II 中文摘要 最近几年，乡村旅游发展速度持续加快，同时也凸显出不少问题。尽管一 些学者从游客体验、服务感知、核心竞争力等角度对乡村旅游目的地形象作了 探索性研究，但是这些研究仍较为零散，主要以定性研究、比较研究为主，聚 焦在乡村旅游目的地形象影响因素的构成等方面，而针对这些因素对游客行为 所产生的影响以及更深入层面的探讨较为欠缺。因此，本文从游客层面出发， 以乡村旅游示范基地丹东大梨树景区为实证研究地，针对游客的满意度以及忠 诚度展开深入调查，综合探讨了乡村旅游目的形象与游客满意度、忠诚度之间 的关系。本文主要研究内容包括以下两方面：一是以丹东大梨树村为实证地创 建乡村旅游目的地形象测量量表，针对该村形象构成要素进行分析；二是通过 结构模型对该村旅游形象构成要素、旅游者忠诚度以及满意度之间的关系进行 探讨。 针对前述两大层面的相应内容，本研究选取的样本主要为到大梨树村旅游 的游客，以前人相关文献研究作为基础，同时结合该村整体旅游状况，设计出 有效的调查问卷，问卷内容除游客满意度、忠诚度以及目的地形象等方面的问 题之外，还包括游客在统计学方面的各种特征，并通过信度、效度和因子分析 提取了大梨树景区形象构成的5个维度和30个因子，其中五个维度分别为旅游 环境、旅游吸引力、旅游支撑系统、旅游基础设施、食宿及购物。其次，通过 提取的因子与满意度以及忠诚度创建结构方程模型，针对满意度、忠诚度以及 目的地形象各个因子之间的关系进行深入探讨。根据测量结果以及乡村旅游自 身的典型特征，针对模型路径进行优化和修正，并对假设加以验证，最终发现 旅游环境、旅游吸引力、旅游支撑系统、旅游基础设施、食宿及购物等五个维 度与满意度之间存在明显的正相关关系；旅游环境、旅游吸引力、旅游基础设 施和食宿及购物等四个维度与忠诚度之间存在明显正相关关系；游客满意度对 游客忠诚度有显著的正向影响。在此基础上，文章进一步对乡村旅游目的地形 象的各构成因子与游客满意度、忠诚度的关系进行了分析，最后结合该村旅游 发展的整体情况从景区环境建设、特色旅游产品开发、旅游基础、配套设施和 支撑系统的完善以及旅游营销渠道拓展等方面提出了相应的解决对策及建议。 关键词：乡村旅游；目的地形象；满意度；忠诚度；结构方程 ABSTRACT III ABSTRACT Inrecentyears,thedevelopmentofruraltourismcontinuestoaccelerate,butalso haveproblems.Althoughsomescholarsreserchedvisitorsexperience,service awareness,andthecorecompetitivenessofruraltourismdestinationimage,butthese studiesarestillfocusingontheinfluencefactoroftheruraltourismdestinationimage composition,mainlyqualitativeresearch,comparativeresearch,,andstillhavesome shortages.Therefore,fromtheperspectiveoftourists,thispapertakesDaLiShuspotas ruraltourismresearchsite,conductsanin-depthinvestigationonthesatisfactionand loyaltyoftourists,andcomprehensivelydiscussestherelationshipbetweenthe purposeimageofruraltourismandthesatisfactionandloyaltyoftourists.Themain researchcontentsofthispaperincludethefollowingtwoaspects:first,taking DaLiShuvillageasanexampletocreatetheimagemeasurementscaleofrural tourismdestination,andanalyzingit;Secondly,throughthestructuralmodel,discusses therelationshipamongtheelementsoftourismimage,touristloyaltyandsatisfaction. Fromthattwoaspects,thisstudyselectedthevisitorsfromDaLiShuassample, literatureresearchasthefoundation,andcombiningtherealsituation,designa effectivequestionnaire,itcontentsthetourists'satisfaction,loyaltyanddestination imagemeasurementandcharacteristicsoftouristsinstatistics.Andthroughthe reliability,validityandfactoranalysistoextracttheDaLiShuspotimageconsistingof fivedimensionsand30factors,fivedimensionsrespectively,theenvironmentof tourism,touristattraction,supportingsystemoftourism,touristinfrastructure, accommodationandshopping.Secondly,accordingtosatisfactionandloyaltytoset thestructuralequationmodel,anddiscussedtherelationshipamongthefactorsof satisfaction,loyaltyanddestinationimage.Duetothemeasurementresultsandthe featureofruraltourism,themodelpathisoptimizedandmodified,andthehypothesis isverified.Finally,itisfoundthatthereisanobviouspositivecorrelationbetweenthe fivedimensionsoftourismenvironment,tourismattraction,tourismsupportsystem, tourisminfrastructure,accommodationandshoppingandsatisfaction.Thefour dimensionsoftourismenvironment,tourismattraction,tourisminfrastructure, accommodationandshoppingarepositivelycorrelatedwithloyalty.Tourist satisfactionhasasignificantpositiveeffectontouristloyalty.Finally,theoverall situationoftourisminthevillageisanalyzed,andcorrespondingcountermeasuresand Suggestionsareputforwardfromtheaspectsofscenicareaenvironmentconstruction, characteristictourismproductdevelopment,tourismfoundation,supportingfacilities andsupportingsystemimprovementandtourismmarketingchannelexpansion. KeyWords：RuralTourism,DestinationImage,Satisfaction， Loyalty,StructuralEquation 目录 IV 目录 独创性声明....................................................................................................................I 关于论文使用授权的说明............................................................................................I 中文摘要................................................................................................................II ABSTRACT............................................................................................................III 1绪论............................................................................................................................1 1.1研究背景与意义.............................................................................................1 1.1.1研究背景............................................................................................1 1.1.2研究意义.............................................................................................2 1.2研究内容与研究方法.....................................................................................2 1.2.1研究内容.............................................................................................2 1.2.2研究方法.............................................................................................3 1.3创新点............................................................................................................3 1.4技术路线.........................................................................................................4 2乡村旅游目的地形象与游客满意度及忠诚度的相关理论....................................5 2.1乡村旅游目的地形象的相关研究................................................................5 2.1.1乡村旅游目的地形象的概念............................................................5 2.1.2乡村旅游目的地形象维度及测量....................................................6 2.2游客满意度的相关研究................................................................................7 2.2.1游客满意度的概念............................................................................7 2.2.2游客满意度的维度及测量................................................................8 2.3游客忠诚度的相关研究................................................................................9 2.3.1游客忠诚度的概念............................................................................9 2.3.2游客忠诚度的维度与测量..............................................................10 2.4旅游目的地形象与游客满意度、忠诚度关系的相关研究......................11 3研究方案设计..........................................................................................................13 3.1模型构建与假设...........................................................................................13 3.1.1模型构建..........................................................................................13 3.1.2模型假设...........................................................................................13 3.2研究变量的界定与测量..............................................................................15 3.2.1旅游目的地形象的界定与测量.......................................................15 3.2.2游客满意度的界定与测量...............................................................17 3.2.3游客忠诚度的界定与测量...............................................................17 3.3问卷设计......................................................................................................18 3.3.1游客的社会人口统计学特征............