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户外运动旅游期望、旅游动机对重游意愿的影响： 体验质量的中介作用

Research on the Relationship between Outdoor Sports Tourism Expectation and Motivation and Willingness to Revisit Based on the the Mediating Variable of Experience Quality

Leisure Sports and Health / 2021,1(2): 15-20 / 2021-09-09 1581 559

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• Authors: 李娜      刘仕彬      余苗     
• Information:

  湖北大学体育学院，湖北武汉

• Keywords: Outdoor sports tourism; Tourism expectations; Tourism motivation; Quality of experience; Willingness to revisit; Mediating effect 户外运动旅游；旅游期望；旅游动机；体验质量；重游意愿；中介作用
• Abstract: The relationship model between tourism motivation, expectation and revisit intention in outdoor sports tourism is constructed with experience quality as mediating effect variable, and SPSS24.0 is used to carry out correlation, regression and mediating effect analysis of variables to explore the formation of tourists’ revisit intention mechanism. The results show that outdoor tourism motivation has a significant positive impact on experience quality; outdoor tourism expectations have a significant positive impact on experience quality; outdoor sports tourism motivation has a significant positive impact on tourists’ willingness to revisit; outdoor sports tourism expectations have a significant positive effect on revisiting Willingness has a significant positive effect; outdoor tourists’ experience quality has a significant positive effect on revisiting willingness; outdoor sports tourists’ experience quality has mediating effect between tourism motivation, expectations and revisiting willingness, indicating the motivation of outdoor sports tourism and expectation indirectly affects the willingness to revisit through the quality of experience. In response to the requirements of tourists for experience, the managers of outdoor sports tourism destinations shouldprovide tourists with tourism products with high experience quality, and promote the operators and managers of tourist attractions to improve and optimize the factors that affect the experience quality of outdoor sports tourists. 本研究以户外运动旅游体验质量为中介变量，构建户外运动旅游中旅游动机、期望和重游意愿的关系模型，运用 SPSS24.0 对变量进行相关、回归及中介效应分析，探讨旅游者重游意愿的形成机理。结果表明：户外旅游动机对体验质量有显著正向影响；户 外旅游期望对体验质量有显著正向影响；户外运动旅游动机对旅游者重游意愿有显著正向影响；户外运动旅游期望对重游意愿有显著正向影响；户外旅游者体验质量对重游意愿有显著正向影响；户外运动旅游者体验质量在旅游动机、期望与重游意愿之间 起到完全中介作用，说明户外运动旅游动机和期望通过体验质量间接影响重游意愿。针对旅游者对体验的要求，户外运动旅游目的地管理者应为旅游者提供高体验质量的旅游产品，促进旅游景区经营者和管理者对影响户外运动旅游者体验质量的要素进行改善和优化。
• DOI: http://doi.org/10.35534/lsh.0102004
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