旅游景区形象对游客满意与游客忠诚的影响研究

摘要

旅游景区形象研究正成为旅游景区营销领域的热门话题之一。本研究提出了旅游景区形象五维度测量模型,并建立了旅游景区形象对游客满意与游客忠诚的影响机制模型。数据研究表明：⑴笔者开发的旅游景区形象量表具有良好的信度、组合信度、收敛效度、整体拟合度;⑵旅游景区形象各维度对游客满意与游客忠诚存在不同的影响效应。本研究对于开展旅游景区形象管理具有重要启示。%The study on the Tourist Attractions Image is becoming a hot topic of the marketing of tourist attractions.The paper proposes the five dimensions of the tourist attractions image measurement model,and the effects of tourist attractions image on visitor satisfaction and visitor loyalty.The empirical results show that:(1) the tourist attractions Image scale has good reliability and validity;(2) each dimension of tourist attractions Image has different effects on visitor satisfaction and visitor loyalty.The paper has important revelation in carrying out tourist attractions Image.