摘要
在对国内外顾客忠诚研究进行回顾的基础上,结合旅游业的特点,构建了旅游地顾客忠诚结构方程模型,探讨旅游地顾客忠诚的度量指标和驱动因素。研究发现:(1)旅游地顾客忠诚不仅表现在重游行为上,还包括旅游者的正面口碑宣传和推荐作用;(2)顾客感知质量、顾客感知价值、旅游动机、顾客满意是旅游地顾客忠诚的4个驱动因素,对顾客忠诚均有显著的正向影响。
Based on study of the customer loyalty both at home and abroad, and combining the nature of tourism industry, this article builds up tourism destination customer loyalty structure equation model to explore the measurement index and driving factors of tourism destination customer loyalty. Study result indicates that tourism destination customer loyalty includes not only repeat visit, but also positive ＂word of mouth＂ and recommendation. Customer perceived quality, customer perceived value, tourism motivation and customer satisfaction are four driving factors of tourism destination customer loyalty. They all have significant positive correlation with tourism destination customer loyalty.
出处
《旅游学刊》
CSSCI
北大核心
2006年第10期33-38,共6页
Tourism Tribune
关键词
旅游地
顾客忠诚
结构方程模型
桂林
tourism destination
customer loyalty
structural equation model
Guilin
