随着旅游业的进一步发展和影响力的日益扩大,旅游的社会功能愈来愈受到学界关注。本文通过构建服务评估变量(服务公平性、服务质量、感知价值)、旅游满意和生活满意之间关系的整合模型,实证检验服务评估变量与旅游满意、生活满意之间的关系,验证旅游的社会贡献。通过抽样调查获取基础数据,采用结构方程模型(SEM)方法进行实证分析,发现服务评估变量的服务公平性对生活满意产生直接和间接影响,服务质量和感知价值通过旅游满意对生活满意产生间接影响,从而说明旅游地通过提供优质的旅游服务,能让人们生活更美好,进而实证验证了旅游的社会功能。文章最后指出研究局限和未来研究方向。
With the further development of tourism industry and its influence increasing, academic circles more and more have paid close attention to the social function of tourism industry. By building the integrated model among service evaluation variables (i. e. , service fairness, service quality, and perceived value) , tourism satisfaction and life satisfaction, this paper empirically tested the relationship between of them to examine the social contribution of tourism. Through sample survey to ob- tain basic data, and by using structural equation model (SEM) to empirically analyses, the current study found that service fairness, one of service evaluation variables, has a direct influence on life satisfaction, and indirect effects through two media- tors (i. e. service quality, tourism satisfaction). Service quality, perceived value, another two service evaluation variables, did not impact life satisfaction directly, but only had indirect effect though tourism satisfaction. Tourism satisfaction had a direct effect on life satisfaction. These empirical findings indicate that developing tourism industry can make people lives much better, and validate the social function of tourism. At last, the paper pointed out the study limitations and future research directions.