摘要
随着旅游网站的发展,越来越多的游客根据携程网的点评信息做出旅游的决定。本文构建携程网点评的信息特征对沙漠旅游区游客行为意向影响的理论模型,利用携程网响沙湾的旅游点评数据,通过问卷调查,使用结构方程模型对理论模型进行验证性因子分析。结果表明:(1)在线点评的质量特征和效价特征正向影响游客行为意向。(2)在线点评的质量特征和效价特征正向影响点评可信度。(3)点评可信度对游客行为意向起到正向影响。(4)点评可信度是点评质量和点评效价与游客行为意向之间的中介变量。研究为沙漠旅游区营销管理提出相关建议,从而提高沙漠旅游景区在游客心中的可信度,增加游客的到访率,为当地的经济发展提供新的视角。
With the development of tourism websites,more and more tourists make travel decisions based on the comments on Ctrip.This paper constructs a theoretical model of tourists'behavior intention in desert tourism areas based on information features of Ctrip comments,and conducts a confirmative factor analysis on the theoretical model by using the tourism review data of Xiangshawan on Ctrip through questionnaire survey and structural equation model.The results show that:(1)The quality characteristics and valence characteristics of online reviews positively affect tourists'behavioral intentions.(2)The quality characteristics and valence characteristics of online reviews positively affect the credibility of reviews.(3)Review credibility has a positive impact on tourists’behavioral intention.(4)Rating credibility is the mediating variable between rating quality,rating valence and tourists'behavioral intention.The study puts forward relevant suggestions for the marketing management of desert tourism areas,so as to improve the credibility of desert tourism scenic spots in the minds of tourists,increase the rate of visitors,and provide a new perspective for the local economic development.
作者
陈雪
左合君
陈士超
闫敏
王海兵
李小乐
Chen Xue;Zuo Hejun;Chen Shichao;Yan Min;Wang Haibing;Li Xiaole(College of Desert Control Science and Engineering/Inner Mongolia Key Laboratory of Aeolian Physics and Desertification Control Engineering,Inner Mongolia Agricultural University,Hohhot 010011,China)
出处
《中国沙漠》
CSCD
北大核心
2023年第3期119-126,共8页
Journal of Desert Research
基金
内蒙古自治区科技重大专项(2019ZD007)。
关键词
在线评论
点评信息特征
可信度
游客行为意向
结构方程
online review
comment information characteristics
reliability
tourists'behavior intention
structural equation
