【摘要】：近年來,隨著城市化進程的加快,城市居民的生活壓力也越來越大。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的時尚。農(nóng)家樂也因此進入了迅猛發(fā)展時期,全國各地的農(nóng)家樂景區(qū)層出不窮。如何獲得較大的市場占有率是各農(nóng)家樂經(jīng)營者競相追逐的目標。培育大量的重游游客,可以大幅度的減少宣傳的費用,加快資金的循環(huán)利用,于無形之中增加了農(nóng)家樂的競爭力,對農(nóng)家樂的成長壯大和鄉(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內(nèi)外相關(guān)文獻之后,綜合運用旅游學、消費者行為學等相關(guān)學科的基礎(chǔ)理論,從旅游體驗的視角對國外現(xiàn)有模型進行細化和豐富,構(gòu)建本研究的理論模型,并依此提出研究假設(shè)并進行驗證。本研究采用問卷調(diào)查的方法共搜集到的263份有效問卷,利用SPSS對搜集到的數(shù)據(jù)進行因子分析、相關(guān)分析和回歸分析,得出以下結(jié)論： (1)農(nóng)家樂游客的旅游體驗包括景觀體驗、設(shè)施體驗、服務(wù)體驗和表演活動體驗四個構(gòu)成要素。同時,農(nóng)家樂游客的表演活動體驗對其感知價值和重游意愿都有顯著的正向影響；而農(nóng)家樂游客的服務(wù)體驗對感知價值和重游意愿都沒有顯著的相關(guān)關(guān)系。此外,數(shù)據(jù)分析結(jié)果還顯示農(nóng)家樂游客的景觀體驗對感知價值和重游意愿都有顯著的影響,而游客的設(shè)施體驗對其重游意愿有著顯著的影響,卻與游客的感知價值沒有顯著的相關(guān)關(guān)系。 (2)農(nóng)家樂游客的感知價值和滿意度都對其重游意愿有著顯著的影響。同時,農(nóng)家樂游客的感知價值在景觀體驗和表演活動體驗對重游意愿的影響過程中起著一定程度的中介作用。 (3)在農(nóng)家樂游客的感知價值、滿意度和重游意愿這三者之間的關(guān)系上面,不僅僅是感知價值和滿意度都對重游意愿的直接影響非常顯著,并且農(nóng)家樂游客的感知價值還通過滿意度的中介作用影響重游意愿,同時,游客滿意度也通過感知價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值和重游意愿之間的中介作用要明顯大于感知價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.
【學位授予單位】：湖北大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F592.7;F323.4

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