“洋家乐”游客的动机、感知价值对其满意度和行为意愿的影响

doi:10.3785/j.issn.1008-9497.2018.01.014

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摘要乡村旅游和度假休闲发展已经成为我国旅游发展战略的重要组成部分，快速获得成功并在旅游业独树一帜的"洋家乐"被认为是乡村旅游和度假休闲产品的双重典型，因而全面了解其成功因素和未来可持续发展方向对我国旅游业意义重大.从游客角度系统分析了动机、感知价值和满意度对行为意愿的影响.根据对10家"洋家乐"的497位游客样本的实证分析，结果显示逃离人际束缚动机、感知功能价值、炫耀价值、个人价值和独特价值对"洋家乐"游客的未来行为意愿有显著影响，满意度在其中发挥完全或部分的中介效应.最后，从"洋家乐"业主以及政府和社区居民的角度提出了"洋家乐"未来发展的管理建议.

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	李罕梁
	周玲强
	郑一波

关键词 ： &ldquo, 洋家乐&rdquo, 可持续发展, 动机, 感知价值, 满意度, 行为意愿

Abstract：Rural tourism and leisure vacation have become critical components of tourism development strategy of China. With the fast development and outstanding performance in tourism industry,"Yang Knorr", which usually refers to small inns located in the rural area with elegant architecture, simple design and comfortable facilities, features both rural tourism and leisure vacation. There is an urgent need to gain comprehensive understanding of the success factors for future development of Yang Knorr. This study takes tourists' feeling as the key of the success of Yang Knorr, aiming to investigate the relationship between tourists' motivation, perceived value, satisfaction, and behavioral intention. Based on the empirical analysis of 497 tourists' samples collected from 10 Yang Knorr, our results show that escaping from the constraints of human relationships, perceived functional value, showing-off, extended self, and uniqueness have significant influence on behavioral intention, and satisfaction is proved to be a mediator. Finally, managerial implication of future development of Yang Knorr is proposed for owner of Yang Knorr, government, and local community.

Key words： Yang Knorr sustainable development motivation perceived value satisfaction behavior intention

收稿日期: 2016-06-30

ZTFLH:

F592

基金资助:浙江大学城市学院2016年度教师科研基金项目（工商管理省一流学科）（J-16019）；杭州市社科优秀青年人才培育计划资助项目（2017RCZX39）.

作者简介: 李罕梁(1985-),ORCID:http://orcid.org/0000-0003-3893-1153,男,博士,主要从事游客动机、体验、行为和旅游目的地开发研究,E-mail:lihanl@zucc.edu.cn.

引用本文:

李罕梁, 周玲强, 郑一波. “洋家乐”游客的动机、感知价值对其满意度和行为意愿的影响[J]. 浙江大学学报（理学版）, 2018, 45(1): 92-102.
LI Hanliang, ZHOU Lingqiang, ZHENG Yibo. Influences of motivation, perceived value of the Yang Knorr tourists on their satisfaction and behavior intention. Journal of ZheJIang University(Science Edition), 2018, 45(1): 92-102.

链接本文:

http://www.zjujournals.com/sci/CN/10.3785/j.issn.1008-9497.2018.01.014 或 http://www.zjujournals.com/sci/CN/Y2018/V45/I1/92

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