基于结构方程模型的游客满意度研究*--以昆明为例

摘要

根据美国顾客满意度指数模型，从游客体验、游客感知价值、游客满意度、游客忠诚度构建游客满意度结构方程模型，采用问卷调查的形式收集基础数据，对昆明游客特征和旅游特征进行了分析，并运用 A-MOS 对昆明游客满意度进行实证研究。研究结果表明：（1）结构模型：游客体验对游客感知价值、游客满意度对游客忠诚度、游客体验和游客感知价值对游客满意度均具有正面影响，并且游客体验对游客满意度的影响更大。（2）测量模型：服务质量、服务态度、景区基础设施对游客体验有着较大影响；总体评价是游客满意度的主要影响因子；推荐意愿是游客忠诚度的重要影响因子。%A structural equation model of tourist satisfaction is built through the following four as-pects:tourist experience,tourist perceived value,tourist satisfaction,tourist loyalty,and it is based on the American customer satisfaction index model.The characters of visitors and travel for Kunming are ana-lyzed base on questionnaire survey and the AMOS.Research shows the following aspects:firstly,for the structural model,there are positive influence on tourist experience to tourist perceived value,tourist satis-faction to tourist loyalty,tourist experience and tourist perceived value to tourist satisfaction.Among them,tourist experience plays a more important role on tourist satisfaction.Secondly,for the measure-ment model,service quality,service attitude,and the scenic area of infrastructure have a great influence on tourist experience.The overall evaluation is the main factor of tourist satisfaction;recommendation in-tention is the important factor of tourist loyalty.