中国传统古村镇游客重游意愿的影响因素及作用机理研究——以周庄为例被引量：32

THE INFLUENCING FACTORS AND MECHANISM ON TOURISTS' REVISIT INTENTION OF CHINESE TRADITIONAL ANCIENT VILLAGE——A CASE OF ZHOUZHUANG

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摘要游客重游意愿对传统古村镇的可持续发展具有重要意义。本文运用结构方程模型方法,构建古村镇游客重游意愿的影响因素模型,并以周庄古镇为案例地进行实证分析,探讨其影响机理。研究表明:地方依赖和旅游偏好对游客重游意愿没有直接影响;地方认同和总体满意度对游客重游意愿有直接显著正向影响;旅游偏好通过地方依赖、地方认同及总体满意度的中介作用间接影响游客重游意愿;地方依赖通过地方认同和总体满意度的中介作用间接影响游客重游意愿;地方认同对重游意愿没有间接影响;"生态环境"、"更满意"及"认同感"对游客重游意愿的影响力较大,"村落形态"、"只考虑这里"及"一份子"对游客重游意愿的影响力较小。 Tourists＇ revisit intention is of great importance to the sustainable development of traditional ancient villages. Based on existing literatures, this paper built a structural equation model regarding tourists＇ revisit intention. Moreover the model included ten paths and five variables which were tourism preference,place identity, place dependence, overall satisfaction and revisit intention. This study took Zhouzhuang which is a typical Chinese traditional ancient village as an example, using the confirmatory factor analysis（CFA）method of Structural Equation Modeling（SEM） to verify the model of tourists＇ revisit intention in traditional ancient villages. The data was collected through questionnaire survey in Zhouzhuang（n=531）.Through confirmatory factor analysis, this paper found out the dimensions of the three constructs（tourism preference, place identity, place dependence）, also assessed the convergent and discriminant validity of the measurement items. This paper selected CMIN/DF, RMR, RMSEA, GFI, AGFI, NFI, RFI, IFI, TLI, CFI, PGFI, PCFI as well as PNFI to evaluate the degree of fitness between the primary model and the data. The results showed that tourism preference and place dependence have no direct impact on revisit intention; place identity and overall satisfaction have notable direct influence on revisit intention; place dependence has significant direct influence on overall satisfaction and place identity, thus significantly influencing revisit intention; tourism preference has significant influence on place dependence, place identity and overall satisfaction, then plays a significant role in revisit intention; the effect of place identity on overall satisfaction is insignificant, thus has no indirect influence on revisit intention.

作者丁风芹姜洪涛侯松岩周娟

机构地区南京大学国土资源与旅游学系深圳市新城市规划建筑设计有限公司

出处《人文地理》 CSSCI 北大核心 2015年第6期146-152,共7页 Human Geography

基金国家自然科学基金项目(41271161)

关键词传统古村镇游客重游意愿影响因素周庄 traditional ancient village tourist revisit intention influencing factors Zhouzhuang

分类号 F590 [经济管理—旅游管理]

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