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在“健康中国”战略推进与户外运动产业快速发展的背景下,提升游客忠诚度已成为推动旅游目的地可持续发展的关键环节。本文以河北省户外运动旅游者为样本,通过收集594份有效问卷数据,基于S-O-R理论,构建“旅游动机—感知风险—感知价值—满意度—忠诚度”的M-S-O-R整合模型,采用结构方程模型(SEM)与模糊集定性比较分析(fsQCA)相结合的方法,探究变量间的直接影响、中介传导、调节效应及组态机制。研究发现:不同旅游动机的影响存在差异,猎奇与求知、社交、放松与休闲动机可直接提升体验满意度,健康与自我实现动机的即时满意度影响不显著;健康与自我实现、放松与休闲动机能正向促进感知价值,而猎奇与求知、社交动机的价值感知影响不显著;感知价值与满意度承担关键中介角色,感知风险对游客体验呈非线性作用,整体适度风险可强化满意度,但对放松型游客需低风险;游客忠诚度形成依赖多条件组态,识别出“社交—健康驱动型”“多元体验—均衡满足型”“探险—无风险感知型”3类高忠诚路径。
Abstract：Against the backdrop of the "Healthy China" strategy and the rapid development of the outdoor sports industry,enhancing tourist loyalty has become a critical factor for the sustainable development of tourism destinations.Taking outdoor sports tourists in Hebei Province as the research sample,this study collected 594 valid responses through a screening questionnaire.Based on the stimulus-organism-response theory,an integrated motivation-stimulus-organism-response model framed as "tourist motivation-perceived risk-perceived value-satisfaction-loyalty" was constructed.A combination of structural equation modeling and fuzzy-set qualitative comparative analysis was employed to examine the direct effects,mediating transmission,moderating effect and configurational mechanism among the variables.The findings are as follows.(1)Different types of travel motivation have heterogeneous effects.Curiosity and knowledge-seeking,social,and relaxation and leisure motivations directly enhance experiential satisfaction,whereas the immediate impact of health and self-actualization motivation on satisfaction is insignificant.(2)Health and self-actualization,as well as relaxation and leisure motivations,positively influence perceived value,while the effects of curiosity and knowledge-seeking and social motivations on perceived value are not significant.(3)Perceived value and satisfaction serve as key mediators.Perceived risk exerts a non-linear effect on tourist experience:an overall moderate level of risk can enhance satisfaction,but low risk is required for relaxation-oriented tourists.(4)The formation of tourist loyalty depends on multiple configurational conditions.Three high-loyalty pathways are identified:the "social-health driven" type,the "diversified experience-balanced satisfaction" type,and the "adventure-no risk perception" type.
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基本信息:
中图分类号:G895;F592.7
引用信息:
[1]田建功,田芮畅,姚丽芬,等.河北省户外运动旅游游客忠诚度的形成机制研究[J].地理与地理信息科学().
基金信息:
河北省社会科学基金项目(HB22TY017)
2026-07-09
2026-07-09
2026-07-09