旅游论坛
旅遊論罈
여유론단
Tourism Forum
2012年
1期
17-22
,共6页
旅游景区形象%感知价值%顾客满意%顾客忠诚
旅遊景區形象%感知價值%顧客滿意%顧客忠誠
여유경구형상%감지개치%고객만의%고객충성
tourist attractions image%perceived value%customer satisfaction%customer loyalty
采用文献回顾和定性研究相结合的方法，提出了旅游景区形象4维度测量模型。基于此，建立了旅游景区形象各维度对顾客忠诚的作用机制模型．数据研究表明：（1）笔者开发的旅游景区形象量表具有较好的信度水平、整体拟合优度、收敛效度、判别效度，它包括风景与卫生、景区价格、景区服务、基础设施等4个结构维度;（2）旅游景区形象各维度对顾客忠诚存在不同的作用机理与影响效应．
採用文獻迴顧和定性研究相結閤的方法，提齣瞭旅遊景區形象4維度測量模型。基于此，建立瞭旅遊景區形象各維度對顧客忠誠的作用機製模型．數據研究錶明：（1）筆者開髮的旅遊景區形象量錶具有較好的信度水平、整體擬閤優度、收斂效度、判彆效度，它包括風景與衛生、景區價格、景區服務、基礎設施等4箇結構維度;（2）旅遊景區形象各維度對顧客忠誠存在不同的作用機理與影響效應．
채용문헌회고화정성연구상결합적방법，제출료여유경구형상4유도측량모형。기우차，건립료여유경구형상각유도대고객충성적작용궤제모형．수거연구표명：（1）필자개발적여유경구형상량표구유교호적신도수평、정체의합우도、수렴효도、판별효도，타포괄풍경여위생、경구개격、경구복무、기출설시등4개결구유도;（2）여유경구형상각유도대고객충성존재불동적작용궤리여영향효응．
Combined the review of related literature with the qualitative research, the four-dimension measurement model of tourist attractions image is proposed. And the structural model of each dimension of tourist attractions image affecting relationship among value, satisfaction and loyalty is constructed. Empirical results indicate that： （1）the measurement model of tourist attractions image which includes landscape and health, tourist attractions price, tourist attractions service, infrastructure has been ac- ceptable levels of reliability, overall fit, convergent validity, discriminant validity; （Z）Each dimension of tourist attractions image has different effects on the customer＇s value-satisfaction-loyalty.
