目的地服务质量对旅游者重游意愿具有重要影响,目的地服务质量的提升势在必行。本文以新疆入境游客为调查对象,将目的地形象作为中介变量、旅游满意度作为调节变量,实证考察目的地服务质量、形象感知对游客重游意愿的影响。结果显示：不同维度目的地服务质量会对目的地形象、游客重游意愿产生差异化影响;目的地的认知形象与情感形象在服务质量与游客重游意愿之间具有多重中介作用;满意度在情感形象对游客重游意愿的影响中具有显著的调节作用。旅游目的地服务质量对游客重游意愿的直接影响、传导机制和边界条件为入境旅游的高质量发展提供了决策参考。
The quality of destination service has an important influence on tourists'willingness to return to travel,and it is imperative to improve the quality of destination service. This research would take Xinjiang inbound tourists as the object of investigation,the image of the destination as the intermediary variable, the tourist satisfaction as the adjustment variable in order to empirically examine the influence mechanism of the quality of service and image perception on the tourists'willingness to re-visit. It is found that the dimension of destination service quality has a differentiated effect on destination image and re-travel intention,the destination image has multiple intermediary effects between service quality and re-travel intention,and satisfaction has a significant regulating impact on the influence of emotional image on tourists're-travel intention. It is obvious that the direct influence and transmission mechanism of tourist destination service quality on tourists'willingness to revisit combined with boundary condition may provide decision-making reference for the high-quality development of inbound tourism.
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