基于元分析的旅游者重游意愿影响因素研究
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摘要
重游意愿作为旅游行为研究考察的结果变量,对了解旅游者行为、评价旅游市场等具有重要意义。虽然国内外研究者对旅游者重游意愿的影响因素做了大量的研究与探讨,但由于受到案例地、样本等因素的影响,目前对重游意愿的影响因素缺少整合性、系统性的研究,也没有适用于各类型案例地的重游意愿影响因素模型。因此本文尝试运用元分析方法,综合国内外涉及定量研究结果的89篇文献,对各影响因素与旅游者重游意愿的关系强度做了系统的分析。元分析结果表明:满意度与旅游者重游意愿的正相关关系强度最大,而旅游动机最小;样本来源对感知吸引力、旅游动机及目的地总体形象与旅游者重游意愿之间的关系起到调节作用,而文献类型的调节作用则不明显。本文总结出的理论模型不仅能对旅游者重游意愿影响因素的相关研究进行较好的概括,而且得出的相关结论也利于目的地经营者针对重游市场制定有效的市场策略。
As an outcome variable of tourism behavior research,the revisit willingness is of great significance for understanding the revisit behavior of tourists,evaluating the tourism market and providing market reference for tourist destinations.Although scholars at home and abroad have done a lot of researches and discussions on the factors influencing tourists' willingness to re-visit,there is a lack of integration and systematic research on the factors influencing tourists' willingness to revisit,and there is no model of factors influencing the revisit the willingness of various types of tourists,due to the influences,samples and other factors,therefore,this paper attempted to use the meta-analysis method to synthesize 89 literatures involving quantitative research results at home and abroad,and made a systematic analysis of the relationship intensity between the relevant influencing factors and the willingness of tourists to revisit.The results show that the positive correlation between satisfaction and the willingness of tourists to revisit is the greatest,while the motivation of tourism is the least,and the relationship between perceived attraction,tourism motivation and overall image and the willingness of tourists to re-visit plays a regulating role while the regulating effect of literature type is not obvious.The theoretical model this paper summed up can not only generalize the relevant research on the influencing factors of tourists' willingness to re-visit,but also draw relevant conclusions to help destination operators to formulate effective market strategies for revisiting the market.
As an outcome variable of tourism behavior research,the revisit willingness is of great significance for understanding the revisit behavior of tourists,evaluating the tourism market and providing market reference for tourist destinations.Although scholars at home and abroad have done a lot of researches and discussions on the factors influencing tourists' willingness to re-visit,there is a lack of integration and systematic research on the factors influencing tourists' willingness to revisit,and there is no model of factors influencing the revisit the willingness of various types of tourists,due to the influences,samples and other factors,therefore,this paper attempted to use the meta-analysis method to synthesize 89 literatures involving quantitative research results at home and abroad,and made a systematic analysis of the relationship intensity between the relevant influencing factors and the willingness of tourists to revisit.The results show that the positive correlation between satisfaction and the willingness of tourists to revisit is the greatest,while the motivation of tourism is the least,and the relationship between perceived attraction,tourism motivation and overall image and the willingness of tourists to re-visit plays a regulating role while the regulating effect of literature type is not obvious.The theoretical model this paper summed up can not only generalize the relevant research on the influencing factors of tourists' willingness to re-visit,but also draw relevant conclusions to help destination operators to formulate effective market strategies for revisiting the market.
引文
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