Zhou Bin, Xiong Qihao, Li Ping, Wang Ling-En, Yu Hu, Jin Jianying
Marine Economic Research Center, Donghai Academy/Yangtze River Delta Ecological Civilization Research Center/Department of Tourism, Ningbo University, Ningbo, China.
HNU-ASU Joint International Tourism College, Hainan University, Haikou, China.
Front Psychol. 2022 Oct 24;13:1023308. doi: 10.3389/fpsyg.2022.1023308. eCollection 2022.
Focusing on Hangzhou, a famous tourist city in China, in this study, four regression models were constructed through four items of tourist loyalty to investigate the influence of tourist perceptions and characteristics on male and female tourist loyalty to shared bicycles. A questionnaire survey and ordered logistic regression model techniques were used. Survey data from 467 tourists indicated that there were significant differences between male and female tourists. For male tourists, their willingness to reuse shared bicycles (Models 1 and 2) was positively correlated with ease of access to cycles, environmental awareness, psychological benefit, and management provision; however, their willingness to recommend shared bicycles (Models 3 and 4) was only affected by environmental awareness, psychological benefit, and management provision. Among female tourists, willingness to reuse shared bicycles (Models 1 and 2) was affected by ease of access to cycles, environmental awareness, and rule adherence, while their willingness to recommend shared bicycles (Models 3 and 4) was affected by ease of access to cycles, environmental awareness, psychological benefit, and managerial provision. In addition, female tourists' socio-demographic and behavioral characteristics had a significant impact on their loyalty, among which length of stay in Hangzhou and education were significant in the four regression models, and number of visits to Hangzhou had a positive impact on female tourists' willingness to reuse (Models 1 and 2). In addition, female tourists who used Hellobike had higher willingness to reuse and recommend than those who used Mobike. For male tourists, only length of stay in Hangzhou had a significant impact on their reuse intention (Model 2). The current study extends the theory of attribution to explore the factors which may affect tourist's loyalty to bicycle-sharing from the perspectives of tourists' perceptions. It will provide further support to decision makers in the development of new shared-bicycle systems at Chinese tourist destinations, with the aim of strengthening tourist loyalty to shared-bicycle programs.
本研究聚焦于中国著名旅游城市杭州，通过四项游客忠诚度指标构建了四个回归模型，以探究游客认知和特征对男女游客共享单车忠诚度的影响。研究采用了问卷调查和有序逻辑回归模型技术。467名游客的调查数据表明，男女游客之间存在显著差异。对于男性游客，他们再次使用共享单车的意愿（模型1和模型2）与自行车获取便利性、环保意识、心理效益和管理措施呈正相关；然而，他们推荐共享单车的意愿（模型3和模型4）仅受环保意识、心理效益和管理措施的影响。在女性游客中，再次使用共享单车的意愿（模型1和模型2）受自行车获取便利性、环保意识和规则遵守情况的影响，而她们推荐共享单车的意愿（模型3和模型4）则受自行车获取便利性、环保意识、心理效益和管理措施的影响。此外，女性游客的社会人口统计学和行为特征对其忠诚度有显著影响，其中在杭州的停留时间和教育程度在四个回归模型中具有显著性，来杭州的次数对女性游客再次使用的意愿（模型1和模型2）有积极影响。此外，使用哈啰单车的女性游客比使用摩拜单车的女性游客有更高的再次使用和推荐意愿。对于男性游客，只有在杭州的停留时间对其再次使用意愿有显著影响（模型2）。本研究扩展了归因理论，从游客认知的角度探索可能影响游客对共享单车忠诚度的因素。它将为中国旅游目的地新共享单车系统的开发决策者提供进一步支持，以增强游客对共享单车项目的忠诚度。
