农业旅游者动机、满意度对忠诚度影响的实证研究
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摘要
农业旅游满足了城市居民对大自然的向往和放松身心的需求,近年来在国内旅游市场获得较快的发展。同时,发展农业旅游可有效帮助解决三农问题,发展农村经济,缩小城乡差距,因此也得到政府相关部门的支持,为农业旅游市场进一步提供了良好的增长空间。鉴于此,本文选取全国农业旅游示范点——山东省万亩枣林游览区,对该景区的农业旅游者进行出游动机、满意度及忠诚度的相关研究。
本研究以该景区的农业旅游者为调查对象,采用实证研究方法,旨在探究其出游动机、满意度及忠诚度各自的变量维度,尝试从三个变量的角度出发,建构理论框架模型,发现三者间的内在关联,尤其是旅游动机和满意度对旅游者忠诚度的影响,以便为该农业旅游景区的营销活动和未来发展提供有益的建议和参考。
在文献回顾的基础上,本文建构了旅游动机、满意度及忠诚度三变量的结构方程模型,其中,旅游动机采用广泛认同的推拉力理论,而通过综述前人旅游者行为的研究理论,满意度从“达到预期”、“觉得花费很值”及“与其它景区相比,对此地更为满意”三个方面来考量,忠诚度则以“重游”和“推荐意愿”两个变量来衡量。
经检验,农业旅游者动机中拉力因子模型包含两个因子,分别为“农村景色”和“便利性”,而推力因子模型中包含三个因子,分别为“情感维系”、“求知”和“娱乐健身”。而通过检验动机、满意度和忠诚度的结构方程模型发现,推力与拉力有着显著的正相关关系,推力或拉力对于旅游者满意度存在显著的负相关关系,满意度对于忠诚度存在显著的正相关关系,推力或拉力与忠诚度并不显著相关。
该研究结果对于山东省万亩枣林游览区的未来营销工作有着重要的启示,了解农业旅游者的动机,无疑将为提升游客的满意度发挥关键作用,从而将最终巩固旅游者忠诚度。考虑到选择变量的全面性以及数据收集的限制,本研究仍需进一步完善。
In recent years, agricultural tourism meets the desire of urban residents on the nature and the needs to relax, so it gains a rapid development in the domestic tourism market. Meanwhile, the development of agricultural tourism can help solve rural issues effectively, and develop the rural economy, thereby reducing the urban-rural gap. Given that Shandong Province is one of the country's major agricultural provinces, this study selected national agricultural tourism demonstration sites, Million Acres of Date Forest, as the research object, to explore the relationship among the agricultural tourists'travel motivation, satisfaction and loyalty.
In this study, empirical research methods were adopted to explore the variable dimensions of the tourism motivation, satisfaction and loyalty and a theoretical model of these three variables was constructed to find out the impact of tourist motivation and satisfaction on the loyalty of agriculture tourists. The result of this study will help to provide suggestions for the marketing activities and future development of this agricultural scenic spots.
Firstly, based on the literature review, this study constructed the structural equation model of tourist motivation, satisfaction and loyalty. Then through examination, the study found out that tourists decided to travel by both the push and pull factor, which pull factor model included two factors, namely, "rural scene" and "convenience", and push factor model included three factors, "relationship intensifying", "knowledge" and "entertainment and fitness". Lastly, through inspection of structural equation model, the pull factor proved to have a significant positive impact on the push factor, and there was a significant positive correlation between satisfaction and loyalty. Similarly, there was a significant negative correlation between pull/push factor and satisfaction, but there was not significant correlation between pull/push factor and loyalty.
The results of this study have important implications for future marketing efforts. To understand the motivation of agricultural tourists will no doubt enhance the satisfaction of tourists, thus playing a key role in consolidating the tourists'loyalty. Taking into account the comprehensive nature of the variable selection and data collection limits, the study still needs further improvement.
本研究以该景区的农业旅游者为调查对象,采用实证研究方法,旨在探究其出游动机、满意度及忠诚度各自的变量维度,尝试从三个变量的角度出发,建构理论框架模型,发现三者间的内在关联,尤其是旅游动机和满意度对旅游者忠诚度的影响,以便为该农业旅游景区的营销活动和未来发展提供有益的建议和参考。
在文献回顾的基础上,本文建构了旅游动机、满意度及忠诚度三变量的结构方程模型,其中,旅游动机采用广泛认同的推拉力理论,而通过综述前人旅游者行为的研究理论,满意度从“达到预期”、“觉得花费很值”及“与其它景区相比,对此地更为满意”三个方面来考量,忠诚度则以“重游”和“推荐意愿”两个变量来衡量。
经检验,农业旅游者动机中拉力因子模型包含两个因子,分别为“农村景色”和“便利性”,而推力因子模型中包含三个因子,分别为“情感维系”、“求知”和“娱乐健身”。而通过检验动机、满意度和忠诚度的结构方程模型发现,推力与拉力有着显著的正相关关系,推力或拉力对于旅游者满意度存在显著的负相关关系,满意度对于忠诚度存在显著的正相关关系,推力或拉力与忠诚度并不显著相关。
该研究结果对于山东省万亩枣林游览区的未来营销工作有着重要的启示,了解农业旅游者的动机,无疑将为提升游客的满意度发挥关键作用,从而将最终巩固旅游者忠诚度。考虑到选择变量的全面性以及数据收集的限制,本研究仍需进一步完善。
In recent years, agricultural tourism meets the desire of urban residents on the nature and the needs to relax, so it gains a rapid development in the domestic tourism market. Meanwhile, the development of agricultural tourism can help solve rural issues effectively, and develop the rural economy, thereby reducing the urban-rural gap. Given that Shandong Province is one of the country's major agricultural provinces, this study selected national agricultural tourism demonstration sites, Million Acres of Date Forest, as the research object, to explore the relationship among the agricultural tourists'travel motivation, satisfaction and loyalty.
In this study, empirical research methods were adopted to explore the variable dimensions of the tourism motivation, satisfaction and loyalty and a theoretical model of these three variables was constructed to find out the impact of tourist motivation and satisfaction on the loyalty of agriculture tourists. The result of this study will help to provide suggestions for the marketing activities and future development of this agricultural scenic spots.
Firstly, based on the literature review, this study constructed the structural equation model of tourist motivation, satisfaction and loyalty. Then through examination, the study found out that tourists decided to travel by both the push and pull factor, which pull factor model included two factors, namely, "rural scene" and "convenience", and push factor model included three factors, "relationship intensifying", "knowledge" and "entertainment and fitness". Lastly, through inspection of structural equation model, the pull factor proved to have a significant positive impact on the push factor, and there was a significant positive correlation between satisfaction and loyalty. Similarly, there was a significant negative correlation between pull/push factor and satisfaction, but there was not significant correlation between pull/push factor and loyalty.
The results of this study have important implications for future marketing efforts. To understand the motivation of agricultural tourists will no doubt enhance the satisfaction of tourists, thus playing a key role in consolidating the tourists'loyalty. Taking into account the comprehensive nature of the variable selection and data collection limits, the study still needs further improvement.
引文
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