A study of religious tourism experiences and visitor loyalty at Mount Wutai
五台山宗教旅游体验与游客忠诚度研究

摘要

五台山作为中国佛教四大名山之首，是汉传佛教与藏传佛教交融的典型宗教文化旅游目的地，宗教旅游资源禀赋突出，游客体验与忠诚度对其可持续发展至关重要。本文以五台山为案例地，通过扎根理论逐级编码，提炼主观因素、客观因素、游客价值体验满足、游客忠诚度四大核心范畴，构建五台山宗教文化旅游游客忠诚度影响因素模型；借助分层线性回归实证检验各因素作用效应，结果显示：主观因素与客观因素共同显著影响游客价值体验满足，其中主观因素增量解释力更强；游客价值体验满足对游客忠诚度的解释力为77.5%，祈福许愿、宗教洗涤、生态景观三类价值满足均具备显著正向驱动作用。基于实证结论，从景区综合管理、文化原真性保护、数字化服务升级三方面提出优化策略，为宗教文化旅游地改善游览体验、提高游客忠诚度提供理论参考与实践支撑。

Abstract

As the foremost of China’s four great Buddhist mountains, Mount Wutai is a quintessential religious and cultural tourism destination where Han Buddhism and Tibetan Buddhism converge. It possesses outstanding religious tourism resources, and visitor experience and loyalty are crucial to its sustainable development. Taking Mount Wutai as a case study, this paper employs grounded theory and hierarchical coding to distil four core categories: subjective factors, objective factors, satisfaction of visitor value experiences, and visitor loyalty. A model of factors influencing visitor loyalty in Mount Wutai’s religious and cultural tourism is thereby constructed; Using hierarchical linear regression, the study empirically tests the effects of each factor. The results indicate that both subjective and objective factors significantly influence visitor value experience satisfaction, with subjective factors contributing a larger incremental explanatory power. Visitor value experience satisfaction accounts for 77.5% of the variance in visitor loyalty, with the fulfilment of three value categories-praying for blessings and making wishes, religious purification, and ecological landscapes-all demonstrating significant positive driving effects. Based on these empirical findings, optimisation strategies are proposed across three dimensions: comprehensive scenic area management, preservation of cultural authenticity, and upgrading of digital services. These provide theoretical guidance and practical support for religious and cultural tourism destinations seeking to enhance visitor experiences and improve visitor loyalty.