基于共享体验的旅游者忠诚度研究：理论拓展与实证检验

The structural contradiction between supply and demand is a prominent problem in the development of China's tourism industry. In the era of emphasizing the supply-side reform, it is of positive significance in both theory and practice to study the change of tourists' preferences from the demand side, to direct tourism demand, and to improve the matching of demand and supply. Firstly, based on the theories of consumer behavior and customer loyalty, the project advances the connotation of tourists’ demand from "people-view" to "people-people" and "people-self" in the experience economy, and refines a new path and characterization of tourists' perception of tourism supply; it extends the theory of tourist loyalty by introducing the new perspective of the communities generated by experience sharing. Secondly, by exploring the logic and mechanism underlying the research paradigm of experience, identification, trust and loyalty, this project rebuilds the tourist loyalty model and further verifies the model empirically in two types of tourism scenarios of the "short-term leisure" and "traditional urban culture experience". Eventually, adopting the loyalty index approach and the data accumulated for a long time and in a large sample size under the circumstances of rural tourism, this project performs the prediction of tourist loyalty index and analyses influencing factors’ possibilities and space for improvement. The research results will enrich and extend the theoretical connotations and analysis system of tourist loyalty, and provide theoretical guidance and decision-making basis for policy adjustment and market regulations.

供给与需求的结构性矛盾是当前我国旅游产业发展中的突出问题。在着重供给侧改革的时代，从需求端出发研究旅游者偏好的变化，引导旅游需求进而提升需求与供给的匹配度，在理论和实际上都具有积极意义。本课题首先基于消费者行为、顾客忠诚等理论，在体验经济背景下，将对旅游者需求的内涵研究由“人-景”向“人-人、人-我”提升，提炼旅游者对旅游供给感知的新路径及表征，引入体验共享生成社群的新视角，拓展旅游者忠诚度的研究理论；其次，挖掘体验-认同-信任-忠诚研究范式的内在逻辑和作用机理，重新构建旅游者忠诚度模型，并在“短期休闲度假型”和“城市传统文化体验型”两类场景下进行评价及比较研究；最后，运用忠诚度指数方法，以乡村旅游为对象，基于较长时间和较大样本量，预测旅游者忠诚度指数并分析影响要素的改进可能和改进空间。课题成果将丰富并拓展旅游者忠诚的理论内涵和分析体系，为政策调整和市场调控提供理论指导与决策支持。

供给与需求的结构性矛盾是当前我国旅游产业发展中的突出问题。在着重供给侧改革的时代，从需求端出发研究旅游者偏好的变化，引导旅游需求方向，提升需求与供给的匹配度，在理论和实际方面都具有积极意义。①本课题基于消费者行为、顾客忠诚等理论，在体验经济背景下，超越目的地的视角，将作为旅游者忠诚形成的逻辑起点的旅游者体验需求，从“人-景”向“人-人”、“人-我”提升，提炼相应的旅游者感知形成的新路径和表征，及忠诚养成的新机理，拓展旅游者忠诚度的研究理论；②构建旅游者体验需求升级带来的旅游者忠诚度模型，设计旅游者忠诚度测量变量及忠诚度影响要素测量变量。采用混合研究的方法，构建了对旅游者忠诚的重要影响因素体验、感知、满意度、游客情感等。③研究从旅游者三维体验需求出发，就发现了旅游者超越具体旅游目的地忠诚的可能，至少在旅游类型偏好上已经初步形成成果。课题基于“短期休闲度假”场景的应用和论证，以江宁区黄龙岘乡村旅游为典型旅游地，拓宽了旅游者忠诚度理论模型应用的范围，更主要的是提升了应用的层次，由微观到中观甚至宏观，为旅游供给侧市场调控和政策调整提供理论指导与决策依据。预期的创新表现在：①新的视角拓展了旅游者忠诚度的理论体系；②新的场景提升了旅游者忠诚度理论的应用层次。