旅游地声誉与旅游者忠诚关系研究.pdf

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1、第34卷第8期经济地理Vo1．34．No．82014年8月EC0N0MICGE0GRAPHYAug．，2014旅游地声誉与旅游者忠诚关系研究马北玲，粟路军(1．中南大学商学院／两型社会与生态文明协同创新中心，中国湖南长沙410083；2．湖南商学院会计学院，中国湖南长沙410205)摘要：基于相关研究成果，文章构建以旅游地认同为中介变量和调节变量的旅游地声誉与旅游者忠诚关系模型。通过对厦门市旅游者进行调查获取基础数据，采用结构方程模型、回归分析等方法进行实证研究，发现旅游地声誉对旅游者忠诚的重游倾向和口碑宣传二维度均有显著正向影响，旅游地认同在旅游地声誉对重游倾向的影响中没有中介作用

2、和调节作用，而在旅游地声誉对口碑宣传影响中起部分中介作用和正向调节作用。文章最后指出研究局限和未来研究方向。关键词：旅游地声誉；旅游地认同；旅游者忠诚；中介作用；调节作用中图分类号：F59文献标志码：A文章编号：1000—8462(2014)08—0173—07TheRelationshipBetweenDestinationReputationandTouristLoyaltyMABei·ling，SULu—jan(J．BusinessSchool／CollaborativeInnovationCenterofResource—Conserving＆Environment—Frie

3、ndlySocietyandEcologicalCivilization，CentralSouthUnive~ity，Changsha410083，Hunan，China；2．SehoolofAccounting，HunanUniversityofCommerce，Changsha410205，Hunan，China)Abstract：Basedonthecorporatemanagementandmarketingliterature，thispaperbuildstherelationmodelbetweendestinationreputationandtouristloyal

4、ty,whichtakesdestinationidentificationasmediatingandmoderatingvariable．InOrdertotesttherelationmode1．thisresearchinvestigatesXiamentouriststoobtainbasicdataandempiricalanalysis．Usingmeasurementmodelteststhereliabilityandvalidityofconstructsinthemodel，andusingstructuralmodel，regressionanalysiste

5、stthemediatingandmoderatingofdestinationidentificationbetweendestinationreputationandtouristloyalty．Thefindingssuggestthatthereareenoughreliabilityandvalidityofconstructs．DestinationreputationhasasignificantefectondestinationidentificatiOil，andsignificantlyafectsrevisitintentionandword-of-mouth

6、，twodimensionsoftouristloyalty．Destinationidentificationhasasignificantmediatingrolebetweendestinationreputationandword．of-mouth．buthasnotbetweendestinationreputationandrevisitintention．Atthesametime，destinationidentificationhasasignificantmoderatingrolebetweendestinationreputatjonandword—of-mo

7、uth，butnotbetweendestinationreputationandrevisitintention．DiscussionandfutureresearchdirectionsarepointedoutintheendofPaDer．Keywords：destinationreputation；destinationidentification；touristloyalty；mediatingrole；moderatingrole在企业管理学