摘要
The successful bid for the 2022 Winter Olympics has provided a new opportunity for the popularization of ice-snow sports and making improvements in the efficiency of ice-snow tourism in China.Taking Zhangjiakou City in Hebei Province as the research object and using questionnaire analysis and the structural equation model(SEM),this paper examined several hypotheses of the relationship between tourist experiential value and tourist loyalty in the context of ice-snow tourism,and a mediation analysis was conducted to explore the moderating role of travel companions.The results show that:(1)The functional value,emotional value and social value have significant positive effects on tourist loyalty;(2)Tourist satisfaction is a partial mediator between functional value,emotional value,social value and tourist loyalty,and a full mediator between cognitive value and tourist loyalty;and(3)Travel companions play a significant moderating role in the influence of emotional value on tourist loyalty.Based on these findings,several suggestions are put forward for the high-quality development of ice-snow tourism in China,including developing ice-snow family tourism products,building an ice-snow brand with winter Olympics characteristics,constructing the ice-snow industrial system,and cultivating ice-snow culture.
2022年冬奥会的成功申办为我国冰雪运动普及和冰雪旅游提质增效提供了新的发展机遇。本文以冬奥会承办地河北省张家口市为研究对象,构建冰雪旅游情境下游客体验价值与忠诚度关系的假设与模型进行研究,运用问卷分析与构建结构方程模型的方法,对问卷数据进行分析并对假设与模型进行验证。结果表明:(1)冰雪旅游资源的功能价值、情感价值与社交价值对游客忠诚度有着显著的正向影响;(2)游客满意度在功能价值、情感价值、社交价值与游客忠诚度之间起到部分中介的作用,在认知价值与游客忠诚度之间起到完全中介的作用;(3)旅途伙伴在情感价值对游客忠诚度的影响过程中起着显著的调节作用。根据研究结论,提出开发冰雪家庭游产品、打造冬奥特色冰雪品牌、构建冰雪产业体系、培育特色冬奥冰雪文化等建议,以期为促进我国冰雪旅游发展提供参考。
基金
The National Social Science Foundation of China(20BJY199).
作者简介
Corresponding author:王娟,E-mail:wj@ouc.edu.cn。
