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旅游地忠诚的旅游者是其发展的重要资源,旅游者忠诚度机制研究有利于更全面地认识旅游者忠诚现象,帮助旅游地管理者制定有效的旅游者忠诚培育的战略。在文献回顾的基础上,尝试从交易过程、关系过程相结合的视角分析影响旅游地忠诚的要素,并尝试构建旅游地旅游者忠诚度机制的理论模型。通过问卷调查获得旅游者感知价值、满意度、信任和忠诚度数据,采用结构方程模型方法,以黄山风景区为案例地进行实证分析,检验模型拟合度及各变量对旅游者忠诚度的影响。结果显示,在影响旅游者忠诚度的各因素中,满意度对旅游者忠诚度的影响最大,路径系数是0.41;信任是影响旅游者忠诚度的另一重要因素,路径系数是0.21。
The loyal tourist in tourism is an important resource for its development. The research on tourist loyalty mechanism will help to understand tourist loyalty more fully and help the tourist manager to formulate an effective tourist loyalty cultivation strategy. Based on the review of the literature, this paper attempts to analyze the factors that affect the loyalty of tourist destinations from the perspective of transaction process and relationship process, and tries to construct a theoretical model of tourist loyalty mechanism. Through questionnaire survey, tourists’ perceived value, satisfaction, trust and loyalty data were obtained. Employing structural equation modeling method, Huangshan Scenic Spot was used as an example to test the model fitting degree and the impact of variables on tourist loyalty . The result shows that satisfaction has the greatest impact on the loyalty of tourists, the path coefficient is 0.41; and trust is another important factor affecting the loyalty of tourists. The path coefficient is 0.21.