观光型旅游地游客动机、交往意愿和体验质量之关系——以世界自然遗产地三清山为例

doi:10.18306/dlkxjz.2017.11.008

摘要/Abstract

摘要：

随着旅游业的发展,旅游情境下的主客交往方式愈发多元和复杂。现阶段旅游地主客交往的研究较多关注当地居民,而从游客视角深入研究旅游动机、主客交往意愿和旅游体验的相互影响机制较少。本文选取世界自然遗产地三清山为案例地,以实地问卷调查数据为基础,从主客交往意愿角度切入,构建了观光型旅游地游客视角的MCE(动机—交往意愿—体验质量)模型,并运用多群组的结构方程模型进行恒等性检验。结果表明：①三清山游客的旅游动机可以划分为体验生活、刺激/冒险、放松/逃避和社交/求知4种类型,主客交往意愿则划分为适度交往和密切交往2种维度;②体验生活、放松/逃避和社交/求知动机对适度交往意愿存在显著影响,刺激/冒险、放松/逃避动机和社交/求知动机对密切交往意愿存在显著影响;③密切交往意愿比适度交往意愿更能影响游客的旅游体验质量;④分别对三清山男女样本进行多群组分析,因素恒等性检验显示模型具有跨样本的稳定性。

关键词: 主客交往, 旅游动机, 旅游体验, 结构方程模型, 因素恒等性检验, 三清山

Abstract:

With the development of tourism, host-guest relationship at tourism destinations is increasingly diverse and complex. Existing studies on host-guest relationship have paid much attention on local residents. But few studies have explored the mutual influencing mechanism among tourist motivation, contact intention, and tourists' experience quality, especially from the perspective of tourists. This study employed an on-site survey in Mount Sanqingshan National Park to build the tourist perspective motivation-contact intention-experience quality (MCE) model. We also applied the invariance measurement with the multi-group structural equation model. The result shows that tourist motivations at the sightseeing destination can be classified into four categories: experiencing life motivation, excitement/adventure motivation, relaxation/escape motivation, and socializing/knowledge motivation. Tourists' contact intention can be divided into two dimensions: moderate contact intention and close contact intention. The modeling result indicates that tourist motivations of experiencing life, relaxation/escape and socializing/knowledge have direct effect on moderate contact intention, and tourist motivations of excitement/adventure, relaxation/escape, and socializing/knowledge have direct effect on close contact intention. Close contact intention has a greater influence on tourists' experience quality than moderate contact intention. We also divided the samples into gender groups for invariance measurement with the multi-group structural equation model. We found that the model built in this study showed stability across samples.

Key words: host-guest relationship, tourist motivation, tourists' experience, structural equation model, invariance measurement, Mount Sanqingshan National Park

陈星, 张捷, 张宏磊. 观光型旅游地游客动机、交往意愿和体验质量之关系——以世界自然遗产地三清山为例[J]. 地理科学进展, 2017, 36(11): 1391-1401.

Xing CHEN, Jie ZHANG, Honglei ZHANG. Relationship between tourists' motivation, contact intention, and experience quality in sightseeing destination: The case of Mount Sanqingshan National Park[J]. PROGRESS IN GEOGRAPHY, 2017, 36(11): 1391-1401.

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作者	研究视角	案例地类型	影响因素选择	研究结论
孟威等, 2009	居民和游客	周庄(历史城镇类)	人口学特征、消费水平、出游形式、停留时间	非旅游从业者更看重旅游者属性的社会、文化等因素
欧阳军, 2003	居民和游客	大理、丽江(观光型景区)	动机、经济关联类、人口学特征、环境类、文化习俗类等	主客交往效应的好坏与主客交往模式存在一定的关联
梁旺兵, 2009	居民和游客	西安(城市类)	人口学特征、心理因素、旅游满意度、旅游体验感知	语言和文化习俗的差异都是影响其交往的主要因素
张宏梅等, 2010	游客	广西阳朔(观光型景区)	人口学特征、态度、满意度等	主客交往显著影响目的地形象,进而显著影响满意度
Reisinger et al, 1997	游客	澳大利亚	文化因素、国别等	跨文化的意识、理解和接受对于旅游活动的开展十分重要
Pizam et al, 1996	游客	韩国	文化差异、停留时间、旅游行为等	不同国别游客存在一定的感知差异,其中日韩差异最小,美韩差异最大
Pizam et al, 2000	游客	以色列	游客类型、感知态度等	游客的类型对旅游感知有影响,游客与居民之间的沟通会产生积极的结果
Park et al, 2015	居民	韩国	环境感知、满意度等	环境感知态度影响人们对社会结构和形态的满意度,进而对旅游支持度也有影响

旅游动机分类 (A)	探索性因子分析(EFA)		验证性因子分析(CFA)
旅游动机分类 (A)	均值	因子载荷	因子载荷系数	(B) (C) 路径系数(修正后)
一、体验生活(25.27)				(0.887) (0.611)
M1 观赏独特的自然风光	4.33	0.777	0.55	0.74
M2 体验不同生活方式	4.15	0.773	0.74	0.86
M3 丰富生活经历	4.22	0.722	0.62	0.79
M4 了解当地风俗习惯	4.00	0.680	0.62	0.79
M5 体验不同的文化	4.03	0.606	0.52	0.72
二、刺激/冒险(44.07)				(0.840) (0.725)
M6 冒险或寻求刺激	3.69	0.861	0.64	0.80
M7 激发生活或创作灵感	3.79	0.832	0.81	0.90
三、放松/逃避(62.53)				(0.832) (0.624)
M8 摆脱常规生活	3.85	0.850	0.64	0.80
M9 缓解生活压力/工作压力	4.03	0.844	0.76	0.87
M10 放松身心	4.20	0.625	0.47	0.69
四、社交/求知(75.83)				(0.677) (0.512)
M11 与朋友谈论旅游经历	3.96	0.813	0.54	0.73
M12 陪同亲人或朋友	4.07	0.773	0.45	0.70

主客交往意愿 (A)	探索性因子分析（EFA）		验证性因子分析（CFA）
主客交往意愿 (A)	均值	因子载荷	因子载荷系数	(B) (C) 路径系数(修正后)
一、适度交往意愿(37.52)				(0.862) (0.557)
MC1 与当地居民谈论此次旅行	3.87	0.838	0.85	0.84
MC2 向当地居民问路	4.15	0.803	0.68	0.72
MC3 和当地居民一起参加登山/观光活动	3.76	0.788	0.71	0.68
MC4 和当地居民一起照相	3.61	0.767	0.76	0.69
MC5 和当地居民一起参加娱乐活动	3.85	0.763	0.75	0.79
二、密切交往意愿(70.92)				(0.854) (0.594)
CC1 到居民家里拜访	3.28	0.849	0.83	0.78
CC2 和当地居民交换联系方式	3.24	0.827	0.79	0.82
CC3 和当地居民互赠礼物	3.51	0.750	0.72	0.76
CC4 和当地居民谈论家庭或工作	3.11	0.834	0.78	0.72

旅游体验 (A)	探索性因子分析（EFA）		验证性因子分析（CFA）
旅游体验 (A)	均值	因子载荷	因子载荷系数	(B) (C) 路径系数(修正后)
一、参与程度(34.17)				(0.689) (0.526)
P1 参与活动的主动程度	4.04	0.864	0.60	0.73
P2 氛围的融入程度	3.77	0.866	0.60	0.72
二、满意程度(81.16)				(0.792) (0.518)
S1 满意程度	3.99	0.802	0.63	0.64
S2 愉悦程度	4.00	0.901	0.80	0.80
S3 难忘程度	4.05	0.877	0.70	0.71

	CR	AVE	体验	刺激	放松	社交	适度	密切	参与	满意
体验	0.887	0.611	0.78
刺激	0.840	0.725	0.46	0.85
放松	0.832	0.624	0.40	0.36	0.79
社交	0.677	0.512	0.39	0.40	0.48	0.72
适度	0.862	0.557	0.33	0.33	0.42	0.38	0.75
密切	0.854	0.594	0.23	0.32	0.33	0.34	0.59	0.77
参与	0.689	0.526	0.29	0.29	0.34	0.31	0.32	0.26	0.73
满意	0.792	0.518	0.30	0.30	0.29	0.30	0.23	0.29	0.39	0.72