旅游者目的地忠诚驱动因素研究——以内地居民"香港游"为例

哪些驱动因素影响以及怎样影响旅游者的目的地忠诚,这是目的地营销的关键问题.在文献研究基础上,本文提出一个旅游者目的地忠诚驱动模型及若干个假设.通过对内地访港旅游者的问卷调研,厘清了目的地忠诚与旅游质量、感知价值、满意之间的相互作用机理.研究发现:感知价值是驱动目的地忠诚的关键因素;旅游质量是忠诚的基础因素;满意对忠诚的驱动最为直接,但影响力相对较弱.

Research on the Driving Forces of Tourist Destination Loyalty: A Case Study of Mainland Visitors' Hong Kong Tours

Which driving forces influence visitors' destination loyalty? How do they do it? These questions are the key issues of destination marketing.The paper proposes a conceptual model of tourism destination loyalty with five hypotheses based on literature review.With data from a questionnaire survey of mainland visitors to Hong Kong,the paper examines the mutual effect between destination loyalty and trip quality,perceived values and satisfaction.The Results reveal that perceived value is a critical antecedent of destination loyalty while trip quality is a basic driver.Satisfaction,though drives loyalty in the most direct way,yet shows relatively weak effect.The paper ends with a discussion of several strategic implications for destination tourist relationship marketing.