摘要
Mountain skiing has become a popular winter ecotourism activity in China. Studying the loyalty of eco-tourists from the perspective of tourist experience is important to the continued development of mountain ski tourism. Based on the flow experience theory, we developed and tested a structural equation model to examine relationships among flow experience, positive emotions and the loyalty of eco-tourists. Survey data from 324 eco-tourists with skiing experience at Daweishan Mountain Ski Resort was used for exploratory factor, confirmatory factor and path analyses. Results revealed five dimensions of flow experiences of eco-tourists： Concentration on task at hand, Loss of self-consciousness, Transformation of time, Autotelic experience, and Challenge-skill balance. As hypothesized, influences of Transformation of time, Autotelic experience and Challenge-skill balance on positive emotions were significant and positive. Concentration on task at hand, Autotelic experience, Challenge-skill balance and positive emotions positively influenced the loyalty of eco-tourists. Suggestions for developing ecotourism products are discussed such as designing a conductive environment to activate flow experience, providing personalized service to promote positive emotion, and developing experiential tourism activities.
在中国,山地滑雪已成为一项重要的冬季生态旅游活动。从旅游体验视角出发研究生态旅游者的游客忠诚度,对山地滑雪旅游开发具有重要意义。本研究基于心流体验理论,构建了生态旅游者心流体验、积极情绪与游客忠诚的结构方程模型,在湖南大围山滑雪场展开调研,并对获得的324个有效样本进行探索性因子分析、验证性因子分析及路径分析。结果表明:生态旅游者心流体验包括"全神贯注"、"自我意识丧失"、"时间扭曲"、"自成目的的体验"、"技能–挑战平衡"5个构面;其中,心流体验的"时间扭曲"、"自成目的的体验"、"技能–挑战平衡"3个维度对生态旅游者积极情绪有显著正向影响;而心流体验的"全神贯注"、"自成目的的体验"、"技能–挑战平衡"3个维度对生态旅游者忠诚有显著正向影响;同时,积极情绪对生态旅游者忠诚有显著正向影响。此外,从营造心流体验产生的环境、通过人性化服务激发生态旅游者的积极情绪、开展体验式旅游活动等方面对生态旅游区产品开发提出了相应的建议。
基金
Humanities and Social Science Foundation of Hunan Province(16JD48)
