摘要
旅游感知价值、满意度测量维度及其与行为意向之间作用路径关系研究,对旅游地产品开发与营销管理有重要的指导意义。学者对旅游感知价值、满意度及其测度内容界定差异比较大,需要进一步厘清。利用文献方法梳理旅游感知价值与满意度概念及其测量维度,剥离感知价值多维测度内容,分析其与满意度间存在的重复测量部分。在探讨测度视角的基础上,界定了旅游地核心产品属性、旅游感知价值及满意度测量维度。以无锡灵山景区为例,在问卷调研获取国内游客行为数据的基础上,利用结构方程模型验证旅游感知价值、满意度的属性构念及其影响路径,指出感知价值分别是满意度和行为意向的前因变量,但满意度不是行为意向的前因变量。
In a review of documents about definitions and measurable attributes of perceived value, satisfaction and tourist behavior, as well as their relationship path, this paper analyzed the multidimensional measuring content and some problems among them. They were： There were repeated measurable parts between overall satisfaction and perceived emotional value. When the overall satisfaction was measured according to balancing cost and revenue, its measurable idea was the same as the perceived value. The measurable items between attributes satisfaction and functional value were alike. Then concepts of utilitarianism tourist perceived value, tourism satisfaction and their measuring contents were suggested, the tourist perceived value were composed of function value and emotional value. The overall satisfaction was chosen to analyze relationships among tourist perceived value, satisfaction and behavioral intention. At last, a case study of Lingshan scenic spot in Wuxi city was addressed, and approaches of SEM was used to analyze the theoretical construct of tourist perceived value and influencing paths among tourist perceived value, satisfaction and behavioral intention according to the survey behavior data of domestic tourists who arrived at scenic spot. The main conclusions are as follows： perceived value of scenic spot includes of functional value and emotional value. The functional value includes of direct and indirect revenue, the former was composed of revenues of culture, natural landscape, entertainment and overall product and service, and the latter was referred to the happiness which tourists obtained from the scenic spot experience. The indirect revenue came from balancing the cost which was time and money. In addition, tourist perceived value was actively effected on satisfaction and tourist behavioral intention while the satisfaction had no relationship with tourist behavioral intention.
出处
《人文地理》
CSSCI
北大核心
2015年第3期137-144,150,共9页
Human Geography
基金
扬州大学创新培育基金项目(2012CXJ102)
国家自然科学基金项目(41271157)
国家旅游局规划项目(12TACK001)
关键词
感知价值
满意度
行为意向
旅游行为
tourist perceived value
satisfaction
behavioral intention
tourist behavior
作者简介
韩春鲜（1967-），女，新疆哈密人，副教授，博士，研究方向为旅游消费行为，旅游经济和区域可持续发展。E-mail：chunxian—hart@163．com。
