Research on the Impact of Z-Generation Tourists' Perceived Risks in Cultural Heritage Tourism on Destination Loyalty——A Case Study of Nanxun Ancient Town
潍坊学院
潍坊学院
Abstract
This study takes college student tourists as the research object and takes Nanxun Ancient Town as an example to explore the influence relationship between tourism risk perception and tourism satisfaction and loyalty. Through literature analysis and questionnaire survey methods, a tourism risk perception model was constructed from four dimensions: financial risk, facility and service risk, expectation risk, and cultural difference risk. The research hypotheses that risk perception negatively affects satisfaction and satisfaction positively affects loyalty were proposed. A total of 226 valid questionnaires were collected, and SPSS 27.0 was used for reliability and validity tests, correlation analysis, and regression analysis. The results show that all four dimensions of tourism risk perception have a significant negative impact on the tourism satisfaction of college student tourists, while satisfaction has a significant positive effect on loyalty. Based on the research conclusions, practical suggestions such as establishing a transparent pricing mechanism,upgrading intelligent infrastructure, precise demand prediction, and cultural buffering strategies are proposed to reduce tourism risks, enhance the tourist experience, and promote the sustainable development of ancient towns. This research not only enriches the theoretical system of tourism risk perception but also provides empirical evidence for the management of ancient town tourism. However, the limitations of sample representativeness and dynamic risk measurement still need to be further explored in future research.
Keywords:
Tourism risk perception; Satisfaction; Loyalty; Ancient town tourism; College student touristsCopyright Notice & License:
All articles published in Journal of Law, Psychology, and Communication Studies are licensed under the Creative Commons Attribution 4.0 International License (CC BY 4.0).
This license permits:
-
Unrestricted use, distribution, and reproduction in any medium;
-
Commercial and non-commercial use;
-
Adaptation and transformation, including derivative works;
provided that appropriate credit is given to the original author(s) and source, and a link to the license is included.
Authors retain full copyright of their work and grant the journal the right of first publication.
This work is licensed under a Creative Commons Attribution 4.0 International License.
PDF Downloads
Journal Info
How to Cite
References
Bauer R A. Consumer Behavior as Risk Taking [M]//Risk Taking and Information Handling in Consumer Behavior. MA, Cambridge: Harvard University Press, 1960: 389-398.
白银霞.有组织的休闲徒步旅游者风险感知的研究[D].石河子大学,2018.
Baker D A, Crompton J L. Quality, satisfaction and behavioral intentions[J]. Annals of tourism research, 2000, 27(3): 785-804.
Bayih B E, Singh A. Modeling domestic tourism: motivations, satisfaction and tourist behavioral intentions[J]. Heliyon, 2020, 6(9): e04839.
Chen R, Zhou Z, Zhan G, et al. The impact of destination brand authenticity and destination brand self-congruence on tourist loyalty: The mediating role of destination brand engagement[J]. Journal of Destination Marketing & Management, 2020, 15: 100402.
Ćulić M, Vujičić M D, Kalinić Č, et al. Rookie tourism destinations—The effects of attractiveness factors on destination image and revisit intention with the satisfaction mediation effect[J]. Sustainability, 2021, 13(11): 5780.
程雪.邮轮出行感知价值、风险感知和游客行为意向关系研究[D].中南财经政法大学，2019.
陈翔雨,徐诗怡,唐承财,等.冰雪旅游地游客满意度评价及提升模式(英文)[J].Journal of Resources and Ecology,2022(4).
陈红玲,李欣华.滨海旅游游客感知、满意度与忠诚度关系研究——以广西防城港滨海旅游为例[J].广西职业师范学院学报,2020,32(04):76-81.
陈红玲,张灵杰,赵赞.游客恢复性环境感知对地方依恋与忠诚度的影响——以广西巴马瑶族自治县为例[J].资源开发与市场,2021,37(10):1239-1246.
Engel,Blackwell,Minard.Form expectations to behavioral intentions[J].Journal of Marketing Research,1993,3(1):7-27.
冯雅力.基于结构方程模型的潜在旅游者风险感知与出游意愿分析[J].清远职业技术学院学报,2020,13(05):32-36.
何建民,潘永涛.顾客感知价值、顾客满意与行为意向关系实证研究[J].管理现代化,2015,35(01):28-30.
黄旭,常丽丽,顾晓艳.民宿旅游者地方依恋、满意度与忠诚度关系研究——以杭州临安为例[J].经济研究导刊,2022,(34):67-70.
韩燕妮.基于游客满意度分析的乔家大院旅游发展策略研究[D].兰州:西北师范大学,2023.
Kim Eun Joo,Pomirleanu Nadia. Effective redesign strategies for tourism managem ent in a crisis context:A theory-in-use approach[J]. Tourism Management,2021,8 7:104359.
Lepp A, Gibson H. Tourist roles, perceived risk and international tourism[J]. Annals of TourismResearch, 2003, 30(3): 606-624.
李秋云，韩国圣.基于游客满意度提高乡村旅游经济效益的研究:以威海市河口胶东渔村为例[J].资源开发与市场，2011，27(12):1125-1127.
梁永国,高涵硕.旅游目的地游客忠诚度研究——以秦皇岛为例[J].国土与自然资源研究,2020(2):5
马军.历史文化街区旅游形象感知及对忠诚度的影响研究[D].内蒙古大学,2023.
Oliver R L.A cognitive model of the antecedents and consequences of satisfaction decisions[J].Joumal of Marketing Research,1980(4).
Oppermann M.Tourism destination loyalty［J］.Journal of Travel Research,2000,39（1）:78～84.
Phi Long Nguyen, Phuong Dung Hoang & Huy Thong Vu.(2024).How perceived crowding changes the interrelationships between perceived value, tourist satisfaction and destination loyalty:the empirical study at Hoi An. International Journal of Tourism Cities(1),324-352.
Pizama A, Neumann Y,Reichel A.Dimension of tourist satisfaction with a destination area[J].Annals of Tourism Research,1978(3).
Quintal V A,Lee J A,Soutar G N.Risk,uncertainty and the theory of planned behavior:A tourism example[J].Tourism Management,2010,31(6):797-805.
Qiu M, Zhang J, Zhang H, et al. Is looking always more important than listening in tourist experience?[J]. Journal of Travel & Tourism Marketing, 2018, 35(7): 869-881.
丘小燕,李强红,邹永广.新生代游客涉入度与文化认同对红色旅游忠诚度的影响研究[J].旅游导刊,2022,6(01):67-88.
任莹.上海市女性出境旅游消费行为研究[D].广西师范大学,2023.
史灿.特色小镇旅游目的地形象与游客满意度、忠诚度关系研究——以雄安新区周边特色小镇为例[J].河北企业,2018,(05):93-94.
Stone R N, Grønhaug K. Perceived risk: Further considerations for the marketing discipline[J]. European Journal of marketing, 1993, 27(3): 39-50.
Trišić, I., Štetić, S., Candrea, A. N., Nechita, F., Apetrei, M., Pavlović, M., ... & Perić, M. (2024).The Impact of Sustainable Tourism on Resident and Visitor Satisfaction—The Case of the Special Nature Reserve “Titelski Breg”, Vojvodina. Sustainability,16(7),2720.
吴国清. 国内外旅游风险感知研究述评[J].社会科学家，2015（12）：83-87.
武亚楠.基于SEM的低碳景区建设与评价——以海南省为例[J].保山学院学报,2024,43(01):80-89.
Wilks,J.& Page S. Current status of tourist he alth and safety[M]. Oxford: Pergamon. Managingtourist health and safety in the new millennium, 2006:3-18.
Wang F，Xue T，Wang T，et al．The mechanism of tourism risk perception in severe epidemic——the antecedent effect of place image depicted in anti-epidemic music videos and the moderating effect of visiting history[J].Sustainability，2020，12(13)：5454.
许峰，李帅帅，牛文霞，等．旅游目的地如何有效管控风险——来自南疆地区的证据[J]．南开管理评论，2019,22(1):66-75.
姚延波，侯平平.女性旅游风险感知维度研究[J].消费经济,2019,35(03):88-96.
杨发鹏,白银霞.新疆屯垦旅游形象对旅游忠诚度的影响研究——以石河子地区为例[J].石河子大学学报(哲学社会科学版),2018,32(03):50-56.
Yoon Y，Uysal M.An examination of the effects of motivation and satisfaction on destination loyalty：A structural model［J］.Tourism Management，2005，26（1）：45～56.
章杰宽.国内旅游者西藏旅游风险认知研究[J].四川师范大学学报（社会科学版），2009，(6): 111-118.
ZEHRER A,RAICH F.The Impactof Perceived Crowding on Customer Satisfaction[J]. Journal of Hospitality and Tourism Management,2016，29：88-98.
Zou Y, Meng F. Chinese tourists’ sense of safety: Perceptions of expected and experienced destination safety[J]. Current Issues in Tourism, 2020, 23(15): 1886-1899.
张茜,杨东旭,李思逸,等.地方依恋对森林旅游游客亲环境行为的调节效应[J].中南林业科技大学学报,2020,40(8):164-172.
赵艺琳.新冠疫情下旅游风险感知挖掘及其对游客行为意图的影响[D].南京信息工程大学,2023.
张同颢.文化遗产旅游真实性感知模型的构建研究[D].北京交通大学,2022.
