河南省乡村旅游游客满意度及其与游后行为意向关系研究

选取河南省洛阳重渡沟村、焦作岸上村、新乡郭亮村、信阳郝堂村等4个具有代表性乡村旅游景区(点)为研究对象,通过问卷调查获取数据,采用因子分析法构建乡村旅游游客感知价值维度,并通过结构方程模型对游客感知价值维度与游客满意度、游后行为意向之间的关系进行探索研究.结果表明:乡村旅游游客感知价值包括乡村美食与特产、乡村休闲旅游项目、乡村环境与服务设施、乡村基础设施、乡村景观5个维度;乡村环境与服务设施和乡村基础设施对游客满意度和游后行为意向具有显著正向影响,乡村美食与特产、乡村休闲旅游项目对游客满意度和游后行为意向有影响但不显著,乡村景观与游客满意度和游后行为意向则呈负相关关系.在讨论的基础上为河南省乡村旅游提出发展建议.

The Relationship Between the Tourist Satisfaction and Behavioral Intention for Rural Tourism in Henan Province

Taking Chongdugou Village in Luoyang,Anshang Village in Jiaozuo,Guoliang Village in Xinxiang,Haotang Village in Xinyang,as examples,through questionnaire survey to get the data,the factor analysis was applied to structure the dimensions of tourists' perception and a structural equation model was constructed to explore the relationship between the dimensions of tourists' perception value,tourists' satisfaction and behavioral intention.Firstly,the tourists' perception value for rural tourism included five measurement dimensions:rural food and specialty,rural leisure tourism project,rural environment and service facilities,rural infrastructure and rural landscape.Secondly,the rural environment and service facilities,as well as rural infrastructure had a significantly positive influence on the tourists' satisfaction and behavioral intention,while the influence of rural food and specialty.Rural leisure tourism project were not significant.At the same time,the rural landscape was negatively correlated with the tourists' satisfaction and behavioral intention.On the basis of the discussion,some proposals for scenic spot of rural tourism in Henan province were put forward.