民族村寨旅游服务质量对游客行为意愿的影响研究--满意、不满意的中介作用

摘要

Based on the Self-management theory and Two Factors theory,this paper takes ethnic vil-lage tourists as the research obj ect,and uses structural equation modeling technology to study the influ-ence mechanism of perception of service quality factor VIII through the intermediary roles of satisfaction and dissatisfaction on tourists’behavioral intention.The research shows that five factors,namely,per-ception service quality assurance,empathy,culture study,aesthetic pleasure and pressure release,influ-ence tourists behavioral intention significantly and are the motivating factors that stimulate tourists‘be-havioral intention;while other three factors among health care factor of fundamental roles,i.e.,reliabili-ty of service quality,response and tangibility,are not obvious in affecting behavioral intention.The re-search conclusions provide with inspirations to enhance tourists’behavioral intention.%基于自我管理理论和双因素理论，以少数民族村寨游客为研究对象，运用结构方程建模技术，探析感知服务质量八因子通过满意、不满意的中介作用对游客行为意愿的影响。研究结果发现：感知服务质量保证性、移情性、文化学习、审美愉悦、压力释放五因子对游客行为意愿总影响效应显著，是刺激游客行为意愿产生的激励因素；而服务质量可靠性、响应性、有形性三因子对行为意愿的影响效应不显著，属于具有基础性作用的保健因素。研究结论对于提升游客行为意愿有重要的启示。