游客鄉(xiāng)愁對鄉(xiāng)村旅游滿意度與忠誠度的影響研究
發(fā)布時間：2018-08-28 18:51
【摘要】：不論是西方還是中國,經(jīng)濟的發(fā)展往往伴隨著人口的集聚。30年來,鄉(xiāng)村人口大量向城市聚集,造成城市游憩空間緊缺,鄉(xiāng)村旅游也因此愈加流行。鄉(xiāng)村的衰落與破敗,城市的壓力與喧囂,城鄉(xiāng)矛盾的激化引發(fā)了人們對于鄉(xiāng)村治理的深刻反思。在這一輪反思潮中,“鄉(xiāng)愁”的主體從文化視角轉移到大眾視角,無數(shù)次喚起中國人民的柔軟情感,成為一個被反復研究的議題。“鄉(xiāng)愁”情感的爆發(fā)是中國改革發(fā)展必然會經(jīng)歷的階段。從19世紀的社會領域到20世紀的人居環(huán)境領域,西方人文復興經(jīng)歷了“人性”回歸、人與社會、人與環(huán)境的和諧關系等階段。如今的中國,也迎來了鄉(xiāng)村“復興”的人文關懷。本研究從都市旅游者的“鄉(xiāng)愁”情感角度切入,以鄉(xiāng)村旅游為主要研究載體,將游客“鄉(xiāng)愁”定義為在進城這一身份轉換過程中由人們對鄉(xiāng)村的“居民依戀”轉化而成的某種“游客依戀”情感。在前人的研究中,游客的情感會影響他們的旅游滿意度。本研究探析了在鄉(xiāng)村旅游中,游客的“鄉(xiāng)愁”對滿意度和忠誠度的影響。本文遵循實證研究的基本范式,全文結構為:緒論:介紹了論文的研究背景、理論意義和實踐意義,章節(jié)劃分及各章節(jié)的主要內容、可能的創(chuàng)新點和技術路線圖。第一章:為文獻綜述,系統(tǒng)梳理了國內外鄉(xiāng)村旅游動機與體驗,旅游中的“鄉(xiāng)愁”研究,以及游客情感與滿意度、忠誠度之間的相互關系等領域的研究進展。第二章:從政治、新聞媒體、學術研究三個角度闡述了“鄉(xiāng)愁”的本質內涵;分析了“鄉(xiāng)愁”構成要素,鄉(xiāng)村旅游與“鄉(xiāng)愁”的互動關系。第三章:基于消費動機理論、期望確認理論、認知-情感-行為意愿理論、消費者購買決策理論等相關理論構建了研究模型,提出了研究假設。第四章:包括研究變量和量表設計,問卷設計、前測、修正、和正式調查過程。第五章:基于對問卷樣本數(shù)據(jù)的處理,對結構模型進行了信度效度評估、量表因子分析、模型修正與假設檢驗結果分析。第六章:根據(jù)模型和假設驗證結果,進行了結論的總結梳理,并提出了一些管理啟示,總結了研究的不足之處和未來展望。通過上述分析研究,獲得如下結論:(1)游客在鄉(xiāng)村旅游消費行為全過程上表現(xiàn)出積極、良性的傳遞特征;(2)鄉(xiāng)村旅游游客鄉(xiāng)愁、游客感知、游客忠誠均是由雙維度構成的結構變量;(3)游客的正面鄉(xiāng)愁情感在鄉(xiāng)村旅游中對游客滿意度與忠誠度的影響作用比游客的負面鄉(xiāng)愁更加顯著。上述研究豐富了一般的鄉(xiāng)村旅游滿意度與忠誠度的研究成果,啟發(fā)了鄉(xiāng)村旅游目的地的發(fā)展建設思路,具有一定的理論和現(xiàn)實意義�；谝陨辖Y論,本文還提出了以下建議:(1)科學規(guī)劃城鄉(xiāng)分區(qū),營造特色鄉(xiāng)村空間;(2)注重情感體驗設計,喚醒游客正面“鄉(xiāng)愁”;(3)轉變產(chǎn)業(yè)評價標準,回歸鄉(xiāng)村旅游本質�？傊�,未來的鄉(xiāng)村旅游發(fā)展需要借助鄉(xiāng)愁的理念,關注社會不同時空的人性情感,關注人與社會、人與自然的生態(tài)關系;恢復鄉(xiāng)村風景、提升鄉(xiāng)村價值、傳承文鄉(xiāng)村化、修正民風民俗。將鄉(xiāng)村塑造成村民、游客、漂泊在外的懷鄉(xiāng)族存放“鄉(xiāng)愁”的精神家園;為人民群眾的鄉(xiāng)愁留住多樣化的時空記憶,進而實現(xiàn)“記得住鄉(xiāng)愁”的城鎮(zhèn)人文復興。
[Abstract]:Whether in the West or China, economic development is often accompanied by population agglomeration. Over the past 30 years, a large number of rural people have gathered in cities, resulting in the shortage of urban recreational space, and rural tourism has become increasingly popular. In this wave of reflection, the subject of nostalgia has shifted from the cultural perspective to the public perspective, arousing the soft feelings of the Chinese people numerous times and becoming a subject of repeated study. The western humanistic Renaissance has gone through the stages of the return of human nature, the harmonious relationship between human beings and society, and the harmonious relationship between human beings and the environment.Nowadays, China has also ushered in the humanistic care of the rural renaissance.This study starts from the "nostalgia" emotion of urban tourists, takes rural tourism as the main research carrier, and defines the "nostalgia" of tourists as "entering the city". In previous studies, tourists'emotions can affect their satisfaction with tourism. This study explores the impact of tourists' Nostalgia on satisfaction and loyalty in rural tourism. This paper follows empirical research. The basic paradigm and the full text structure are as follows: Introduction: Introducing the research background, theoretical and practical significance of the paper, the main contents of the chapters, possible innovations and technological roadmap. Chapter 2: Explain the essential connotation of "nostalgia" from three perspectives of politics, news media and academic research; analyze the elements of "nostalgia" and the interaction between rural tourism and "nostalgia". Chapter 3: Based on consumption motivation theory, expectancy confirmation theory, cognition. Chapter 4: including research variables and scale design, questionnaire design, pre-test, revision, and formal investigation process. Chapter 5: Based on the processing of questionnaire sample data, the reliability and validity of the structural model were evaluated. Chapter 6: According to the results of the model and hypothesis validation, this paper summarizes the conclusions, puts forward some management inspirations, summarizes the deficiencies and future prospects of the study. Through the above analysis, the following conclusions are drawn: (1) The whole process of tourists'consumption behavior in rural tourism It shows positive and benign transmission characteristics; (2) rural tourism tourists'nostalgia, tourists' perception and tourists'loyalty are structural variables composed of two dimensions; (3) tourists' positive nostalgia affect tourists'satisfaction and loyalty more significantly in rural tourism than tourists' negative nostalgia. Based on the above conclusions, this paper also puts forward the following suggestions: (1) planning urban and rural areas scientifically to create characteristic rural space; (2) paying attention to emotional experience design, awakening tourists positive "nostalgia"; (3) In short, the future development of rural tourism needs to draw support from the concept of nostalgia, pay attention to the human feelings of different social time and space, pay attention to the ecological relationship between people and society, people and nature; restore rural landscape, enhance rural value, inherit rural culture, and amend folk customs. The people, tourists and homesick people who wander abroad store their "nostalgia" spiritual homeland, and retain a variety of time and space memories for the people's nostalgia, thus realizing the "remembering homesickness" of the urban renaissance.
【學位授予單位】：中南財經(jīng)政法大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F592;F323
本文編號：2210293
[Abstract]:Whether in the West or China, economic development is often accompanied by population agglomeration. Over the past 30 years, a large number of rural people have gathered in cities, resulting in the shortage of urban recreational space, and rural tourism has become increasingly popular. In this wave of reflection, the subject of nostalgia has shifted from the cultural perspective to the public perspective, arousing the soft feelings of the Chinese people numerous times and becoming a subject of repeated study. The western humanistic Renaissance has gone through the stages of the return of human nature, the harmonious relationship between human beings and society, and the harmonious relationship between human beings and the environment.Nowadays, China has also ushered in the humanistic care of the rural renaissance.This study starts from the "nostalgia" emotion of urban tourists, takes rural tourism as the main research carrier, and defines the "nostalgia" of tourists as "entering the city". In previous studies, tourists'emotions can affect their satisfaction with tourism. This study explores the impact of tourists' Nostalgia on satisfaction and loyalty in rural tourism. This paper follows empirical research. The basic paradigm and the full text structure are as follows: Introduction: Introducing the research background, theoretical and practical significance of the paper, the main contents of the chapters, possible innovations and technological roadmap. Chapter 2: Explain the essential connotation of "nostalgia" from three perspectives of politics, news media and academic research; analyze the elements of "nostalgia" and the interaction between rural tourism and "nostalgia". Chapter 3: Based on consumption motivation theory, expectancy confirmation theory, cognition. Chapter 4: including research variables and scale design, questionnaire design, pre-test, revision, and formal investigation process. Chapter 5: Based on the processing of questionnaire sample data, the reliability and validity of the structural model were evaluated. Chapter 6: According to the results of the model and hypothesis validation, this paper summarizes the conclusions, puts forward some management inspirations, summarizes the deficiencies and future prospects of the study. Through the above analysis, the following conclusions are drawn: (1) The whole process of tourists'consumption behavior in rural tourism It shows positive and benign transmission characteristics; (2) rural tourism tourists'nostalgia, tourists' perception and tourists'loyalty are structural variables composed of two dimensions; (3) tourists' positive nostalgia affect tourists'satisfaction and loyalty more significantly in rural tourism than tourists' negative nostalgia. Based on the above conclusions, this paper also puts forward the following suggestions: (1) planning urban and rural areas scientifically to create characteristic rural space; (2) paying attention to emotional experience design, awakening tourists positive "nostalgia"; (3) In short, the future development of rural tourism needs to draw support from the concept of nostalgia, pay attention to the human feelings of different social time and space, pay attention to the ecological relationship between people and society, people and nature; restore rural landscape, enhance rural value, inherit rural culture, and amend folk customs. The people, tourists and homesick people who wander abroad store their "nostalgia" spiritual homeland, and retain a variety of time and space memories for the people's nostalgia, thus realizing the "remembering homesickness" of the urban renaissance.
【學位授予單位】：中南財經(jīng)政法大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F592;F323
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