].开发研究,2004.6：83-85.
[149]吴必虎,伍佳,党宁.旅游城市本地居民环城游憩偏好：杭州案例研究[J].人文地理,2007,2：27-29.
[150]黄爱莲,潘东南.新休假制度与南宁市民环城游憩行为分析[J].广西社会科学,2010,1：26-30.
[151]Herbert L. Petri John M. Govern郭本禹等译.动机心理学[M].陕西师范大学出版社,2005,10：210.
[152]姜立利.期望价值理论的研究进展[J].上海教育科研,2003.2：33-35.
[153]Cardozo, Richard N. A Experimental Study of Consumer Effort [J]. Journal of Marketing Research,1965(8):42-43
[154]崔迅.顾客价值链与顾客满意[M].经济管理出版社,2004：4.
[155]Oliver. A cognitive model of the antecedents and consequences of satisfaction decisions[J]. Journal of Marketing Research,1980,17(4):460-469.
[156]Richard, Scott, Richard. A reexamination of the determinants of consumer satisfaction[J]. Journal of Marketing,1996,60(6):15-32.
[157]Oliver Richard L. Customer satisfaction with service[M]. CA:Sage Publications,2000: 251.
[158]Claes Fornell, Michael D Johnson, Eugene W Anderson et al. The American customer Satisfaction Index:Nature, Purposes, and Findings[J]. Journal of Markteting,1996(6):7-18.
[159]马斯洛；许金声(译).动机与人格(第三版)[M].北京：中国人民大学出版社,2007：75.
[160]杨婧.自然资本视角下旅游体验价值评估研究[硕士学位论文].广州：暨南大学,2008.
[161]Shuai Quan, Nine Wang. Towards a structural model of the tourist experience:an illustration from food experiences in tourism[J]. Tourism Management,2004,25(3):297-305.
[162]Deci, Ryan. Intrinsic motivation and self-determination in human behavior [M]. New York: Plenum Press,1985:89.
[163]邱皓政,林碧芳.结构方程模型的原理与应用[M].北京：中国轻工业出版社,2009：92.
[164]卢纹岱SPSS for Windows统计分析(第三版)[M].北京：电子工业出版社,2006：166-168.
[165]李怀祖.管理研究方法论.第二版[M].西安：西安交通大学出版社,2004：238-239.
[166]吴明隆SPSS操作与应用—问卷统计分析实务[M].台中：五南图书出版公司2008：291.
[167]李江敏.武汉环城游憩地的形成与演变研究[硕士学位论文].武汉：湖北大学,2005.
[168]陈向明.质的研究方法与社会科学研究[M].教育科学出版社,2004：165.
[169]Alvin C. Burns, Ronald F. Bush.梅清豪等译：《营销调研》(第二版)[M].中国人民大学出版社,2001：195.
[170]Carlos, Roig, Javier Sanchez Garcia. Customer perceived value in banking services [J]. International Journal of Bank Marketiing,2006,24:127-132.
[171]Javier, Callarisa. Perceived value of the purchase of a tourism product[J]. Tourism management,2006,27:394-409.
[172]Jooyeon. SooCheong Jang. Perceived values, satisfaction, and behavioral intentions:The role of familiarity in Korean restaurants [J]. International Journal of Hospitality Management, 2010,29:2-13.
[173]Christina Geng-Qing Chi. Examining the structural relationships of destination image, tourist satisfaction and destination loyalty[J]. Tourism Management,2008,29:624-636.
[174]Vesna, Maja. Modelling perceived quality, visitor satisfaction and behavioural intentions at the destination level[J]. Tourism Management,2010,31:537-546.
[175]Cedric Hsi-Jui Wu, Rong-Da Liang. Effect of experiential value on customer satisfaction with service encounters in luxury-hotel restaurants[J]. International Journal of Hospitality Management,2009,28:586-593.
[176]Creusen, Schoormans. The different roles of product appearance in consumer choice[J]. Journal of Product Innovation Management,2005,22:63-81.
[177]Yooshik Yoon, Muzaffer Uysal. An examination of the effects of motivation and satisfaction on destination loyalty [J]. Tourism Management,2006,26:45-56.
[178]Hanny, Nasution. Customer value in the hotel industry:What managers believe they deliver and what customer experience[J]. International Journal of Hospitality Management,2008,27: 204-213.
[179]Joe Hutchinson, Fujun Lai. Understanding the relationships of quality, value, equity, satisfaction and behavioral intentions among golf travelers[J]. Tourism Management,2009,30: 298-308.
[180]Teoman Dumana, Anna S. Mattila. The role of affective factors on perceived cruise vacation value[J]. Tourism Management,2005,6:311-323.
[181]Choong-Ki Lee. Investigating the relationships among perceived value, satisfaction, and recommendations[J]. Tourism Management,2007,28:204-214.
[182]Duk-Byeong Park, Yoo-Shik Yoon. Segmentation by motivation in rural tourism:A Korean case study[J]. Tourism Management,2009,30:99-108.
[183]Overby, Lee. The effects of utilitarian and hedonic online shopping value on consumer preference and intentions[J]. Journal of Business Research,2006,59:1160-1166.
[184]马庆国.应用统计学—数理统计方法、数据获取与SPSS应用[M].科学出版社,2006：53-54.
[1851Anastasi. Psychological testing[M]. NY:Macmillan Publishing,1990:63.
[186]陈晓萍,徐淑英,樊景立.组织与管理研究的实证方法[M].北京：北京大学出版社,2010：209-311
[187]吴明隆.结构方程模型—AMOS的操作与应用[M].重庆大学出版社,2010：55.
[188]Joskog K D, Sorbom D. LISREL 8.14:Structural equation modeling with the SIMPLIS command language[M]. Chicago:Scientific Software Internation,1993:104.
[189]侯杰泰,温忠麟,成子娟.结构方程模型及其应用[M].教育科学出版社,2005：180.
[190]Rigdon E. A necessary an sufficient identification rule for structural equation models estimated[J]. Multivariate Behavioral Research,2009,30:359-383.
[191]Marsh, Balla. Goodness of fit in confirmatory factor analysis:The effect of sample size and model parsimony[J]. Quality and Quality,1994,28:185-217.
[192]McDonald. Principles and practice in reporting structural equation analysis[J]. Psychological Methods,2002,7:64-82.
[193]Browne, Cudeck. Alternative ways of assessing model fit. In K. A. Bollen and J. S. Long, Testing structural equation models[M]. Newbury Park, CA,2001:136-162.
[194]Bentler. Cutoff criteria for fit indexs in covariance structure[J]. Equation Model,1999,6(1): 1-55.
[195]Bollen. Structural equations with latent variables[M]. New York:Wiley,1989:162.
[196]Kline, R.B. Principles and practice of structural equation modeling[M]. New York:Guilford Press,1998:68.
[197]温忠麟,张雷,侯杰泰等.中介效应检验程序及其应用[J].心理学报,2004,36(5)：614-620.
[198]Leinhardt S. Sociological methodology[M]. Washington, DC:American Sociological Association,1982:148.
[199]Ching-Fu Chen, Fu-Shian Chen. Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists[J]. Tourism Management,2010,31:29-35.
[200]Zhaohua Denga, Yaobin Lua. Understanding customer satisfaction and loyalty:An empirical study of mobile instant messages in China[J]. International Journal of Information Management,2010,30:289-300.
[201]Paul Williams, Geoffrey N. Soutar. Value, satisfaction and behavioral intentions in an adventure tourism context[J]. Annals of Tourism Research,2009.36(3):413-438.
[202]彭春萍.我国农家休闲茶室顾客满意度研究[硕士学位论文].杭州：浙江大学,2007.
[203]Tak Kee Hui, David Wan, Alvin Ho. Tourists'satisfaction, recommendation and revisiting Singapore[J]. Tourism Management,2007,28:965-975.
[204]Parasuraman, Zeithaml, Berry. The behavioral consequences of service quality[J]. Journal of Marketing,1996,60(4):31-46.
[205]Chang, Wildt. Price, Product information and purchase intention:An empirical study[J]. Journal of the Academy of Marketing Science,1994,22:16-27.
[206]Spiegelman, Paul. Live Customer interaction and the internet join in internation [J]. Direct Marketing,2000,8:38-41.
[207]SooCheong. Perceived quality, emotions, and behavioral intentions [J]. Journal of Business Research,2009,62:451-460.
[208]Boomsma A. On the robustness of LISREL against small sample size and non-normality [Doctoral dissertation]. University of Groningen,1983.
[209]Nunnally. Psychometric theory[M]. New York:McGraw-hill,1994:217.
[210]Bentler P M, Mooijaart A. Choice of structural equation models via parsimony:A rational based on precision[J]. Psychological Bulletin,1989,106:315-317.
[211]Shumacker R E, Lomax R G. A beginner's guide to structural equation modeling[M]. Mahwah, NJ:Erlbaum Associates,1996:87.
[212]Chin W. Issues and opinion on structure equation modeling[J]. MIS Quarterly,1998,22: 7-11.
[213]Bender P M, Chou C P. Practical issues in structural modeling[J]. Sociological Methods and Research,1987,16:78-117.
[214]顾鹏飞.C2C电子商务中顾客价值与顾客忠诚的关系研究[硕士学位论文].杭州：浙江大学,2006.
[215]Hair J, Anderson R, Tatham R, et al. Multivariate data analysis. Seventh Edition[M]. NJ: Prentice Hall,2009:478-483.
[216]张文彤.SPSS11统计分析教程(高级篇)[M].北京：北京希望电子出版社,2002：178.
[2]B. Joseph Pine Ⅱ, James H. Gilmore. The experience economy:Work is theatre and every business a stage[M]. Harvard Business School Press,1999:4.
[3]Drucker. The practice of management[M]. New York:Harper Brothers Publishers,1954:56.
[4]迈克尔·波特.竞争战略[M].北京：华夏出版社,2001：38-43.
[5]Dodds, W.B. In search of value:How price and store name information influence buyers' product perceptions[J]. Journal of Services Marketing,1991,5:27-36.
[6]Ostrom, A, Iacobucci. D. Consumer trade-offs and the evaluation of services [J]. Journal of Marketing,1995,59:17-28.
[7]Zeithaml. Consumer perceptions of price, quality, and value:A means-end model and synthesis of evidence[J]. Journal of Marketing,1988,52:2-22.
[8]谢彦君.旅游基础学[M].北京：中国旅游出版社,1999：17.
[9]Michael Gross, Graham Brown. Tourism experiences in a lifestyle destination setting [J]. Journal of Business Research,2006,59:696-700.
[10]谢彦君.旅游体验研究—一种现象学视角的探讨[M].南开大学出版社,2005：57.
[11]Bob Mckercher. Differences between tourism and recreation in parks[J]. Annals of Tourism Research,1996,3:73-78.
[12]粟路军,许春晓.城市居民环城游憩距离选择的实证研究[J].旅游科学,2008.2：34-39.
[13]杨京波,何佳梅.城市化对中国环城市旅游度假带的影响[J].山东师范大学学报(自然科学版),2003,18：54-57.
[14]李文英,郑昌江.哈尔滨环城游憩带旅游资源分析[J].商业经济,2008,6：103-105.
[15]魏小安.对发展中国家环城市旅游度假带的思考[N].中国旅游报,2001,09,07.
[16]潘冬南.南宁市居民环城游憩需求实证研究[J].广西经济管理干部学院学报,2010,6：77-80.
[17]李江敏,丁黎明,李志飞.城市居民环城游憩满意度评价[J].消费经济,2008.3：56-59.
[18]闫喜琴.论小长假视野下的城郊乡村旅游[J].经济研究导刊,2009.4：201-204.
[19]Fornell C. A national customer satisfaction barometer:The Swedish experience[J]. Journal of Marketing,1992,56(1):6-21.
[20]Reichheld, F. Sasser, W. E. Zero defections:Quality comes to services[J]. Harvard Business Review,1990(3):105-112.
[21]Taylor S A, Baker T L. An assessment of the relationship between service quality and customer sat-isfaction in formation of consumers'purchase intentions[J]. Journal of Retailing,1994,70(2):163-178.
[22]Copeland M T. Relation of consumer's buying habits to marketing methods [J]. Harvard Business Re-view,1923,1(4):282-289.
[23]Pritchard M,Howard D R, Havitz M E. Loyalty measurement:a critical examination and theoretical ex-tension[J]. Leisure Sciences,1992,14(2):155-164.
[24]余意峰,熊剑平.国外旅游目的地忠诚度研究进展[J].世界地理研究,2010,6：69-76.
[25]樊玲玲.湿地公园游客体验与游后行为意向的关系研究[硕士学位论文].杭州：浙江大学.2009.
[26]李凡.主题餐厅的顾客体验价值研究[硕士学位论文].杭州：浙江大学,2006.
[27]Ross, G. F. Destination evaluation and vacation preferences [J]. Annals of Tourism Research, 1993,20:477-489.
[28]Engel, Blackwell, N Yiniard. Consumer behavior [M]. Newyork:The Drydden,1995:365.
[29]Oliver, R. Satisfaction:A behavioral perspective on the consumer [M]. NewYork:McGraw-Hill,1997:167.
[30]Yang, Z. Peterson,R.T. Customer perceived value, satisfaction, and loyalty:The role of
switching costs[J]. Psychol Market,2004,21(10):799-822.
[31]谢彦君.旅游体验研究[M].北京：中国旅游出版社,2010：1.
[32]Mathwick,C, Malhotra, N. Rigon, E. Experiential value conceptualization, measurement and application in the catalog and interest shopping enviroment[J]. Journal of Retailing,2001,77(1): 39-56.
[33]Parasuraman A, Grewal D. The impact of technology on the quality-value-loyalty chain:A research agenda[J]. Journal of the Academy of Marketing Science,2000,28(1):168-174.
[34]Woodruff, R.B. Customer value. The next source for competitive advantage[J]. Academy of Marketing Service,1997,25(2):139-153.
[35]Petrick, J. F, Bachman, S. J. An examination of the determinants of golf travelers' satisfaction[J]. Journal of Travel Research,2002,40(3):252-258.
[36]张凤超,尤树洋.顾客体验价值结构维度：DIY业态视角[J].华南师范大学学报,2009,8：108-113.
[37]Oliver R L, Burke R R. Expectation processes in satisfaction formation[J]. Journal of Service Research,1999,1(3):196-214.
[38]Lee C,Yoon Y,Lee S. Investigating the relationships among perceived value, satisfaction, and recom-mendations:the case of the Korean DMZ[J]. Tourism Management,2007,28(1):204-214.
[39]宋春红,苏敬勤.服务质量、顾客价值及顾客满意对顾客忠诚影响的实证检验[J].统计与决策.2008.19：182-184.
[40]徐伟,景奉杰.经济型酒店顾客价值与顾客满意、行为意向的关系研究[J].河北经贸大学学报,2008,7：81-86.
[41]Hou Lun, Tang Xiaowo. Gap model for dual customer values[J]. Tsinghua Science and Technology,2008,6:395-399.
[42]菲利普·科特勒.营销管理(第10版中译本)[M].中国人民大学出版社,2001：43
[43]Lovelock, C. H. Service marketing (4th ed.) [M]. NJ:Prentice Hall International,2000:79.
[44]Murray, K. B, and J. L. Schlacter. The impact of services versus goods on consumers' assessment of perceived risk and variability[J]. Journal of the Academy of Marketing Science. 1990,18(1):51-65.
[45]Gronroos, Christian, Service management and marketing:Managing the moments of truth in service competition[M]. Lexington, MA:Lexington Books,1990:87.
[46]Gale, Y. Managing customer value creating quality and service that customers can see. New York:The Free Price,1994:98-112.
[47]查金祥.B2C电子商务顾客价值与顾客忠诚度的关系研究[博士学位论文].杭州：浙江大学,2006.
[48]Holbrook,M.B, Hirschman,E.C. The experiential aspects of consumption:Consumer fantasies, feeling and fun[J]. Journal of Consumer Research,1982,19 (2):132-140.
[49]Park, C. W, Jaworski, B.J. & Maclnnis. Strategic brade & concept-image management[J]. Journal of Marketing,1986,50(10):135-145.
[50]李幼瑶.主题公园消费体验、体验价值和行为意向关系的研究[硕士学位论文].杭州：浙江大学.2007：15.
[51]Naylor, G, How consumer determine value:A new look at a inputs and processes[M]. Dissertation, University of Arizona,1996:143.
[52]Csikszentimihaly. Optimal experience:Psychological studies of flow in conscious[M]. New york. Cambridge University Press.1988:288-306.
[53]Schmitt,Bernd H. Experiential marketing[M]. New York:The Free Press,1999:1-150.
[54]Pine,B.H.Gilmore.Welcome to the experence economy[J]. Health Forum Journal 2001,44 (5): 10-16.
[55]张成杰.旅游景区游客体验价值评价研究[硕士学位论文].广州：暨南大学,2006：23.
[56]燕纪胜.BZC模式下的顾客价值构成维度研究[硕士学位论文].威海：山东大学,2008.
[57]Babin, B. J, Darden, W, R, Griffin. M. Work and fun:Measuring hedonic and utilitarian shopping value[J]. Journal of Consumer Research,1994,20(4):644-656.
[58]Mathwick,C. The effect of dynamic retail experiences on experiential perceptions of value: An internet and catalog comparison[J]. Journal of Retailing,2002,78(1):51-60.
[59]Ruyter de, K. Wetzels, M. Lemmink, J. Mattsson, J. The dynamics of the service delivery process:A value-based approach[J]. International Journal of Reasearch in Marketing,1997,14 (3): 231-243.
[60]Mano, H,Richard L.Assessing the dimensionality and structure of the consumption experience:Evaluation, feeling and satisfaction[J] Journal of Consumer Research,1993,20: 451-466
[61]Sheth, Cross. Why we buy what we buy:A theory of consumption values[J]. Journal of Business Reasearch,1991,22(2):159-170.
[62]Holbrook Morris, Kuwahara Takeo, Probing explorations, deep displays, virtual reality, and profound insights:The four faces of strereographic three-dimensional images in marketing and consumer research [J]. Advances in Consumer Research,1999,26:240-250.
[63]Sweeney, Soutar. Consumer perceived vale:The development of a multiple item scale[J]. Journal of Retailing,2001,77(2):203-220.
[64]Sanchez, Callarisa, Rodriguez. Perceived value of the purchase of a tourism product[J]. Tourism Management,2006,27:394-409.
[65]范秀成,罗海成.基于顾客感知价值的服务企业竞争力探析[J].南开管理评论,2003,6：41-45.
[66]孟庆良,韩玉启.顾客价值驱动的CRM战略研究[J].价值工程,2006,4：49-52.
[67]Lapierre, J. Customer-perceived value in industrial contexts[J]. Journal of business and Industrial marketing,2000.15:122-140.
[68]王锡秋.顾客价值及其评估方法研究[J].南开管理评论,2005,5：31-35.
[69]李建州,范秀成.三维度服务体验实证研究[J].旅游科学,2006,20(2)：54-59.
[70]张凤超,尤树洋.体验价值结构维度：基于共同制造组织模式的实证研究[J].武汉大学学报
(哲社版),2010.5：451-457.
[71]谌怡庆,甘筱青.旅游资源的体验价值分析[J].价格月刊,2009.5：22-23.
[72]陈宥任,熊正德等.顾客体验价值研究[J].金融经济,2009.2：85-86.
[73]黄志红.休闲农业体验价值模型的构建及其应用[J].统计与决策,2009,23：123-124.
[74]张荣,夏燕红.茶馆行业顾客体验价值驱动因素分析[J].长春理工大学学报,2010.5：51-53.
[75]肖轶楠,夏沫.论主题公园体验价值的创造[J].旅游学刊,2008.5：57-60.
[76]皮平凡,刘晓斌.酒店顾客体验价值研究[J].商业研究,2009.12：167-170.
[77]Woodruff, R., and S. F. Gardial. Know your customer:New approaches to customer value and satisfaction[M]. Cambridge, MA:Blackwell.1996:153.
[78]Kisang Ryua, Heesup Han. The relationships among overall quick-casual restaurant image, perceived value, customer satisfaction, and behavioral intentions [J]. International Journal of Hospitality Management.2008,27:459-469.
[79]McDougall, G. H. G., and T. Levesque. Customer satisfaction with service:Putting perceived value into the equation[J]. Journal of Services Marketing.2000,14(5):392-410.
[80]Cronin, J. J, Brady, M. K, Hult, G. T. M. Assessing the effects of quality, value and customer satisfaction on consumer behavioral intentions in service environments[J]. Journal of Retailing, 2000,76(2),193-218.
[81]Oh H. Diners' perceptions of quality, value and satisfaction[J]. Cornell Hotel and Restaurant Administration Quarterly,2000,41(3):58-66.
[82]Murray, Howat. The relationships among service quality, value, satisfaction, and future intentions of customers at an australian sports and leisure centre[J]. Sport Management Review, 2002,5:25-43.
[83]Ching-Hsue Cheng, You-Shyang Chen. Classifying the segmentation of customer value via RFM model and RS theory[J]. Expert Systems with Applications.2009.36:4176-4184.
[84]蒋廉雄,卢泰宏.形象创造价值吗?一服务品牌形象对顾客价值—满意—忠诚关系的影响[J].管理世界.2006,4：106-129.
[85]A. Pizam, Y. Neumann, A Reichel-Dimensions of tourist satisfaction with a destination [J]. Annals of Tourism Research,1978,5(3):314-322.
[86]Beard J.B. Raghed M G. Measuring leisure satisfaction[J]. Journal of Leisure Research.1980, 12:20--33.
[87]P.Pearce and G.Moscardo. Visitor evaluation:An appraisal of Goalsand techniques[J]. Evaluation Review,1985, (9):281-306.
[88]马峻.城市旅游景区游客满意度测评研究[硕士学位论文].杭州：浙江大学.2007.
[89]汪侠,刘泽华,张洪.游客满意度研究综述与展望[J].北京第二外国语学院学报,2010.1：22-29
[90]Pizam A. Tourism's impacts:The social costs to the destination community as perceived by its residents[J]. Journal of Travel Research,1978,3:8-12.
[91]Akama J. Damiannah M K. Measuring tourist satisfaction with Kenya's wildlife safari:A case study of Tsavo West National Park[J]. Tourism Management,2003 (24):73-81.
[92]Yinghua Liu, SooCheong Jang. Perceptions of Chinese restaurants in the U.S.:What affects customer satisfaction and behavioral intentions? [J]. International Journal of Hospitality Management,2009,28:338-348.
[93]Laws E. Conceptualizing visitor satisfaction management in heritage settings:An exploratory blueprinting analysis of Leeds Castle Kent[J].Tourism Management,1998,19(6): 545-554.
[94]Joaquin Alegre. Tourist satisfaction and dissatisfaction[J]. Annals of Tourism Research, 2010,37:52-73.
[95]Laurie Murphy, Gianna Moscardo. Evaluating tourist satisfaction with the retail experience in a typical tourist shopping village[J]. Journal of Retailing and Consumer Services,2011(18): 302-310
[96]连漪,汪侠.旅游地顾客满意度测评指标体系的研究及应用[J].旅游学刊,2004.5：9-13.
[97]汪侠,顾朝林.旅游景区顾客的满意度指数模型[J].地理学报,2005,(5)：807-816.
[98]董观志,杨凤影.旅游景区游客满意度测评体系研究[J].旅游学刊,2005.1：27-30.
[99]南剑飞,李蔚.基于灰色系统理论的旅游景区游客满意度评价研究[J].商业研究,2008.12：46-49.
[100]田坤跃.基于Fuzzy-IPA的景区游客满意度影响因素的实证研究[J].旅游学刊,2010.5：61-65.
[101]李瑛.旅游目的地游客满意度及影响因子分析[J].旅游学刊,2008.4：43-48.
[102]Dorfman P W. Measurement and meaning of recreation satisfaction:A case study in camping [J]. Environmental and Behavior,1979,11 (4):483-510.
[103]Gilly, Cron, Barry. International fare in consumer satisfaction and complaining behavior [C]. Indiana University, Bollmington,1983:10-16.
[104]Baker D A. Crompton J L. Quality, satisfaction and behavioral intentions [J]. Annals of Tourism Research,2000,3 (27):785-804.
[105]Sangjae, Sungil Jeon. The impact of tour quality and tourist satisfaction on tourist loyalty [J]. Tourism Management,2011,32:1115-1124.
[106]Yoon Y, Uysal M. An examination of the effects of motivation and satisfaction on destination loyalty:A structural model[J]. Tourism Management,2005,26 (1):45-56.
[107]Christina Geng-Qing Chia, Hailin Qu. Examining the structural relationships of destination image, tourist satisfaction and destination loyalty[J]. Tourism Management,2008,29:624-636.
[108]Bigne, Sanchez. Tourism image, evaluation variables and after purchase behavior inter-relations[J]. Tourism Management,2001,22:607-616.
[109]沈向友.旅行社服务质量与游客满意度影响因素分析[J].旅游学刊,1999,(5)：25-30.
[110]卞显红.旅游目的地形象、质量、满意度及其购后行为相互关系研究[J].华东经济管理.2005,19(1)：84-89.
[111]余向洋,沙润等.基于旅游者行为的游客满意度实证研究[J].消费经济,2008.8：58-62.
[112]汪侠,梅虎.旅游地顾客忠诚模型及实证研究[J].旅游学刊,2006.10：33-38.
[113]Singh J. Voice, exit, and negative word of mouth behaviors:An investigation across three service categories[J]. Journal of the Academy of Marketing Science,1990,18(1):1-15.
[114]Wen-Tai Lai, Ching-Fu Chen. Behavioral intentions of public transit passengers—The roles of service quality, perceived value, satisfaction and involvement [J]. Transport Policy,2011,18: 318-325.
[115]Ajzen, I. Driver B. L. Prediction of participation from behavior, normative and control beliefs:An application of the theory of planned behavior [J]. Leisure Science,1991,(13):173-185.
[116]Ajzen I, Fishbein M. Attitude-Behavior relations:A theoretical analysis and review of empirical study[J]. Psychological Bulletin,1977,8:888-918.
[117]Ajzen, Fishbein. Understanding attitudes and predicting social behavior[J]. Prentice-Hall, Englewood Cliffs, NJ,1980:73-80.
[118]Chen, C. Investigating structural relationships between service quality, perceived value, satisfaction, and behavioral intentions for air passengers:evidence from Taiwan[J]. Transport, 2008,42(4):709-717.
[119]Boulding, Kalra, Zeithmal. A dynamic process model of service quality:From expectations to behavioural intentions[J]. Journal of Marketing Research,1993,30(2):7-27.
[120]张圣亮,张文光.服务补救程度对消费者情绪和行为意向的影响[J].北京理工大学学报,2009,12：82-89.
[121]Bitner. Evaluating service encounters:The effect of physical surroundings and employee responses[J]. Journal of Marketing,1990,54(4):69-82.
[122]Patterson, Spreng. Modelling the relationship between perceived value, satisfaction and repurchase intentions in a business-to-business[J]. International Journal of Service Industry Management,1997,8(5):414-434.
[123]Anderson, Sullivan. Customer satisfaction and retention across firms[M]. Nashville, TN, 1990:89.
[124]Beeho, Prentice. Conceptualizing the experiences of heritage tourists:a case study of New Lanark World Heritage Village[J]. Tourism Management,1997,18(2):75-87.
[125]Bolton, Drew. A multistage model of customers'assessments of service quality and value[J]. Journal of Consumer,1991,17(4):375-384.
[126]Anderson, Sullion. The antecedents and of customer satisfaction for firms[J]. Marketing Science,1993.12(2):125-143.
[127]Parasuram A,BerryLL and Zeithaml VA. Refinement and reassessment of the SERVQUAL scale[J]. Journal of Retailing,1991,67(4):420-451.
[128]Lassar W, Mittal B and Sharma A. Measuring customer-based brand equity[J]. Journal of Consumer Marketing,1995,12(4):11-19.
[129]Blackwell, Miniard. Consumer behavior[J].New York:The Drydden,2001(8):96-105.
[130]Sunghyup Sean Hyuna, Wansoo Kim. The impact of advertising on patrons'emotional responses, perceived value, and behavioral intentions in the chain restaurant industry[J]. International Journal of Hospitality Management,2011,30:689-700.
[131]岑成德,钟煜维.生态旅游者旅游动机、顾客参与和行为意向的关系[J].华南理工大学学报(社会科学版),2010,8：6-11.
[132]赵晓煜,曹忠鹏.享乐型服务的场景要素与顾客行为意向的关系研究[J].管理科学,2010,8：48-57.
[133]赵媛,徐玮.近10年来我国环城游憩带研究进展[J].经济地理,2008.5：492-496.
[134]Conzen,Alnwick, Norhubmberland. a Study in Town-plan analysis[M].Institute of British Geographers Publication NO,27.London.George Philip,1960:231.
[135]Gay Lieber, Fesenmiaier D R. Recreation planning and management[M]. London:EδF. N. Spon Ltd,1972:68.
[136]Carter, Wheatley. Fixation lines and fringe belts, land uses and social areas.19-century chang in the small tocon[J]. Transaction of the Institute of British Georgraphers,1979,4:89-94.
[137]普列奥布拉曾斯基,克列沃谢耶夫；吴必虎,蒋文莉等译.苏联游憩系统地理[M].广州：华东师范大学旅游教育专业印行,1989：146.
[138]Stephen, Smith. Regional analysis of tourism resources[J]. Annals of Tourism Research, 1987:78-119
[139]Cybriwsky, Changing patterns of urban public space:Observation sand assessment from the Tokyo and New York metropolitan[J]. Cities,1999,16(4):73-77.
[140]Ingo Zasada. Multifunctional peri-urban agriculture—A review of societal demands and the provision of goods and services by farming[J]. Land Use Policy,2011,1:1-10.
[141]Chaminuka, Groeneveld. Tourist preferences for ecotourism in rural communities adjacent to Kruger National Park:A choice experiment approach[J]. Tourism Management,2011.2:1-9.
[142]吴必虎.大城市环城游憩带研究—以上海为例[J].地理科学,2001,(8)：354-359.
[143]苏平,党宁,吴必虎.北京环城游憩带旅游地类型与空间结构特征[J].地理研究,2004.5：403-410
[144]李江敏,刘承良.武汉环城游憩地空间演变研究[J].人文地理,2006,6：90-96.
[145]李连璞,付修勇.从“时空缩减”视角看环城游憩带发展[J].地理与地理信息科学,2006.3：97-99.
[146]王淑华.大城市环城游憩带发展态势研究[J].城市问题,2006.1：31-33.
[147]王铁,张宪玉.基于概率模型的环城游憩带乡村旅游开发决策路径研究[J].旅游学刊,2009.11：30-35.
[148]李江敏,张立明.都市居民环城游憩行为初探[J].开发研究,2004.6：83-85.
[149]吴必虎,伍佳,党宁.旅游城市本地居民环城游憩偏好：杭州案例研究[J].人文地理,2007,2：27-29.
[150]黄爱莲,潘东南.新休假制度与南宁市民环城游憩行为分析[J].广西社会科学,2010,1：26-30.
[151]Herbert L. Petri John M. Govern郭本禹等译.动机心理学[M].陕西师范大学出版社,2005,10：210.
[152]姜立利.期望价值理论的研究进展[J].上海教育科研,2003.2：33-35.
[153]Cardozo, Richard N. A Experimental Study of Consumer Effort [J]. Journal of Marketing Research,1965(8):42-43
[154]崔迅.顾客价值链与顾客满意[M].经济管理出版社,2004：4.
[155]Oliver. A cognitive model of the antecedents and consequences of satisfaction decisions[J]. Journal of Marketing Research,1980,17(4):460-469.
[156]Richard, Scott, Richard. A reexamination of the determinants of consumer satisfaction[J]. Journal of Marketing,1996,60(6):15-32.
[157]Oliver Richard L. Customer satisfaction with service[M]. CA:Sage Publications,2000: 251.
[158]Claes Fornell, Michael D Johnson, Eugene W Anderson et al. The American customer Satisfaction Index:Nature, Purposes, and Findings[J]. Journal of Markteting,1996(6):7-18.
[159]马斯洛；许金声(译).动机与人格(第三版)[M].北京：中国人民大学出版社,2007：75.
[160]杨婧.自然资本视角下旅游体验价值评估研究[硕士学位论文].广州：暨南大学,2008.
[161]Shuai Quan, Nine Wang. Towards a structural model of the tourist experience:an illustration from food experiences in tourism[J]. Tourism Management,2004,25(3):297-305.
[162]Deci, Ryan. Intrinsic motivation and self-determination in human behavior [M]. New York: Plenum Press,1985:89.
[163]邱皓政,林碧芳.结构方程模型的原理与应用[M].北京：中国轻工业出版社,2009：92.
[164]卢纹岱SPSS for Windows统计分析(第三版)[M].北京：电子工业出版社,2006：166-168.
[165]李怀祖.管理研究方法论.第二版[M].西安：西安交通大学出版社,2004：238-239.
[166]吴明隆SPSS操作与应用—问卷统计分析实务[M].台中：五南图书出版公司2008：291.
[167]李江敏.武汉环城游憩地的形成与演变研究[硕士学位论文].武汉：湖北大学,2005.
[168]陈向明.质的研究方法与社会科学研究[M].教育科学出版社,2004：165.
[169]Alvin C. Burns, Ronald F. Bush.梅清豪等译：《营销调研》(第二版)[M].中国人民大学出版社,2001：195.
[170]Carlos, Roig, Javier Sanchez Garcia. Customer perceived value in banking services [J]. International Journal of Bank Marketiing,2006,24:127-132.
[171]Javier, Callarisa. Perceived value of the purchase of a tourism product[J]. Tourism management,2006,27:394-409.
[172]Jooyeon. SooCheong Jang. Perceived values, satisfaction, and behavioral intentions:The role of familiarity in Korean restaurants [J]. International Journal of Hospitality Management, 2010,29:2-13.
[173]Christina Geng-Qing Chi. Examining the structural relationships of destination image, tourist satisfaction and destination loyalty[J]. Tourism Management,2008,29:624-636.
[174]Vesna, Maja. Modelling perceived quality, visitor satisfaction and behavioural intentions at the destination level[J]. Tourism Management,2010,31:537-546.
[175]Cedric Hsi-Jui Wu, Rong-Da Liang. Effect of experiential value on customer satisfaction with service encounters in luxury-hotel restaurants[J]. International Journal of Hospitality Management,2009,28:586-593.
[176]Creusen, Schoormans. The different roles of product appearance in consumer choice[J]. Journal of Product Innovation Management,2005,22:63-81.
[177]Yooshik Yoon, Muzaffer Uysal. An examination of the effects of motivation and satisfaction on destination loyalty [J]. Tourism Management,2006,26:45-56.
[178]Hanny, Nasution. Customer value in the hotel industry:What managers believe they deliver and what customer experience[J]. International Journal of Hospitality Management,2008,27: 204-213.
[179]Joe Hutchinson, Fujun Lai. Understanding the relationships of quality, value, equity, satisfaction and behavioral intentions among golf travelers[J]. Tourism Management,2009,30: 298-308.
[180]Teoman Dumana, Anna S. Mattila. The role of affective factors on perceived cruise vacation value[J]. Tourism Management,2005,6:311-323.
[181]Choong-Ki Lee. Investigating the relationships among perceived value, satisfaction, and recommendations[J]. Tourism Management,2007,28:204-214.
[182]Duk-Byeong Park, Yoo-Shik Yoon. Segmentation by motivation in rural tourism:A Korean case study[J]. Tourism Management,2009,30:99-108.
[183]Overby, Lee. The effects of utilitarian and hedonic online shopping value on consumer preference and intentions[J]. Journal of Business Research,2006,59:1160-1166.
[184]马庆国.应用统计学—数理统计方法、数据获取与SPSS应用[M].科学出版社,2006：53-54.
[1851Anastasi. Psychological testing[M]. NY:Macmillan Publishing,1990:63.
[186]陈晓萍,徐淑英,樊景立.组织与管理研究的实证方法[M].北京：北京大学出版社,2010：209-311
[187]吴明隆.结构方程模型—AMOS的操作与应用[M].重庆大学出版社,2010：55.
[188]Joskog K D, Sorbom D. LISREL 8.14:Structural equation modeling with the SIMPLIS command language[M]. Chicago:Scientific Software Internation,1993:104.
[189]侯杰泰,温忠麟,成子娟.结构方程模型及其应用[M].教育科学出版社,2005：180.
[190]Rigdon E. A necessary an sufficient identification rule for structural equation models estimated[J]. Multivariate Behavioral Research,2009,30:359-383.
[191]Marsh, Balla. Goodness of fit in confirmatory factor analysis:The effect of sample size and model parsimony[J]. Quality and Quality,1994,28:185-217.
[192]McDonald. Principles and practice in reporting structural equation analysis[J]. Psychological Methods,2002,7:64-82.
[193]Browne, Cudeck. Alternative ways of assessing model fit. In K. A. Bollen and J. S. Long, Testing structural equation models[M]. Newbury Park, CA,2001:136-162.
[194]Bentler. Cutoff criteria for fit indexs in covariance structure[J]. Equation Model,1999,6(1): 1-55.
[195]Bollen. Structural equations with latent variables[M]. New York:Wiley,1989:162.
[196]Kline, R.B. Principles and practice of structural equation modeling[M]. New York:Guilford Press,1998:68.
[197]温忠麟,张雷,侯杰泰等.中介效应检验程序及其应用[J].心理学报,2004,36(5)：614-620.
[198]Leinhardt S. Sociological methodology[M]. Washington, DC:American Sociological Association,1982:148.
[199]Ching-Fu Chen, Fu-Shian Chen. Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists[J]. Tourism Management,2010,31:29-35.
[200]Zhaohua Denga, Yaobin Lua. Understanding customer satisfaction and loyalty:An empirical study of mobile instant messages in China[J]. International Journal of Information Management,2010,30:289-300.
[201]Paul Williams, Geoffrey N. Soutar. Value, satisfaction and behavioral intentions in an adventure tourism context[J]. Annals of Tourism Research,2009.36(3):413-438.
[202]彭春萍.我国农家休闲茶室顾客满意度研究[硕士学位论文].杭州：浙江大学,2007.
[203]Tak Kee Hui, David Wan, Alvin Ho. Tourists'satisfaction, recommendation and revisiting Singapore[J]. Tourism Management,2007,28:965-975.
[204]Parasuraman, Zeithaml, Berry. The behavioral consequences of service quality[J]. Journal of Marketing,1996,60(4):31-46.
[205]Chang, Wildt. Price, Product information and purchase intention:An empirical study[J]. Journal of the Academy of Marketing Science,1994,22:16-27.
[206]Spiegelman, Paul. Live Customer interaction and the internet join in internation [J]. Direct Marketing,2000,8:38-41.
[207]SooCheong. Perceived quality, emotions, and behavioral intentions [J]. Journal of Business Research,2009,62:451-460.
[208]Boomsma A. On the robustness of LISREL against small sample size and non-normality [Doctoral dissertation]. University of Groningen,1983.
[209]Nunnally. Psychometric theory[M]. New York:McGraw-hill,1994:217.
[210]Bentler P M, Mooijaart A. Choice of structural equation models via parsimony:A rational based on precision[J]. Psychological Bulletin,1989,106:315-317.
[211]Shumacker R E, Lomax R G. A beginner's guide to structural equation modeling[M]. Mahwah, NJ:Erlbaum Associates,1996:87.
[212]Chin W. Issues and opinion on structure equation modeling[J]. MIS Quarterly,1998,22: 7-11.
[213]Bender P M, Chou C P. Practical issues in structural modeling[J]. Sociological Methods and Research,1987,16:78-117.
[214]顾鹏飞.C2C电子商务中顾客价值与顾客忠诚的关系研究[硕士学位论文].杭州：浙江大学,2006.
[215]Hair J, Anderson R, Tatham R, et al. Multivariate data analysis. Seventh Edition[M]. NJ: Prentice Hall,2009:478-483.
[216]张文彤.SPSS11统计分析教程(高级篇)[M].北京：北京希望电子出版社,2002：178.