【摘要】：近年來(lái),隨著城市化進(jìn)程的加快,城市居民的生活壓力也越來(lái)越大。擺脫城市的繁雜與喧囂,去城市周邊的農(nóng)村去休閑度假成了城市居民周末消費(fèi)的時(shí)尚。農(nóng)家樂(lè)也因此進(jìn)入了迅猛發(fā)展時(shí)期,全國(guó)各地的農(nóng)家樂(lè)景區(qū)層出不窮。如何獲得較大的市場(chǎng)占有率是各農(nóng)家樂(lè)經(jīng)營(yíng)者競(jìng)相追逐的目標(biāo)。培育大量的重游游客,可以大幅度的減少宣傳的費(fèi)用,加快資金的循環(huán)利用,于無(wú)形之中增加了農(nóng)家樂(lè)的競(jìng)爭(zhēng)力,對(duì)農(nóng)家樂(lè)的成長(zhǎng)壯大和鄉(xiāng)村旅游的可持續(xù)發(fā)展具有重要意義。 在這樣的背景下,本研究在參閱大量國(guó)內(nèi)外相關(guān)文獻(xiàn)之后,綜合運(yùn)用旅游學(xué)、消費(fèi)者行為學(xué)等相關(guān)學(xué)科的基礎(chǔ)理論,從旅游體驗(yàn)的視角對(duì)國(guó)外現(xiàn)有模型進(jìn)行細(xì)化和豐富,構(gòu)建本研究的理論模型,并依此提出研究假設(shè)并進(jìn)行驗(yàn)證。本研究采用問(wèn)卷調(diào)查的方法共搜集到的263份有效問(wèn)卷,利用SPSS對(duì)搜集到的數(shù)據(jù)進(jìn)行因子分析、相關(guān)分析和回歸分析,得出以下結(jié)論： (1)農(nóng)家樂(lè)游客的旅游體驗(yàn)包括景觀體驗(yàn)、設(shè)施體驗(yàn)、服務(wù)體驗(yàn)和表演活動(dòng)體驗(yàn)四個(gè)構(gòu)成要素。同時(shí),農(nóng)家樂(lè)游客的表演活動(dòng)體驗(yàn)對(duì)其感知價(jià)值和重游意愿都有顯著的正向影響；而農(nóng)家樂(lè)游客的服務(wù)體驗(yàn)對(duì)感知價(jià)值和重游意愿都沒(méi)有顯著的相關(guān)關(guān)系。此外,數(shù)據(jù)分析結(jié)果還顯示農(nóng)家樂(lè)游客的景觀體驗(yàn)對(duì)感知價(jià)值和重游意愿都有顯著的影響,而游客的設(shè)施體驗(yàn)對(duì)其重游意愿有著顯著的影響,卻與游客的感知價(jià)值沒(méi)有顯著的相關(guān)關(guān)系。 (2)農(nóng)家樂(lè)游客的感知價(jià)值和滿意度都對(duì)其重游意愿有著顯著的影響。同時(shí),農(nóng)家樂(lè)游客的感知價(jià)值在景觀體驗(yàn)和表演活動(dòng)體驗(yàn)對(duì)重游意愿的影響過(guò)程中起著一定程度的中介作用。 (3)在農(nóng)家樂(lè)游客的感知價(jià)值、滿意度和重游意愿這三者之間的關(guān)系上面,不僅僅是感知價(jià)值和滿意度都對(duì)重游意愿的直接影響非常顯著,并且農(nóng)家樂(lè)游客的感知價(jià)值還通過(guò)滿意度的中介作用影響重游意愿,同時(shí),游客滿意度也通過(guò)感知價(jià)值的中介作用影響這重游意愿。值得注意的是,游客滿意度在感知價(jià)值和重游意愿之間的中介作用要明顯大于感知價(jià)值在游客滿意度和重游意愿之間的中介作用。
[Abstract]:In recent years, with the acceleration of urbanization, the living pressure of urban residents is increasing. Get rid of the bustle and bustle of the city, go to the countryside around the city and go to leisure and vacation has become the fashion of the weekend consumption of the urban residents. As a result, peasant family music has entered a period of rapid development, all over the country, the rural family music scenic spots emerge one after another. How to obtain a larger market share is the goal of farmers competing for each other. Cultivating a large number of revisiting tourists can greatly reduce the cost of publicity, speed up the recycling of funds, and increase the competitiveness of peasant family music invisibly, which is of great significance to the growth and growth of peasant family music and the sustainable development of rural tourism. In this context, after referring to a large number of relevant domestic and foreign literature, this study comprehensively uses the basic theories of tourism, consumer behavior and other related disciplines to refine and enrich the existing foreign models from the perspective of tourism experience. The theoretical model of this study is constructed, and the hypothesis is put forward and verified. In this study, a total of 263 valid questionnaires were collected by the method of questionnaire survey. The data collected were analyzed by factor analysis, correlation analysis and regression analysis with SPSS. The conclusions are as follows: (1) the tourism experience of rural tourists includes landscape experience, facility experience, service experience and performing activity experience, which are composed of four components: the landscape experience, the facility experience, the service experience and the performance activity experience. At the same time, the performance experience of rural tourists has a significant positive impact on their perceived value and willingness to re-visit, while the service experience of rural tourists has no significant correlation with perceived value and re-visiting intention. In addition, the results of data analysis also show that the landscape experience of rural tourists has a significant impact on perceived value and willingness to re-visit, while the tourists' facility experience has a significant impact on their willingness to re-visit. However, there is no significant correlation between them and the perceived value of tourists. (2) the perceived value and satisfaction of rural tourists have a significant impact on their willingness to re-visit. At the same time, the perceived value of rural tourists plays an intermediary role in the impact of landscape experience and performance experience on revisiting intention. (3) on the relationship among perceived value, satisfaction and revisit intention of rural tourists, not only the perceived value and satisfaction have a significant direct impact on the revisit intention. Moreover, the perceived value of rural tourists also affects the re-visiting intention through the intermediary role of satisfaction, and the satisfaction of tourists also affects the re-visiting intention through the intermediary role of perceived value. It is worth noting that the mediating effect of tourist satisfaction between perceived value and revisiting intention is significantly greater than that of perceived value between tourist satisfaction and revisiting willingness.
【學(xué)位授予單位】：湖北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F592.7;F323.4

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