通过对厦门市旅游者调查获取基础数据,采用结构方程模型等方法对理论模型进行实证检验,发现旅游地声誉是旅游者—旅游地认同最重要驱动因素,服务公平是次重要驱动因素,而服务质量和感知价值是较重要驱动因素,旅游者—旅游地认同对旅游者忠诚二维度(重游倾向和口碑宣传)有显著正向影响。最后指出未来研究方向。
Based on the corporate management and marketing literature, and taking social identification theory, signal theory, cognition-emotion-behavior theory as theoretical basis, this paper constructs effect model of driving factors of tourist-destination identification and its effect on tourist loyalty. In order to test the theoretical model, this research surveyed Xiamen tourists to obtain basic data and toke structural equation model (SEM) method to empirically analyze. The findings suggest that destination reputation, service fairness, service quality, and perceived value are important driving factors of tourist-identification. All of them have a significantly positive effect on tourist-identification. Tourist-identification directly affects tourist loyalty, i.e., tourist-identification has a significantly positive effect on revisit intention and word-of-mouth referrals respectively. Discussion and future research directions are pointed out in the end of paper.