摘要
近年来,随着我国经济发展取得辉煌成就,大众消费逐渐从满足日常需要的基础性消费向文化、休闲、旅游等享受性消费过渡,国内旅游市场连续快速增长。滨海地带凭借海水、沙滩、阳光等自然资源优势历来就是旅游度假的圣地。同时,为了在旅游地环境承载力有限的条件下实现旅游产业的可持续发展,理论界和实务界纷纷提倡生态旅游的发展模式。但是自生态旅游概念提出以来,学术界至今没能达成对生态旅游含义的共识,具体到滨海地区这一特定地域的生态旅游相关研究,尽管视角很广,但不成体系,同时相关的实证研究还不多见,缺少实践支持的理论研究难免存在缺憾。
研究以中国滨海生态旅游区为背景,在对现有意愿决定理论、顾客满意理论和滨海生态旅游相关研究细致而深入的文献评述的基础上,提出了滨海生态旅游游客重游意愿模型,并验证了相关影响因素对游客重游意愿的影响机制。为了保证研究准确、深入和具有创新性,全文主要开展了如下方面的研究工作：
首先,研究运用内容分析法、比较研究法和文本分词技术,通过对国内外近10～15年的“生态旅游”和“滨海旅游”概念的分析,提炼出6个生态旅游概念关键指标和4个滨海旅游概念关键指标,对这10个指标进行整合作为滨海生态旅游概念的指标基础,进而提出滨海生态旅游的定义及其特点。
其次,以计划行为理论、顾客满意理论为基础,整合相关的滨海生态旅游研究,提出以景区形象、服务品质、过去行为、滨海生态旅游认知为前因变量,游客满意、态度、主观规范、感知行为控制为中间变量,重游意愿为结果变量的滨海生态旅游区游客重游意愿模型,并针对各变量开发了相应的测量量表。
最后,根据问卷调查的结果,通过结构方程模型检验并修正了原模型,得到了游客满意、态度、主观规范、感知行为控制、景区形象、过去行为是影响游客重游意愿的主要因素,同时景区形象、过去行为、服务品质和滨海生态旅游认知又通过游客满意和态度间接影响游客重游意愿的结论。
研究的主要贡献有：(1)在界定滨海生态旅游概念的基础上有机结合计划行为理论和顾客满意理论构建了完整的滨海生态旅游区游客重游意愿的实证研究模型。(2)引入“滨海生态旅游认知”作为前因变量,并验证了滨海生态旅游认知对态度的正向影响作用。(3)验证了初游者与重游者的重游意愿形成内部机理的差异性。
In recent years, with our country economy attaining brilliant achievement, mass consumption gradually from meeting the daily needs of the basic consumption to other enjoyment consumption, such as culturally, leisure, travel etc, domestic tourism market continuous rapid growth. Coastal zone with seawater, sand, sun and other natural resources advantage has always been tourist sanctuary. Meanwhile, in order to realize the sustainable development of tourism industry under the condition of tourist environmental bearing capacity limited, both the theory and the practice advocate ecotourism development mode. But since the ecological tour concept is put forward, academia has failed to reach a consensus on the meaning of ecotourism in coastal area, specific to a particular region of the ecological tourism related research, although Angle is very wide, there is no system, at the same time relevant empirical studies are rare, lack of practice support theory research is unavoidably a pity-
Research in BinHai China eco-tourism district as the background, on the basis of deep and meticulous reviewing the existing intend decision theory, customer satisfaction theory and coastal ecological tourism related research, the writer puts forward the binhai tourists revisit intention model, and verifies the related factors to visitors to revisit intention influence mechanism. In order to ensure an accurate, in-depth and innovative research, full-text mainly develops the following aspect of work:
First, research using content analysis, comparative research and duty ci technology, through the domestic and international nearly 10-15 years of "ecological tourism" and "seaside tourism", the analysis of the concept of extracts 6 ecological tour concept key indicators and four seaside tourism concept, the key indicators ten indexes as coastal ecological tourism integration of the concept of indicators, and puts forward the binhai eco-tourism definition and characteristics.
Secondly, according to the theory of planned behavior, customer satisfaction theory as a foundation, integrate relevant coastal ecological tourism research, this paper put forward a scenic image, service quality, the past actions, and coastal ecological tourism cognition as antecedent, tourist satisfaction, attitude, subjective perception behavior standard, control for medi-variation, revisit intention for results of binhai eco-tourism district variable tourists revisit intention model, and in the light of the variables develops the corresponding scale.
Finally, according to the survey results, through the structural equation model test and revises the original model, obtained the tourist satisfaction, attitude, subjective norms, perception behavior control of scenic spot, image, the past actions affect tourists revisit intention is the main factor and scenic image, the past actions, service quality and coastal ecological tourism cognitive and through the tourist satisfaction and attitude indirectly affects tourists revisit intention conclusion.
The main contributions are as follows:(1) on the basis of the definition of coastal ecological tourism as well as combine the plan behavioral theory and customer satisfaction theory,the paper construct a complete empirical research model of coastal ecological tourist visitors revisit intention. (2) introduce "coastal ecological tourism cognitive" as antecedent,proving cognition of coastal ecological tourism has a positive influence on the attitude of coastal ecological tourism. (3) examine the differences of internal formation mechanism of revisit intention between initial swimmers and heavy swimmers.
引文
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