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近几年来,民俗旅游越来越热,获得了广大旅行爱好者的青睐。由于自身丰富独特的资源,位于贵州省黔东南苗族侗族自治州的凯里市成为了知名的民俗旅游目的地。基于相关的文献研究,本文进行了关于游客感知、满意度和行为倾向之间关系的实证研究。本文运用一手数据,通过SPSS17.0和AMOS18.0两款软件,进行了描述性数据分析、探索性因子分析和验证性因子分析等多重分析。通过探索性因子分析,我们发现了关于游客选择民俗旅游目的地的四个维度:节日和活动、人造景观、食物以及住宿条件。我们通过结构方程模型进行研究假设的发展和验证。基于真实性理论框架,本文为当地旅游业的发展制定了相应的市场定位和发展措施。
In recent years, folklore tourism is getting hot and has won the favor of the majority of traveling lovers. Due to its rich and unique resources, Kaili, located in Guizhou’s Miao and Dong Autonomous Prefecture, Guizhou Province, has become a well-known folk tourist destination. Based on the literature review, this paper conducts an empirical study on the relationship between tourists’ perception, satisfaction and behavioral tendencies. This article uses first-hand data, through SPSS17.0 and AMOS18.0 two software, descriptive data analysis, exploratory factor analysis and confirmatory factor analysis and other multiple analysis. Through exploratory factor analysis, we found four dimensions about tourists choosing a folklore destination: festivals and events, man-made landscapes, food, and accommodation. We proceed with the development and validation of research hypotheses through structural equation modeling. Based on the theoretical framework of authenticity, this article has formulated corresponding market positioning and development measures for the development of the local tourism industry.