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	旅游者形象感知影响因素及其对忠诚影响; An Empirical Study on the Influencing Factors of Tourist Perceived Image and Their Effect on Tourist Loyalty
	粟路军 ; 黄福才
	2010
关键词	旅游地 形象感知 旅游者忠诚 影响因素 乡村旅游者 destination perceived image tourist loyalty influencing factors rural tourist
英文摘要	旅游者形象感知是旅游消费行为和营销领域的一个研究重点与热点。文章构建了旅游者形象感知影响因素及其对忠诚影响的整合模型,通过对乡村旅游者调查获取丰富基础数据,验证它们之间的相互关系。研究发现,服务公平是旅游者形象感知的最重要影响因素,感知价值是旅游者形象感知的较重要影响因素,服务质量是旅游者形象感知的重要影响因素,而旅游者参与对旅游者形象感知没有显著影响;旅游者形象感知是旅游者忠诚的重要前置变量,对重游倾向、口碑宣传具有显著正向影响,对寻找替代旅游地具有显著负向影响。文章最后提出相应管理启示,指出了研究局限及未来研究方向。; Tourist perceived image is an important and hot point in tourist consumption and tourism marketing.This paper constructs an integrated model of the influencing factors of tourist perceived image and their effect on tourist loyalty.With the data from a questionnaire survey of rural tourists,the paper examines the inter-relationship between tourist perceived image and its influencing factors on loyalty.Results reveal that service fairness and perceived value are most important,and service quality is an important influencing factor to perceived image of tourists.However,tourist participant has no significant impact on loyalty.Meanwhile,tourist perceived image is an important front variable of loyalty,and has a significantly positive impact on revisit intention and word-of-mouth advertising but a significantly negative effect on searching alternative destinations.; 教育部人文社会科学研究一般项目(09YJA790069)
语种	zh_CN
内容类型	期刊论文
源URL	[http://dspace.xmu.edu.cn/handle/2288/102612]
专题	管理学院－已发表论文
推荐引用方式 GB/T 7714	粟路军,黄福才. 旅游者形象感知影响因素及其对忠诚影响, An Empirical Study on the Influencing Factors of Tourist Perceived Image and Their Effect on Tourist Loyalty[J],2010.
APA	粟路军,&黄福才.(2010).旅游者形象感知影响因素及其对忠诚影响..
MLA	粟路军,et al."旅游者形象感知影响因素及其对忠诚影响".(2010).

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