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文体旅融合对游客满意度的影响研究——以四姑娘山景区为例

Study on the Influence of Cultural and Tourism Integration on Tourist Satisfaction —A Case Study of Siguniang Mountain Scenic Area

Study on China Physical Science / 2025,7(2): 141-148 / 2025-07-04 17 18

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• Authors: 冯勇¹ 侯思盈² 龚剑³
• Information:

  1．四川旅游学院，成都；
  2．成都外国语学院，宜宾；
  3．西南财经大学体育学院，成都

• Keywords:
  Integration of culture; Sports and tourism; Structural Equation Modeling; Tourist satisfaction
  文体旅融合; 结构方程模型; 游客满意度
• Abstract: Based on structural equation modeling, this study constructs the impact of cultural, sports, and tourism dimensions on tourist satisfaction in the context of cultural, sports, and tourism integration. The mutual influence mechanism between tourist perceived value and overall customer satisfaction (tourist satisfaction, tourist loyalty) is analyzed. It is found that tourist expected value and perceived quality of cultural, sports, and tourism integration are the main factors affecting perceived quality of cultural, sports, and tourism integration. Perceived quality of cultural, sports, and tourism integration, perceived quality of public services in tourist destinations, and perceived value of tourism have a positive impact on overall tourist satisfaction. At the same time, in the dimension of overall tourist satisfaction, tourist satisfaction also has a certain impact on tourist loyalty. This article proposes a path to enhance tourist satisfaction through the integration of culture, sports, and tourism in tourist destinations from three levels: resources, products, and markets, in order to promote sustainable economic development of tourist destinations through the integration of culture, sports, and tourism. 本研究基于结构方程模型，构建了文体旅融合背景下文化、体育、旅游维度对游客旅游满意度的影响模型，分析了游客旅游感知价值与总体顾客满意度（游客满意度、游客忠诚度）之间的相互影响机制。研究发现，游客旅游期望值和文体旅融合质量感知是影响游客对文体旅融合质量评价的主要因素，文体旅融合质量感知、旅游地公共服务质量感知、旅游感知价值对总体游客满意度具有正向影响。同时在总体游客满意度的构成维度中游客满意度对游客忠诚度也存在一定影响。本文从资源、产品、市场三个层次，提出旅游地通过文体旅融合提升游客满意度的路径，以期借助文体旅融合促进旅游地经济可持续发展。
• DOI: https://doi.org/10.35534/scps.0702021
• Cite: 冯勇，侯思盈，龚剑．文体旅融合对游客满意度的影响研究——以四姑娘山景区为例［J］．中国体育研究，2025，7（2）：141-148．