陈星
, 张捷, 张宏磊
CHEN Xing, ZHANG Jie, ZHANG Honglei
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版权声明: 2017 地理科学进展 《地理科学进展》杂志 版权所有
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作者简介：陈星(1991-),女,海南乐东人,硕士,助理工程师,主要研究方向为旅游地理、主客关系等,E-mail: chen.x555@163.com。
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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。
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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.
Keywords：
20世纪以来,随着旅游业的发展,旅游地居民和游客之间的相互联系也越来越密切,旅游地主客交往研究也越来越受到学者们的关注。主客交往可称为主客关系(Host-guest Relationship),主客接触(Host-guest Contact)或主客交往(Host-guest Interaction)等(汪侠等, 2012; Ariffin, 2013)。旅游的发展促进了旅游情境下人际交往空间的扩大。主客交往体现了社会关系结构,并且与文化习俗、宗教信仰、语言文字、社会制度、经济发展水平等具有密切的联系。旅游情境下主客交往的双方是游客和东道主(张宏梅等, 2010),在社会文化结构和地理区域空间上具有特殊性。
主客交往范式是旅游理论研究中的重要方面,富有生命力和活力(Aramberri, 2001)。国外旅游学界的主客交往研究起自20世纪60年代,主要包括理论和模型(Aramberri, 2001; Mcintosh, 2004)、影响因素(Reisinger et al, 1997; 张宏梅等, 2010)、交往效应(梁旺兵, 2009; Hosany et al, 2013)、主客交往驱动力(Lee et al, 2009)等内容。主客交往研究最先侧重于经济效应,后来逐渐转向社会文化效应研究,并逐渐形成多学科交叉的发展态势。国内这方面研究始于20世纪90年代,主要包括交往模式、影响因素、驱动力、交往效应和交往情景等方面(梁旺兵, 2009; 张宏梅等, 2010; 汪侠等, 2012; 张机等, 2016)。旅游地主客交往强调了旅游地的特定空间(地理环境、文化环境)、主客交往的暂时性和影响效应的复杂性。主客交往对于旅游地发展的影响十分复杂,旅游地主客交往需要进行合理的引导,否则有可能带来消极甚至负面影响(Pizam et al, 2000; Gursoy et al, 2010),如可能导致旅游地传统语言的消失、外来文化的入侵,甚至导致犯罪的隐患等(Lee et al, 2009; 汪侠等, 2012; Kim et al, 2014)。也有学者认为,旅游地主客交往能产生积极的效应,能有效地促进当地社会结构优化、旅游业良好发展、主客之间的良好沟通等(Reisinger et al, 1997; Pizam et al, 2000; Uriely et al, 2000)。
游客与居民交往存在多种影响因素,诸如游客类型(Uriely et al, 2000; Paris et al, 2015; Park et al, 2015; Perdue et al, 1990)、主客交往动机(Chen et al, 2013; Li et al, 2015)、主客交往特点(梁旺兵, 2009; Ivana et al, 2014; Romão et al, 2014)等。现阶段主客交往的研究中,关于居民和游客的研究侧重于人口学特征、消费方式等因素;而侧重于游客的研究较关注文化差异和旅游行为(表1)。此外,主客交往的内容、方式、深度等会影响游客的旅游体验、旅游行为、旅游满意度、旅游形象感知等(Pizam et al, 2000; Jin et al, 2015)。张宏梅等(2010)研究了主客交往偏好对旅游地形象与满意度的影响。Pizam等(2000)认为主客交往中游客对东道主的情感越正面,游客对旅游体验的满意度也越高。旅游地需要为游客和居民构建一个更好传递积极信息的渠道,良好的情绪有助于激发游客参观游览,提高旅游地的竞争力(Wang et al, 2015)。
表1 主客交往的影响因素和效应研究
Tab.1 Research on factors affecting host-guest relationship and their effects
| 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 |
随着旅游业的蓬勃发展,研究者逐渐认识到社会交往中主客之间的态度、价值认知和感知对主客交往效应具有重要影响(卢松等, 2008; Yuksel et al, 2010; 张宏梅等, 2010; Yu et al, 2012)。深入研究主客交往的关键要素与游客动机和体验的关系能有效促进旅游目的地的体验式旅游开发,提高游客的旅游体验质量。本文参考Bagozzi(1992)的态度理论构建概念模型,根据旅游动机、主客交往、旅游体验等理论构建了游客视角的MCE(动机—交往意愿—体验质量)模型。选取三清山为案例地,以实地问卷调查数据为基础,深入分析旅游动机与主客交往意愿的关系,研究主客交往意愿对旅游体验的影响。此外,还构建了多群组的结构方程模型进行因素恒等性检验,进一步研究模型的稳定性。研究可为旅游目的地的主客交往机制建立和旅游体验提升措施制定提供重要的依据。
在构建概念模型时,参考了Bagozzi(1992)的态度理论,得出模型可包括认知的态度、评价、情感反应和行为变化等过程(Bagozzi, 1992; Chen et al, 2013)。根据文化地理、社会地理、区域地理和旅游地理等相关知识,结合观光型旅游地游客的特征,构建了旅游动机、交往意愿、参与程度与满意度之间相互关系的概念模型(图1)。
游客动机量表参考Baloglu等(1999)提出的量表,游客交往意愿量表则是参考了Reisinger、Pizam和 Uriely等学者的测量指标(Reisinger et al, 1997; Pizam et al, 2000; Uriely et al, 2000)并结合三清山的实际情况进行调整。参考Bigné等(2001)的测量指标,将旅游体验的测量分为参与程度和满意度2个维度。本文最终的问卷主要包括14个测量项目的游客动机量表、11个测量项目的交往意愿量表、5个测量项目的旅游体验量表和人口学特征及出行特征等内容。动机研究方面采用李克特五级量表,根据游客对各项目的看重程度来反映其旅游动机,填答选项及分数从“非常不重要=1”到“非常重要=5”,得分越高表示游客认为该动机因素越重要。交往意愿量表和旅游体验量表也采用李克特五级量表,交往意愿程度从“非常不愿意=1”到“非常愿意=5”反映游客对不同项目的态度;旅游体验从“程度很低=1”到“程度很高=5”反映游客的体验感知。
本项分为3个阶段：首先,运用探索性因子分析识别游客动机、主客交往意愿的维度,构建结构变量,建立理论模型;其次,对模型进行验证性因子分析和路径分析,测量变量之间的关系,并对理论进行验证;最后,构建多群组结构方程模型进行因素恒等性检验,可进一步确定模型的稳定性和有效性。
2.1.1 游客的旅游动机与交往意愿的关系
旅游动机是一种有意识的心理状态,也是人们逃离日常生活烦恼的重要推动力(Baloglu et al, 1999; Faullant et al, 2011)。Cohen(1972)将游客分为寻求熟悉事物、寻求陌生和新奇等类型。Li等(2015)认为,文化是消费行为的决定因素,结合文化格群理论,划分了不同文化类型游客的旅游动机。主客交往的动机会影响交往态度和效果(汪侠等, 2012),也能反映游客的价值观、偏好和行为等特征(Pizam et al, 2000; Kim et al, 2014, 2015)
交往意愿是指游客对与居民交往的倾向性和偏好型,反映了主客交往的态度。张宏梅等(2010)在对主客交往偏好的研究中将交往的方式分为适度交往和密切交往。Heuman(2005)认为主客交往中涉及责任和义务,而不是金钱互惠时主客交往更加融洽。旅游动机能反映旅游目的、游客类型、体验需求等因素,对于主客交往的态度也有重要影响。基于此,本文提出以下假设：
H1：旅游动机对适度交往意愿有正向影响。
H2：旅游动机对密切交往意愿有正向影响。
2.1.2 游客的交往意愿与旅游体验的关系
主客交往态度的变化与游客旅游体验息息相关(张宏梅等, 2010; Lagarense et al, 2015)。主客间可能存在的文化差异体现在价值观、社会行为、认知、需求、信仰、语言等方面(Reisinger et al, 1997, 2007),文化差异会形成主客交往的障碍(Mcintosh, 2004; Lee et al, 2009) 。游客对居民和旅游地认知、评价会影响情感反应和行为(Chen, 2013),游客与居民的情谊越深,对居民和旅游地的态度越积极(Pizam et al, 2000; Bigné et al, 2001; 张宏梅等, 2010)。游客对当地文化的感知、评价能提高游客参与旅游活动的积极性(Wu et al, 2013),融入旅游地的文化氛围有利于旅游活动更高的满意度(Carlos Monterrubio et al, 2014; Lagarense et al, 2015)。基于此,本文提出以下假设：
H3：适度交往意愿对旅游活动的参与程度有正向影响。
H4：适度交往意愿对旅游满意度有正向影响。
H5：密切交往意愿对旅游活动的参与程度有正向影响。
H6：密切交往意愿对旅游满意度有正向影响。
2.1.3 游客的参与程度与满意度的关系
旅游中的满意度可以用于衡量旅游体验质量,反映了旅游活动和服务的感知体验(Alegre et al, 2010)。旅游满意度有利于促进游客对目的地的忠诚度(Chen et al, 2007; Yuksel et al, 2010),是游客对旅游地感知的重要测量内容(Alegre et al, 2010)。王婉飞等(2009)在对上海城隍庙、南京夫子庙和杭州清河坊的游客体验研究中提出,要深化游客体验需提高游客融入度和互动参与度,而且这两者对于游客体验的愉悦有直接的影响。基于此,本文提出以下假设：
H7：旅游活动的参与程度对满意度有正向影响。
三清山风景名胜区(以下称三清山)位于江西省上饶市东北部,是世界自然遗产地,道教名山,景区总面积756.6 km2,其中核心景区面积230 km2。三清山区位条件良好,资源禀赋优越,旅游业发展快速,景区以花岗岩石柱和山峰为主要特色。三清山属于东部地区重要的山岳型景区,三清宫、东方女神等景点深受游客喜爱,客源市场主要为江西、浙江和湖北等。2008年申遗成功以来,游客量日益增加,在给基层设施和资源带来压力的同时,对旅游地居民也有很大影响。
南京大学三清山项目调查小组于2013年6月10-15日在世界遗产地三清山,以游览后的游客为对象进行便利抽样调查。三清山共发放问卷600份,回收580份,有效523份,回收率及有效率分别为96.7%和90.2%。统计结果显示,女性比率(55.9%)略高;以中青年为主,其中25~39岁占57.8%;收入水平中等;受教育程度总体较高,51.7%有大专以上学历;企事业单位人员(23.6%)和学生(16.4%)较多;客源地来源广泛,较多的省份为江西(27.2%)、浙江(20.5%)和湖北(13.2%)。运用统计软件对问卷数据进行初步整理和检查,对异常数据进行核实、校正和剔除,缺失值采用均值替代法进行处理。
对旅游动机测量项进行探索性因子分析。一般认为特征值大于1且因子负荷大于0.4时,因子的选取较为有意义,剔除因子负荷小于0.5的项目,去掉了“结识新朋友”和“增加知识”2项。三清山样本的KMO度量值为0.907,Bartlett的球形检验近似卡方值为344.208(df=66,Sig=0.000),反映问卷数据适合因子分析,游客动机均可分为4个维度(表2)。
表2 游客动机分类的探索性因子分析(EFA)与验证性因子分析(CFA)结果
Tab.2 Exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) of tourist motivations
| 旅游动机分类 (A) | 探索性因子分析(EFA) | 验证性因子分析(CFA) | |||
|---|---|---|---|---|---|
| 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 | |
采用最大似然估计法行验证性因子分析,进一步探讨测量变量和潜变量之间的联系,评估模型的效度和信度。在4个动机维度上分别提取了载荷较大的因子,用于下一步的结构方程方析。最终模型中测量指标在潜变量上的载荷介于0.70~0.90之间。组合信度基本高于0.70,平均方差提取值AVE基本符合标准,观察变量对潜在变量的平均解释能力较好。
对主客交往意愿进行主成分分析。结合三清山交通出行方式等特征,剔除因子负荷小于0.5的选项,去掉“乘坐当地人的私车”和“与当地居民握手”2项。三清山样本的KMO度量值为0.888,Bartlett的球形检验近似卡方值为2720.713(df=36,Sig=000),表明问卷数据适合因子分析,两个样本的游客动机均可分为2个维度(表3)。
表3 主客交往意愿分类的EFA与CFA结果
Tab.3 Exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) of tourists' contact intention
| 主客交往意愿 (A) | 探索性因子分析（EFA） | 验证性因子分析（CFA） | |||
|---|---|---|---|---|---|
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 | |
同样运用了验证性因子分析,评估模型的效度和信度。结果显示潜变量上的载荷介于0.64~0.84之间;平均方差提取值AVE符合标准。观察变量对潜变量的平均解释能力较好。
对旅游体验进行主成分分析。样本的KMO度量值为0.791,表明问卷数据适合因子分析,2个样本的游客动机均可以分为2个维度。
同样,通过验证性因子分析得知,测量指标在潜变量上的载荷介于0.64~0.80之间,平均方差提取值AVE符合标准(表4),测量指标的可信度基本符合标准。
表4 旅游体验分类的EFA与CFA结果
Tab.4 Exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) of tourists' experience
| 旅游体验 (A) | 探索性因子分析（EFA） | 验证性因子分析（CFA） | |||
|---|---|---|---|---|---|
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 | |
通过分析模型中各项潜变量的组合信度、平均提取方差(AVE)以及各潜变量之间的相关性,进行模型的结构效度和区分效度分析。从表5中可知：各潜变量的AVE值介于0.512~0.624之间,均大于最小值0.50,各项潜变量之间的相关性系数小于各潜变量的AVE数据,显示出模型具有良好的区分效度(Garbarino et al, 1999)。
表5 区分效度分析
Tab.5 Discriminant validity
| 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 |
本文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,并将样本分为男性和女性两类,也构建了模型进行对比研究。根据温忠麟等(2004)提出的拟合指数进行检验和修正。在修正过程中充分考虑游客动机、主客交往意愿等因素的复杂性,把部分指标变量的误差设成共变关系。从误差项方差数值进一步验证模型符合基本适配度检验标准。整体修正模型中(表6),绝对模型拟合指数、相对拟合指数基本达到标准,其中GFI=0.902、NFI=0.912、CFI=0.943、RMSEA=0.076,模型整体拟合优度较好。分别对男性和女性样本进行模型的构建,并且对其进行修正,拟合效果也相对较好。
表6 结构方程模型拟合度检验
Tab.6 Test result of goodness-of-fit index for structural equation modeling (SEM)
| 拟合指数 | 绝对拟合指数 | 相对拟合指数 | 简约指数 | |||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| CMIN/DF | RMSEA | GFI | AGFI | PGFI | NFI | IFI | TLI | CFI | PRATIO | PNFI | PCFI | |||
| 理想值 | 2.0-5.0 | ≤0.08 | ≥0.90 | ≥0.90 | >0.50 | ≥0.90 | >0.90 | >0.90 | >0.90 | >0.50 | >0.50 | >0.50 | ||
| 三清山整体(原) | 6.201 | 0.100 | 0.773 | 0.723 | 0.634 | 0.787 | 0.815 | 0.790 | 0.814 | 0.886 | 0.697 | 0.721 | ||
| 三清山整体(修) | 2.641 | 0.056 | 0.902 | 0.873 | 0.697 | 0.912 | 0.944 | 0.932 | 0.943 | 0.832 | 0.759 | 0.785 | ||
| 三清山男性(原) | 3.209 | 0.105 | 0.712 | 0.649 | 0.584 | 0.722 | 0.791 | 0.761 | 0.788 | 0.886 | 0.640 | 0.698 | ||
| 三清山男性(修) | 2.391 | 0.052 | 0.908 | 0.881 | 0.704 | 0.920 | 0.952 | 0.942 | 0.952 | 0.835 | 0.768 | 0.795 | ||
| 三清山女性(原) | 3.336 | 0.096 | 0.765 | 0.713 | 0.628 | 0.764 | 0.822 | 0.797 | 0.821 | 0.886 | 0.677 | 0.727 | ||
| 三清山女性(修) | 2.463 | 0.053 | 0.904 | 0.878 | 0.706 | 0.917 | 0.949 | 0.939 | 0.949 | 0.840 | 0.771 | 0.798 | ||
根据研究结果(表7)得知,假设H1和H2均部分成立,体验生活、刺激/冒险和放松/逃避动机对适度交往意愿存在显著影响,而刺激/冒险、放松/逃避和社交/求知动机对密切交往意愿存在显著影响(图2)。主客交往包括适度交往和密切交往2类(张宏梅等, 2010),适度交往主要为旅游层面的交往,而密切交往则是建立交往深入的联系。不同类型动机对交往意愿方式存在一定差异,如社交/求知动机对适度交往意愿不存在显著影响,而对密切交往具有显著影响,可能是社交/求知等动机所反映的社交欲望和好奇心会激发人际交往的动力,从而影响了交往意愿。
表7 理论模型假设验证结果
Tab.7 Hypotheses testing results
| 研究假设 | 路径系数 | S.E. | C.R. | 结果 |
|---|---|---|---|---|
| H1: 旅游动机对适度交往意愿有正向影响 | 部分成立 | |||
| H1-1: 体验生活动机对适度交往意愿有正向影响 | 0.38 | 0.134 | 3.933*** | 成立 |
| H1-2: 刺激/冒险动机对适度交往意愿有正向影响 | 0.21 | 0.073 | 2.775** | 成立 |
| H1-3: 放松/逃避动机对适度交往意愿有正向影响 | 0.34 | 0.080 | 4.169*** | 成立 |
| H1-4: 社交/求知动机对适度交往意愿有正向影响 | 0.15 | 0.094 | 1.880 | 不成立 |
| H2: 旅游动机对密切交往意愿有正向影响 | 部分成立 | |||
| H1-1: 体验生活动机对密切交往意愿有正向影响 | 0.08 | 0.144 | 0.738 | 不成立 |
| H1-2: 刺激/冒险动机对密切交往意愿有正向影响 | 0.19 | 0.079 | 2.349* | 成立 |
| H1-3: 放松/逃避动机对密切交往意愿有正向影响 | 0.17 | 0.087 | 2.207* | 成立 |
| H1-4: 社交/求知动机对密切交往意愿有正向影响 | 0.30 | 0.104 | 3.448*** | 成立 |
| H3：适度交往意愿对旅游活动的参与程度有正向影响 | 0.34 | 0.051 | 5.140*** | 成立 |
| H4：适度交往意愿对旅游满意度有正向影响 | 0.05 | 0.054 | 0.751 | 不成立 |
| H5：密切交往意愿对旅游活动的参与程度有正向影响 | 0.23 | 0.051 | 3.476*** | 成立 |
| H6：密切交往意愿对旅游满意度有正向影响 | 0.12 | 0.052 | 2.069* | 成立 |
| H7：旅游活动的参与程度对满意度有正向影响 | 0.61 | 0.073 | 9.591*** | 成立 |
图2 游客视角的MCE(动机-交往意愿-体验质量)模型
Fig.2 Test result of the structural equation modeling (SEM) of tourist motivation, tourists' contact intention,and tourist experience
假设H3成立而H4不成立,反映了适度交往意愿能促进旅游活动的参与,但是对满意度没有直接显著影响。旅游者的期望等主观因素对活动的互动参与有影响,并且会进一步影响游客的满意度(王婉飞等, 2009)。假设H5和H6均成立,反映了密切交往意愿对参与度感知和满意度感知均存在显著正向影响,即密切交往意愿对游客体验质量具有重要的影响。密切交往意愿反映游客在情感和认知层面与居民有较深的认同感,愿意去与居民深入沟通,无论现实中能否实现,都能在旅游感知过程中产生潜在的影响,促进旅游体验质量的提升。旅游地居民广泛、深入的旅游参与对目的地的社会经济发展、环境质量提升和文化保护等具有重要意义(Lagarense et al, 2015; Wang et al, 2015)。
分别以三清山男性样本作为测度样本,三清山女性样本作为效度样本进行验证性因子分析,拟合指数较好,表明模型整体的一致性(表8)。三清山男女样本的恒等性检验结果显示,相对应于限定条件所增加的自由度,卡方增量Δχ2均未达到显著水平,其他所有拟合指数很好,接受恒等性检验的假设。结果反映了三清山结构方程模型具有结构形态、因子负荷以及路径上的稳定性和有效性。由此可知,本文构建的观光型旅游地游客视角的MCE(动机—交往意愿—体验质量)模型具有跨样本的稳定性和有效性。
表8 因素恒等性检验的拟合指数
Tab.8 Goodness-of-fit of invariant measurement
| 限制条件 | Chi-square | df | NCP | RMSEA | NFI | IFI | CFI | ||
|---|---|---|---|---|---|---|---|---|---|
| 三清山男女样本对比 | 模型一 | 无限制模型 | 1349.182 | 562 | 787.182 | 0.055 | 0.818 | 0.885 | 0.883 |
| 模型二 | 限制因子负荷相同 Δχ2(19)=25.486(P=0.145);ΔNFI=0.003; ΔIFI=0.004;ΔTLI=-0.003 | 1376.241 | 580 | 796.241 | 0.055 | 0.814 | 0.883 | 0.882 | |
| 模型三 | 显著负荷、测量误差方程等同 Δχ2(30)=33.729(P=0.292);ΔNFI=0.004; ΔIFI=0.005;ΔTLI=-0.006 | 1416.443 | 591 | 825.443 | 0.055 | 0.809 | 0.879 | 0.878 | |
| 模型四 | 显著负荷、误差、路径系数等同 Δχ2(40)=45.802(P=0.244);ΔNFI=0.006; ΔIFI=0.006;ΔTLI=-0.008 | 1427.902 | 601 | 826.902 | 0.055 | 0.807 | 0.878 | 0.877 |
本文结合社会地理、文化地理、区域地理和旅游地理的相关理论,以主客交往为切入点,研究旅游地主客交往的作用机制,尤其是旅游动机和主客交往意愿的关系和主客交往意愿对旅游体验的影响。选取世界自然遗产地三清山为案例地,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,对模型的稳定性进行分析。通过研究得到以下结论：
(1) 观光型旅游地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/求知等4种类型。参考Baloglu等(1999)的旅游动机量表,并结合三清山旅游发展特征构建旅游动机量表并通过探索性因子分析得到4种旅游动机类型。体验生活维度的旅游动机,如观赏独特的自然风光、体验不同生活方式和丰富生活经历等项目的均值较高,而刺激/冒险维度的动机,如冒险或寻求刺激,激发生活或创作灵感等均值较低。
(2) 观光型旅游地游客视角的交往意愿可以划分为适度交往意愿和密切交往意愿2个维度。量表制定时参考Reisinger等(2007)、Pizam等(2000)、张宏梅等(2010)学者的测量指标。适度交往意愿包括与当地居民谈论此次旅行、向当地居民问路、和当地居民一起参加登山/观光活动等,与旅游活动密切相关,而密切交往意愿则与生活层面的相互沟通意愿相关。
(3) 不同类型的旅游动机对主客交往意愿有不同影响。适度交往主要是在旅游过程与居民的相互联系和来往,密切交往则强调交往关系的建立和保持初步的联系等(张宏梅等, 2010)。有强烈的好奇心和社交欲望的游客更愿意与当地居民进行深入的交流。
(4) 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。适度交往意愿直接影响参与度,对满意程度没有显著影响,而密切交往意愿直接影响游客满意度。积极的情绪和强烈的地方认同能影响游客的满意度和忠诚度(Yuksel et al, 2010)。有效引导主客交往能有效推动旅游的健康发展,本文研究结果与Pizam等(2000)、Reisinger等(2007)、Jin等(2015)学者的研究结论相对较为一致。营造良好的旅游地主客交往环境、加强主客沟通能有效促进旅游体验质量的提升,从而推动旅游的良好发展。
(5) 观光型旅游地游客视角的MCE(动机—交往意愿—体验质量)模型具有稳定性。不同案例地进行比较验证,才能更好地检验所提出的理论模型与假设路径的有效性(史春云等, 2008)。本文对三清山男女样本进行多群组分析,通过因素恒等性检验分析模型的稳定性和可比性,并进一步验证理论假设。结果显示三清山结构方程模型具有结构形态、因子负荷以及路径上的稳定性和有效性,具有一定的跨样本稳定性。
The authors have declared that no competing interests exist.
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以世界遗产地九寨沟和庐山为例,基于游客感知视角,经过验证性因子分析、复核效度检验、因素恒等性检验发现,游客感知理论模型具有跨样本的稳定性和有效性。均值模型研究发现,除了服务感知结构变量,游客对九寨沟的资源和社区态度感知都显著优于庐山,总体满意度与忠诚度也好于庐山,因此九寨沟具有更突出的旅游竞争力。本研究拓展了旅游地竞争力定量评价研究方法,创新地将结构方程均值模型成功应用于不同类型的旅游地,建立社区态度结构变量,定量测度了社区利益主体与游客之间存在的交互作用,显示旅游地建设不能忽视社区各利益主体对游客和旅游业发展的态度。
Structural equation model for tourism destination competitiveness from tourists' perception perspectives [J].https://doi.org/10.3321/j.issn:1000-0585.2008.03.023 URL [本文引用: 1] 摘要
以世界遗产地九寨沟和庐山为例,基于游客感知视角,经过验证性因子分析、复核效度检验、因素恒等性检验发现,游客感知理论模型具有跨样本的稳定性和有效性。均值模型研究发现,除了服务感知结构变量,游客对九寨沟的资源和社区态度感知都显著优于庐山,总体满意度与忠诚度也好于庐山,因此九寨沟具有更突出的旅游竞争力。本研究拓展了旅游地竞争力定量评价研究方法,创新地将结构方程均值模型成功应用于不同类型的旅游地,建立社区态度结构变量,定量测度了社区利益主体与游客之间存在的交互作用,显示旅游地建设不能忽视社区各利益主体对游客和旅游业发展的态度。
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旅游主客交往研究进展及展望 [J].https://doi.org/10.3969/j.issn.1003-6539.2012.11.004 URL [本文引用: 4] 摘要
居民和游客是旅游开发中的两个关键群体，自20世纪70年代以来，有关主客交往的研究一直为学界所关注。本文根据国内外旅游主客交往的研究文献，对主客交往的理论框架、影响因素、交往效应、交往驱动力、交往满意度、交往场景、研究方法等方面的进展进行了详细的综述，分析了当前主客交往在理论框架、研究内容、研究方法、研究学科中存在的问题。基于此，提出未来主客交往研究应加强以下3方面的工作：注重理论体系的构建；注重研究内容的前瞻性；注重多学科的交叉研究。
Research on host-guest interaction in tourism: Progress and prospects [J].https://doi.org/10.3969/j.issn.1003-6539.2012.11.004 URL [本文引用: 4] 摘要
居民和游客是旅游开发中的两个关键群体，自20世纪70年代以来，有关主客交往的研究一直为学界所关注。本文根据国内外旅游主客交往的研究文献，对主客交往的理论框架、影响因素、交往效应、交往驱动力、交往满意度、交往场景、研究方法等方面的进展进行了详细的综述，分析了当前主客交往在理论框架、研究内容、研究方法、研究学科中存在的问题。基于此，提出未来主客交往研究应加强以下3方面的工作：注重理论体系的构建；注重研究内容的前瞻性；注重多学科的交叉研究。
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城市游憩商业区(RBD)深度体验研究 [J].https://doi.org/10.3785/j.issn.1008-942X.2009.01.006 URL [本文引用: 1] 摘要
？随着经济水平和信息技术的提高,游憩商业区(RecreationalBusinessDistrict,RBD)已在城市旅游中迅速发展,并成为新的旅游经济增长点.在不同区域,RBD又呈现出不同的特点.长三角地区最具代表性的三处游憩商业区为:上海城隍庙/豫园RBD、南京夫子庙/秦淮河RBD及杭州清河坊RBD.三地在影响游客体验方面的共同因素为游客融入度和RBD互动参与性,两者对于游客体验的愉悦度具有直接而深刻的影响;但在具体影响程度上,三地又各有不同,其中上海城隍庙RBD大于杭州清河坊RBD,而南京夫子庙RBD则略逊.此外,三地还各自受其他不同因素的影响,如环境与服务质量、文化氛围等.而在深化RBD游客体验方面,最主要的还是从提高游客融入度和RBD互动参与性两方面入手,而提高参与性项目质量、塑造独特的主题形象和传承当地历史文脉等又是其中的有效途径.
An empirical study of tourist experience in recreational business district (RBD) [J].https://doi.org/10.3785/j.issn.1008-942X.2009.01.006 URL [本文引用: 1] 摘要
？随着经济水平和信息技术的提高,游憩商业区(RecreationalBusinessDistrict,RBD)已在城市旅游中迅速发展,并成为新的旅游经济增长点.在不同区域,RBD又呈现出不同的特点.长三角地区最具代表性的三处游憩商业区为:上海城隍庙/豫园RBD、南京夫子庙/秦淮河RBD及杭州清河坊RBD.三地在影响游客体验方面的共同因素为游客融入度和RBD互动参与性,两者对于游客体验的愉悦度具有直接而深刻的影响;但在具体影响程度上,三地又各有不同,其中上海城隍庙RBD大于杭州清河坊RBD,而南京夫子庙RBD则略逊.此外,三地还各自受其他不同因素的影响,如环境与服务质量、文化氛围等.而在深化RBD游客体验方面,最主要的还是从提高游客融入度和RBD互动参与性两方面入手,而提高参与性项目质量、塑造独特的主题形象和传承当地历史文脉等又是其中的有效途径.
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结构方程模型检验: 拟合指数与卡方准则 [J].
讨论了Hu和Bentler（1998，1999）推荐的检验结构方程模型的7个拟合指数准则，对这7个指数的历史、特点和表现做了比较详细的述评。指出了他们基于这7个指数的单指数准则和2-指数准则的不足之处。提出了超低显著性水平下的卡方准则，并部分重复他们的模拟例子，将卡方准则与这7个指数准则比较，结果说明新的卡方准则优于其中的6个，与另一个相当。最后简要说明了应当如何检视拟合指数进行模型检验和模型比较。
Structural equation model testing: Cutoff criteria for goodness of fit indices and chi-square test [J].
讨论了Hu和Bentler（1998，1999）推荐的检验结构方程模型的7个拟合指数准则，对这7个指数的历史、特点和表现做了比较详细的述评。指出了他们基于这7个指数的单指数准则和2-指数准则的不足之处。提出了超低显著性水平下的卡方准则，并部分重复他们的模拟例子，将卡方准则与这7个指数准则比较，结果说明新的卡方准则优于其中的6个，与另一个相当。最后简要说明了应当如何检视拟合指数进行模型检验和模型比较。
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| [9] |
主客交往偏好对目的地形象和游客满意度的影响: 以广西阳朔为例 [J].https://doi.org/10.11821/yj2010060017 URL [本文引用: 8] 摘要
旅游者和东道主之间交往的性质等因素决定了旅游活动中的主客交往很难取得较好的效果,学术界对主客交往效应的经验研究也没能得到统一的结论。本研究根据目的地国内旅游主客交往效应研究的不足,以阳朔国内旅游者为例,使用结构方程模型技术探讨主客交往偏好对目的地形象感知和游客满意度的影响。研究发现：主客交往显著影响目的地形象、目的地形象显著影响满意度,但主客交往对满意度无直接影响,主要通过目的地形象对满意度产生间接影响。具体地说,主客交往偏好包括密切交往和适度交往两个维度,密切交往对认知形象有显著正向直接影响;密切交往通过认知形象和情感形象对满意度产生间接影响;认知形象和情感形象显著正向直接影响满意度;认知形象通过情感形象对满意度产生间接影响。文章最后还分析了研究的理论和管理意义。
The effect of tourists' host-guest contact preference on perceived destination image and tourist satisfaction: A case of domestic tourists in Yangshuo, Guilin [J].https://doi.org/10.11821/yj2010060017 URL [本文引用: 8] 摘要
旅游者和东道主之间交往的性质等因素决定了旅游活动中的主客交往很难取得较好的效果,学术界对主客交往效应的经验研究也没能得到统一的结论。本研究根据目的地国内旅游主客交往效应研究的不足,以阳朔国内旅游者为例,使用结构方程模型技术探讨主客交往偏好对目的地形象感知和游客满意度的影响。研究发现：主客交往显著影响目的地形象、目的地形象显著影响满意度,但主客交往对满意度无直接影响,主要通过目的地形象对满意度产生间接影响。具体地说,主客交往偏好包括密切交往和适度交往两个维度,密切交往对认知形象有显著正向直接影响;密切交往通过认知形象和情感形象对满意度产生间接影响;认知形象和情感形象显著正向直接影响满意度;认知形象通过情感形象对满意度产生间接影响。文章最后还分析了研究的理论和管理意义。
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| [10] |
民族旅游地区家空间的主客角色冲突研究: 以丽江白沙村为例 [J].https://doi.org/10.13249/j.cnki.sgs.2016.07.012 URL Magsci [本文引用: 1] 摘要
<p>以社会角色与角色冲突的相关理论为指导,以云南丽江白沙村当地纳西族居民家的微观空间为研究对象,对当地居民与游客在互动过程中的角色冲突质性进行了研究。研究发现,当地少数民族居民与汉族游客在家空间的互动过程中,双方各自存在角色内冲突的现象,同时彼此之间也存在两种角色间冲突现象。互动双方在处理这些角色冲突的过程中,既反映出当地居民对经济利益的诉求,也反映出当地居民与游客在家空间中的地位与权力关系。</p>
The role conflicts between hosts and guests in home space in ethnic areas, Lijiang, China [J].https://doi.org/10.13249/j.cnki.sgs.2016.07.012 URL Magsci [本文引用: 1] 摘要
<p>以社会角色与角色冲突的相关理论为指导,以云南丽江白沙村当地纳西族居民家的微观空间为研究对象,对当地居民与游客在互动过程中的角色冲突质性进行了研究。研究发现,当地少数民族居民与汉族游客在家空间的互动过程中,双方各自存在角色内冲突的现象,同时彼此之间也存在两种角色间冲突现象。互动双方在处理这些角色冲突的过程中,既反映出当地居民对经济利益的诉求,也反映出当地居民与游客在家空间中的地位与权力关系。</p>
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Tourist satisfaction and dissatisfaction [J].https://doi.org/10.1016/j.annals.2009.07.001 URL [本文引用: 2] |
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The host should get lost: Paradigms in the tourism theory [J].https://doi.org/10.1016/S0160-7383(00)00075-X URL [本文引用: 2] 摘要
ABSTRACT Among various substantive contributions to the general, theoretical study of tourism, three of them—the host–guest paradigm, tourism as nonordinary behavior, and the theory of the lifecycle of attractions—are commonly seen as the most fertile. This paper reviews the host–guest paradigm. It argues that this framework, initially developed by anthropologists and applied later by Marxian scholars and postmodern critics, does not meet the challenges of explaining mass tourism, nor does it fully address the complex interactions between modern societies and pre-modern communities. The paper contends that this paradigm should be discarded and new conceptual venues explored.
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| [13] |
Generic dimensionality of hospitality in the hotel industry: A host-guest relationship perspective [J].https://doi.org/10.1016/j.ijhm.2013.06.002 URL [本文引用: 1] 摘要
The main objectives of this study are to identify the generic facets of hospitality for hotel services irrespective of their star rating, as well as to determine the impact of generic dimensionality on guest satisfaction. The responses of 305 local and foreign hotel guests in a questionnaire survey were analysed using a Structural Equation Modelling technique. The generic facets of hotel hospitality were identified as personalisation, comfort, and warm welcoming. Of the three, only personalisation and warm welcoming contributed significantly to predicting guest satisfaction. This study is aimed at adding to the body of related literature by sharing new insights on how the generic dimensionality of hospitality in its entirety differs from that of upscale hotel hospitality.
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The self-regulation of attitudes, intentions, and behavior [J].https://doi.org/10.2307/2786945 URL [本文引用: 1] 摘要
We argue that attitudes and subjective norms are not sufficient determinants of intentions and that intentions are not a sufficient impetus for action, as maintained by leading theories of attitude. To deepen attitude theory, we address the role of cognitive and emotional self-regulatory mechanisms. The attitude-intention link is hypothesized to depend on conative processes and on certain coping responses directed at the emotional significance of evaluative appraisals. The subjective norm-intention relationship is hypothesized to be governed by certain cognitive activities inherent in perspective taking and by positive and negative emotional reactions associated with appraisals of the deviation and conformance of both the self and others to expectations concerning the shared social meaning of a focal act. Finally, the intention-behavior relationship, particularly for goal-directed behaviors, is posited to be conditioned on decision making with respect to the means needed to achieve a goal; with respect to implementation processes related to planning, monitoring, and guidance and control of instrumental acts; and with respect to motivational processs associated with commitment, effort, and affect toward the means.
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A model of destination image formation [J].https://doi.org/10.1016/S0160-7383(99)00030-4 URL [本文引用: 1] 摘要
Un modèle pour la formulation de l'image de marque des destinations. On a démontré que l'image de marque est une influence importante dans le choix de destination de vacances. En se basant sur des études précédentes dans plusieurs domaines, on a développé un modèle qui représente les déterminants importants de l'image d'une destination. Cet article présente les résultats d'un test empirique de ce modèle en utilisant l'analyse de voie. Une conclusion majeure est que l'image d'une destination est formée des facteurs de stimulation et des caractéristiques des touristes. Les résultats de cette recherche fournissent des implications importantes pour la gestion de l'image stratégique et peuvent contribuer à la conception et à la réalisation des programmes de marketing pour créer et mettre en valeur les images des destinations touristiques.
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Tourism image, evaluation variables and after purchase behaviour: Inter-relationship [J].https://doi.org/10.1016/S0261-5177(01)00035-8 URL [本文引用: 1] 摘要
Numerous authors have pointed out the influence of tourism image on consumer behaviour. Tourism image will also exercise some influence on the quality perceived by tourists and on the satisfaction obtained from the holiday experience. This paper focuses on the relationship between the image of a destination as perceived by tourists and their behavioural intentions, and between that same image and the post-purchase evaluation of the stay. We will also examine the relationship between quality and satisfaction and between these variables and the tourist's behaviour variables. We place the accent on a joint analysis of these relationships, using a structural equation model. The results of the empirical study show that tourism image is a direct antecedent of perceived quality, satisfaction, intention to return and willingness to recommend the destination. The role of image as a key factor in destination marketing is thus confirmed. With reference to the other relationships, on the one hand, it is confirmed that quality has a positive influence on satisfaction and intention to return and that satisfaction determines the willingness to recommend the destination. However, the influence of quality on ‘willingness to recommend’ and the influence of satisfaction on ‘intention to return’ cannot be corroborated. In this sense, further research could be necessary.
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Social representations and community attitudes towards spring breakers [J].https://doi.org/10.1080/14616688.2014.889208 URL [本文引用: 1] 摘要
Social representation theory has been adopted for explaining tourism impacts and local attitudes. However, its usefulness in segmenting local population in terms of their attitudes towards specific types of tourists has not been tested. This study identifies the attitudes of local people towards spring break, a North American young tourist phenomenon in the context of the Mexican beach resort of Acapulco. Although residents perceive an increase in alcohol consumption, drug use, noise and litter during the spring break season, they largely recognise economic benefits and are thus generally supportive for the phenomenon. Based on these attitudes, three clusters were identified: spring break supporters (identified by their high appreciation of spring break benefits), ambivalents (who are uncertain about both benefits and costs) and realistics (characterised by recognising both benefits and costs). The main contribution of this study lies in the confirmation of the usefulness of social representation theory in explaining residents attitudes towards a very specific type of tourists whose hedonist behaviours are a common characteristic.
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A closer look at destination: Image, personality, relationship and loyalty [J].https://doi.org/10.1016/j.tourman.2012.11.015 URL [本文引用: 3] 摘要
Drawing on brand relationship theory and attitude theory, this study investigates the relationships among destination image, destination personality, tourist–destination relationship and tourist behavior. Using a sample of 428 foreign tourists visiting the Angkor temple area of Cambodia and the structural equation modeling technique, the results reveal that destination image and destination personality have positive effects on the tourist–destination relationship, which in turn affect tourist behavior. The study lends support to brand relationship theory, indicating that tourists form emotional relationships with destinations, and further supports Bagozzi's (1992) reformulation of attitude theory with regard to the cognitive, affective and behavior sequence.
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How destination image and evaluative factors affect behavioral intentions [J].https://doi.org/10.1016/j.tourman.2006.07.007 URL [本文引用: 1] 摘要
Differing from the previous studies, this study proposed a more integrated tourist behavior model by including destination image and perceived value into the “quality–satisfaction–behavioral intentions” paradigm. The structural relationships between all variables with respect to different stages of tourist behaviors were investigated in the study. The results show that destination image have both direct and indirect effects on behavioral intentions. In addition, the path “destination image→trip quality→perceived value→satisfaction→behavioral intentions” appears evident in this study.
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Toward a sociology of international tourism [J].https://doi.org/10.1111/j.1467-9515.1972.tb00595.x URL 摘要
CiteSeerX - Scientific documents that cite the following paper: Toward a sociology of international tourism
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Personality, basic emotions, and satisfaction: Primary emotions in the mountaineering experience [J].https://doi.org/10.1016/j.tourman.2011.01.004 URL [本文引用: 1] 摘要
Consumption-related emotions – usually operationalized as broad, summary dimensions such as positive and negative emotions or, alternatively, pleasure and arousal – have been shown to be influenced by enduring personality traits and, in turn, to influence customer satisfaction. Experiential tourism activities such as mountaineering evoke powerful emotions that strongly influence tourist satisfaction. Although Zajonc (1980) proposed and more recent neurophysiological evidence confirms that emotions, especially fear, can be primary (can precede cognitions ), consumption-related emotions have heretofore been modeled as occurring concurrently with or consequent to cognitive appraisals. Our results show that two basic consumption-related emotions, fear and joy, are influenced by neuroticism and extraversion, respectively, and in turn and in conjunction with cognitive appraisals influence tourist satisfaction. Joy has direct effects on satisfaction that are not mediated by cognitions; fear’s inverse effects on satisfaction are fully mediated by cognitions . These findings extend understandings of trait/basic-emotion relationships and of basic emotions’ roles in satisfaction formation and also, importantly, demonstrate an instance of primary consumer emotions.
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The different roles of satisfaction, trust, and commitment in customer relationships [J].https://doi.org/10.2307/1251946 URL [本文引用: 1] 摘要
Several theories of relationship marketing propose that customers vary in their relationships with a firm on a continuum from transactional to highly relational bonds. Few empirical studies have segmented the customer base of an organization into low and high relational groups to assess how evaluations vary for these groups. Using structural equation analysis, the authors analyze the relationships of satisfaction, trust, and commitment to component satisfaction attitudes and future intentions for the customers of a New York off-Broadway repertory theater company. For the low relational customers (individual ticket buyers and occasional subscribers), overall satisfaction is the primary mediating construct between the component attitudes and future intentions. For the high relational customers (consistent subscribers), trust and commitment, rather than satisfaction, are the mediators between component attitudes and future intentions.
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| [23] |
Locals' attitudes toward mass and alternative tourism: The case of Sunshine Coast, Australia [J].https://doi.org/10.1177/0047287509346853 URL [本文引用: 1] 摘要
This study examines local residents' attitudes toward two different types of tourism development, mass tourism and alternative tourism, using data collected from residents of Sunshine Coast, Australia. The study findings reveal that host community support is affected directly and/or indirectly by the level of community concern, community attachment, ecocentric values, use of the tourism resourc...
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Hospitality and reciprocity: Working tourists in dominica [J].https://doi.org/10.1016/j.annals.2004.07.010 URL |
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Patterns of tourists' emotional responses, satisfaction, and intention to recommend [J].https://doi.org/10.1016/j.jbusres.2011.09.011 URL [本文引用: 1] 摘要
Previous efforts to understand and predict behavior traditionally categorize tourists into sub-groups using socio-demographic and psychographic variables. Surprisingly, the tourism literature does not profile tourists by the intensity of their emotional associations toward destinations. To address the literature gap, this paper empirically identifies distinguishable patterns of tourist emotional responses and investigates relationships between tourists' emotional profiles and their post-consumption evaluations of satisfaction and intention to recommend. Cluster analysis uncovers five distinct emotional response patterns among tourists: delighted, unemotionals, negatives, mixed, and passionate. Multiple discriminant analysis confirms the validity of the five-cluster solution. The five tourist groups differ by their satisfaction level and propensity to recommend destinations. These findings offer important implications for destination marketers designing segmentation and branding strategies. (C) 2011 Elsevier Inc. All rights reserved.
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Residents' attitudes and perception towards tourism development: A case study of rural tourism in Dragacevo, Serbia [J].https://doi.org/10.2478/eec-2014-0007 URL [本文引用: 1] 摘要
This research examined the residents’ profile, attitudes, and perception towards tourism development based on 176 respondents interviewed. Residents’ attitudes toward tourism were measured by adapting 24 items from the Tourism Impact Attitude Scale developed by Lankford and Howard (1994). This study aimed at identifying the relationships between residents’ socio-economic and demographic attributes and their attitudes toward tourism by focusing on villages where tourism is in the development stage.
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The effect of experience quality on perceived value, satisfaction, image and behavioral intention of water park patrons: New versus repeat visitors [J].https://doi.org/10.1002/jtr.1968 URL [本文引用: 1] 摘要
This study proposed a conceptual model to examine how customers' perceptions of the quality of experiences influence perceived value, water park image, customer satisfaction and behavioral intentions for first‐time and repeat customers of the water park of the tourism industry. This study finds that the quality of participants' experiences significantly affects perceived value, water park image and customer satisfaction. Moreover, perceived value and water park image exert a direct influence on customer satisfaction, and they also positively affect behavioral intentions. Finally, the impacts on customer satisfaction of experience quality and water park image significantly differ between first‐time and repeat customers. Copyright 08 2013 John Wiley & Sons, Ltd.
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| [28] |
Cross-cultural validation of a memorable tourism experience scale (MTES) [J].https://doi.org/10.1177/0047287513496468 URL [本文引用: 2] 摘要
The present study seeks to establish the cross-cultural validity of the memorable tourism experience scale (MTES), a recently developed measurement scale designed to assess individuals' memorable tourism experiences (MTEs). Since the psychometric properties of the MTES have only been examined within a sample of American college students, the aim of this study was to replicate the previous psych...
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| [29] |
Local community perspectives towards dark tourism development: The case of Snowtown, South Australia [J].https://doi.org/10.1080/14766825.2014.918621 URL [本文引用: 1] 摘要
This paper critically examines the perspectives of a local community towards dark tourism development. Based on the infamous case of the Snowtown murders in South Australia, this preliminary study observes the local community's perception towards dark tourism development and adopted a qualitative methodology using observation and interview. The findings revealed that attitudes towards the development of dark tourism varied considerably depending on residents' length of immersion in the area. Whilst long-term residents were predominantly against the development of tourism involving Snowtown's recent dark past, others, particularly those that had moved to the area after the perpetrators of the Snowtown murders were caught (post-1999), were welcoming of the idea. The study posits that official tourism bodies in South Australia need to respond to the demand for dark tourism in Snowtown and provide the area with appropriate tourism infrastructure. However, due to the highly contrasting resident opinions towards dark tourism, it is also imperative that they consult the local community in future decision-making processes.
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| [30] |
Exploring residents' perceptions and participation on tourism and waterfront development: The case of Manado waterfront development in Indonesia [J].https://doi.org/10.1080/10941665.2013.877046 URL [本文引用: 3] 摘要
Waterfront development is acknowledged as being significant to urban tourism planning, and ideally, the involvement of local community should be required in the development program. Although the residents participation in many development projects has been widely discussed, it is found that there is little story of success concerning the implementation of residents participation in waterfront development. This research attempts to answer the question of what and how the residents' perceptions toward the waterfront development in the context of participation, impacts and tourism development in Manado, Indonesia. The principles of local participation are assessed in a situation in which there is tension between the achievement of socio-economic benefits and the protection of environmental quality. This research involved fieldwork comprising questionnaire surveys, interviews and on-site observations that used to provide evidences of waterfront development in Manado and decision-making process that preceded it. This study reveals that waterfront development is a key element which determines the future of the city. The Manado waterfront is the focus of trade and business, as well as tourism and recreational activities for residents and visitors. The importance of the initiative demands that all residents should have an opportunity to participate in making the decisions which will greatly influence their future. Thus, broader and deeper participation would have been and would still be desirable in the Manado case.
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| [31] |
Cross-cultural comparison of the image of Guam perceived by Korean and Japanese leisure travelers: Importance-performance analysis [J].https://doi.org/10.1016/j.tourman.2008.11.013 URL [本文引用: 3] 摘要
As international tourism becomes a global phenomenon and its volume increases rapidly, understanding cultural differences and similarities provides destination marketers in a host country with a strategic platform upon which any planning and marketing efforts should be grounded. Based on the theory of cultural value orientation, the current study focuses on a cross-cultural comparison between the two markets most important to Guam tourism: Japanese and Korean leisure travelers. Using Importance erformance analysis, the evaluative image of Guam perceived by Korean travelers is compared with that perceived by Japanese travelers to uncover any differences between these two nationality groups. The results clearly indicate a contrast between the two groups in terms of destination evaluations and behavioral patterns.
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| [32] |
A grid-group analysis of tourism motivation [J].https://doi.org/10.1002/jtr.1963 URL [本文引用: 1] 摘要
Marketing theorists have widely proposed that culture is one of the underlying determinants of consumer behavior and that increasing globalization is creating a multicultural marketplace. Empirical inquiries in the field of tourism remain scarce, particularly regarding the understanding of behavioral influences. This study aims to fill this gap by investigating the influence of sub-cultures on ...
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| [33] |
Tourists' appreciation of Maori culture in New Zealand [J].https://doi.org/10.1016/S0261-5177(03)00058-X URL [本文引用: 2] 摘要
Tourists’ perspectives of indigenous tourism are not fully understood. This paper explores the nature of demand for indigenous tourism with particular attention to the appreciation of indigenous culture gained by tourists. The latter is explored using in-depth interviews with international tourists visiting New Zealand to examine tourists’ motivations, perceptions and experiences of Maori culture. Findings of the present study provide some evidence to support anecdotal conclusions about the similar demands tourists require from their encounters with indigenous peoples. Five central dimensions of experience from which tourists come to appreciate the cultures of indigenous peoples are reported, namely; gazing , lifestyle , authenticity , personal interaction and informal learning. Important issues of product development and options for the sustainable development of indigenous communities are considered.
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| [34] |
A comparison between Asian and Australasia backpackers using cultural consensus analysis [J].https://doi.org/10.1080/13683500.2014.920771 URL [本文引用: 1] 摘要
This study tests the differences in the shared understanding of the backpacker cultural domain between two groups: backpackers from Australasia and backpackers from Asian countries. A total of 256 backpackers responded to a questionnaire administered in Kuala Lumpur, Bangkok and Krabi Province (Thailand). Cultural consensus analysis (CCA) guided the data analysis, to identify the shared values and the differences in the backpacker culture of the two groups. The findings revealed that while the two groups share some of the backpacker cultural values, some other values are distinctively different from one another. The study provides the first empirical evidence of the differences in backpacking culture between the two groups using CCA. Based on the study findings, we propose some marketing and managerial implications.
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| [35] |
Rural residents' attitudes to tourism and the moderating effects of social capital [J].https://doi.org/10.1080/14616688.2014.959993 URL [本文引用: 1] 摘要
Scholars have rarely considered the role of social capital in shaping residents’ reactions to tourism development. A theoretical model integrating research on residents’ attitudes, community development, and social capital was developed and tested on a sample of 556 Korean rural residents using structural equation modeling. Multi-group analysis was used to test the moderating effects of social capital on each path relationships proposed in the model. Results indicated that perceived environmental impacts of tourism influenced community satisfaction, which in turn predicted support for tourism. Residents’ perceptions of the socioeconomic impacts of tourism influenced their support for rural tourism. Social capital shaped the ways in which residents responded to tourism development. Interestingly, our results suggest that a high level of social capital among community members is not always desirable as it does not foster pro-tourism attitudes. The lesson to be drawn is that only if the negative consequences of social capital are recognized and managed can communities be built in ways that contribute to sustainable rural tourism development.
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| [36] |
Resident support for tourism development [J].https://doi.org/10.1016/0160-7383(90)90029-Q URL [本文引用: 1] 摘要
The purpose of this article is to test a model of the relationships among rural resident perceptions of tourism impacts, support for additional tourism development, restrictions on tourism development, and support for special tourism taxes. In May 1987, survey data were collected in 16 rural Colorado communities. It was found that, when controlling for personal benefits from tourism development, perceptions of its impact were unrelated to sociodemographic characteristics and support for additional development was positively or negatively related to the perceived positive or negative impacts or tourism. Support for additional tourism development was also negatively related to the perceived future of the community.
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Cross-cultural tourist behavior: Perceptions of Korean tour-guides [J].https://doi.org/10.1016/0261-5177(96)00019-2 URL |
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The intensity of tourist-host social relationship and its effects on satisfaction and change of attitudes: The case of working tourists in Israel [J].https://doi.org/10.1016/S0261-5177(99)00085-0 URL [本文引用: 6] 摘要
The results of a study conducted among 388 working tourists in Israel demonstrated that the higher the intensity of the social relationship between hosts and working tourists, the more favorable were the tourists’ feelings towards their hosts, and the more positive was the change in attitudes towards hosts and the destination. Furthermore, it was found that the higher the intensity of social relationship between hosts and tourists, the higher was the satisfaction of these tourists with their stay and experience. Those who had the most intense social relationship with their hosts — namely the Kibbutz tourists — had the highest positive feelings towards their hosts and also experienced the highest positive change in attitudes towards them and the destination. On the other side, those who had a more superficial social relationship with their hosts — namely Moshav and City tourists — had the lowest positive feelings towards their hosts and experienced the lowest positive change towards them and the destination.
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| [39] |
Structural equation modeling: Critical issues and new developments [J].https://doi.org/10.1300/J073v21n04_05 URL [本文引用: 1] 摘要
This article focuses on a variety of research issues related to structural equation modelling (SEM). Methodological and analytical issues when applying SEM techniques are discussed. Guidelines on how to present and report SEM results in academic publications are provided, and the most common SEM computer software identified. The goal is to promote improved usage of SEM in tourism research.
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| [40] |
Cross-cultural differences in tourism: Indonesian tourists in Australia [J].https://doi.org/10.1016/S0261-5177(96)00115-X URL [本文引用: 4] 摘要
The paper broadly examines the cultural differences between the Indonesian and Australian populations in a tourism context. Four dimensions on which all cultures differ are: power distance, individualism-collectivism; uncertainty avoidance and masculinity-femininity. The Indonesian culture is high power distance, collectivist, uncertainty avoiding and feminine in relation to many western cultur...
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Determinants of trip choice, satisfaction and loyalty in an eco-tourism destination: A modelling study on the Shiretoko Peninsula, Japan [J].https://doi.org/10.1016/j.ecolecon.2014.07.019 URL [本文引用: 1] 摘要
61We analyse the effect of different characteristics on current trip choice.61We analyse effect of current trip satisfaction on loyalty and future trip choices.61Trip choice is influenced by prior expectations, info sources have a modest effect.61A mismatch between expectations and experience influences loyalty and future choice.61Notwithstanding, loyalty to the destination remains very high.
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| [42] |
Working tourists and their attitudes to hosts [J].https://doi.org/10.1016/S0160-7383(99)00071-7 URL [本文引用: 3] 摘要
Touristes ouvriers et leurs attitudes envers leurs h00tes. Cet article examine les résultats du contact entre touristes et h00tes dans des situations spécifiques qui mélangent des activités de travail à la consommation du tourisme. Une méthode d’Analyse de Voie a été appliquée à une enquête parmi trois groupes de “touristes ouvriers” en Isra05l. Les résultats montrent que ceux qui considèrent leur situation de travail comme une fa04on de continuer leur voyage ont moins de chances d’avoir des attitudes positives envers leurs h00tes que ceux qui comprennent leur situation de travail comme une partie de leur expérience. On suggère que, tandis que l’orientation touristique de ceux-ci leur a fait développer une “échange sociale” avec leurs h00tes, l’approche “mercenaire” de ceux-là a limité leur rencontre avec leurs h00tes à une échange uniquement économique.
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| [43] |
Influence of place-based senses of distinctiveness, continuity, self-esteem and self-efficacy on residents' attitudes toward tourism [J].https://doi.org/10.1016/j.tourman.2014.10.007 URL [本文引用: 2] 摘要
This study examined the influence of the four place identity principles (i.e., senses of distinctiveness, continuity, self-esteem and self-efficacy) (Breakwell, 1986) on residents' attitudes toward tourism. A self-administered survey was conducted on urban residents in a southern province of China, and the place-based senses of distinctiveness, self-esteem and self-efficacy were found to affect residents' perceptions of tourism impacts and attitudes toward support for tourism. While tourism literature has suggested social exchange theory to be a useful tool in predicting residents' perceptions and attitudes toward tourism, this study suggests a new perspective in evaluating resident perceptions and attitudes by applying place identity theory as a theoretical foundation instead. Both the theoretical and marketing implications are discussed.
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| [44] |
Representing the influence of multiple social interactions on monthly tourism participation behavior [J].https://doi.org/10.1016/j.tourman.2012.09.010 URL [本文引用: 1] 摘要
Based on Japanese panel data derived from 12 monthly waves and 1253 questionnaires, the study examines the impact of social interactions on tourism participation. Social interactions are classified into three types: namely, endogenous, exogenous and correlated effects. It is empirically confirmed that endogenous social effects have significant influences on tourism participation behavior. For example, it is found that interactions with people of the same income groups (an example of endogenous social effects) are generally significant across most months of the year. However, it is worth noting that endogenous social effects will be overestimated if the correlated social effect is not taken into account. The results suggest that social multiplier effects can be discerned that have potential implications for promotion and management of tourism participation rates.
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| [45] |
A cross-cultural study of perceptions of medical tourism among Chinese, Japanese and Korean tourists in Korea [J].https://doi.org/10.1515/ijnes-2014-0067 URL [本文引用: 1] 摘要
Background: To evaluate the effectiveness of a curriculum for achieving high levels of cultural competence, we need to be able to assess education intended to enhance cultural competency skills. We therefore translated the Cultural Awareness Scale (CAS) into Korean (CAS-K). The purpose of this study was to evaluate the cross-cultural applicability and psychometric properties of the CAS-K, specifically its reliability and validity. Methods: A cross-sectional descriptive design was used to conduct the evaluation. A convenience sample of 495 nursing students was recruited from four levels of nursing education within four universities in the city of Daejeon, South Korea. Results: This study provided beginning evidence of the validity and reliability of the CAS-K and the cross-cultural applicability of the concepts underlying this instrument. Cronbach alpha ranged between 0.59 and 0.86 (overall 0.89) in the tests of internal consistency. Cultural competency score prediction of the experience of travel abroad (r=0.084) and the perceived need for cultural education (r=0.223) suggested reasonable criterion validity. Five factors with eigenvalues >1.0 were extracted, accounting for 55.58% of the variance; two retained the same items previously identified for the CAS. Conclusion: The CAS-K demonstrated satisfactory validity and reliability in measuring cultural awareness in this sample of Korean nursing students. The revised CAS-K should be tested for its usability in curriculum evaluation and its applicability as a guide for teaching cultural awareness among groups of Korean nursing students.
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| [46] |
Destination attachment: Effects on customer satisfaction and cognitive, affective and conative loyalty [J].https://doi.org/10.1016/j.tourman.2009.03.007 URL [本文引用: 3] 摘要
Tourists may develop attachment to a destination because of its ability in fulfilling specific goals or activity needs and/or because of its symbolic meaning and thus, attachment could be an important measure of tourist satisfaction and loyalty. Despite its significance, only limited research has been conducted to determine the likely influences of emotional associations or meanings tourists attach to the places they visit on their satisfaction and future behavior. This study therefore explores the role of attachment in predicting satisfactory holiday experiences and destination loyalty. Results of the structural equation modeling show that positive emotional and cognitive bonds with a place could indeed affect an individual's critical assessment of a destination and his/her loyalty to the place. Implications of the study are discussed.
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