CAJ | 학술논문

游客的重游对成熟旅游目的地的可持续发展有着重要的作用。本文在回顾了国内外重游相关研究的基础上，从宏观旅游流与微观游客行为两个层面上研究重游现象。通过滞后变量回归，发现旅游流增长存在显著滞后影响效应；通过比较宜兴重游游客和首游游客的差异，发现他们在年龄、职业、旅游地花费、旅游地停留时间、出游动机和出游影响因素等方面存在着显著差异。文章比较了不同二值响应模型对重游意愿建模的效果，并使用Logit模型参数估计值进行解释，认为导游满意度、停留时间和入游交通方式对重游意愿具有显著影响，并推导出不同影响因素之间的重游意愿发生比。最后，基于本文的研究成果，对今后宜兴旅游市场的开发提出了建议。
유객적중유대성숙여유목적지적가지속발전유착중요적작용。본문재회고료국내외중유상관연구적기출상，종굉관여유류여미관유객행위량개층면상연구중유현상。통과체후변량회귀，발현여유류증장존재현저체후영향효응；통과비교의흥중유유객화수유유객적차이，발현타문재년령、직업、여유지화비、여유지정류시간、출유동궤화출유영향인소등방면존재착현저차이。문장비교료불동이치향응모형대중유의원건모적효과，병사용Logit모형삼수고계치진행해석，인위도유만의도、정류시간화입유교통방식대중유의원구유현저영향，병추도출불동영향인소지간적중유의원발생비。최후，기우본문적연구성과，대금후의흥여유시장적개발제출료건의。
Tourists＇ revisit plays an important role for the sustainable development of mature tourist destinations. Based on retrospect of related study about revisit both at home and abroad, the paper studies the phenomenon of revisit from microscopic tourists＇ behavior. After comparing the differences of the experiences of firsttime visitors and repeat visitors in Yixing, the authors find that there are significant differences in ages, occupation, traveling costs, duration of stay, motivation and traveling barrier. While comparing the effect of different binary response models on revisit intention and explaining the estimation result by using Logit model, the paper holds the view that satisfaction of cicerones, duration of stay and means of transportation exert significant influence on revisit intention and calculate the ratio of different influencing factors. Finally, based on the above study results, the authors offer some suggestions about the development of tourism market in Yixing.