CAJ | 학술논문

忠诚游客的重游与口碑宣传是旅游地重要的价值资源和竞争优势，游客忠诚机制的研究有助于认识游客忠诚形成的路径，为构筑游客忠诚战略提供帮助。文章采用现场问卷调查获取游客忠诚影响因子数据，运用结构方程模型，对安徽省休闲度假旅游地作了实证研究，发现地方依恋在模型中拥有显著的核心影响力，游客的感知价值和满意体验通过地方依恋对游客忠诚产生影响，满意体验对游客忠诚具有直接正面影响。在此基础上，结合案例地实际，提出了构筑安徽省休闲度假旅游地游客忠诚的具体策略。
충성유객적중유여구비선전시여유지중요적개치자원화경쟁우세，유객충성궤제적연구유조우인식유객충성형성적로경，위구축유객충성전략제공방조。문장채용현장문권조사획취유객충성영향인자수거，운용결구방정모형，대안휘성휴한도가여유지작료실증연구，발현지방의련재모형중옹유현저적핵심영향력，유객적감지개치화만의체험통과지방의련대유객충성산생영향，만의체험대유객충성구유직접정면영향。재차기출상，결합안례지실제，제출료구축안휘성휴한도가여유지유객충성적구체책략。
Loyal tourists’ revisit and word-of-mouth propaganda are the important valuable resource and competitive advan-tage for tourism destination market. The study on tourist loyalty mechanism can help to find out the path of visitor loyalty forma-tion in order to build tourist loyalty strategies. The paper, through the on-the-spot questionnaire survey to collect data of fac-tors affecting tourist loyalty and applying structural equation model, makes an empirical analysis on leisure resorts in Anhui Province. The results show that the place attachment has a significant core influence in the model,both tourist’s perceived val-ue and satisfaction of experience affect tourist loyalty through the place attachment. The satisfaction of tourist experience has a direct positive impact on the tourist loyalty. On this basis,the paper puts forward the concrete strategies to build tourist loyalty of leisure resort in Anhui Province.