随着旅游成为大众常态化的生活方式，旅游金融服务的重要性更加凸显。以往的研究更多侧重于旅游目的地综合服务质量对游客满意度及消费意愿的影响研究，而较少从金融视角来分析。以宁波为例，分析了旅游金融服务质量对游客满意度及消费意愿的影响作用。研究发现，可靠性、安全性对游客满意度有显著的正向影响，而旅游金融服务质量的4个维度均对消费意愿无显著的影响作用。研究发现对于提升旅游目的地金融服务有着重要的启示作用。%While tourism has become people’s normalization life style,tourism finance services have embodied more and more important functions.The previous studies pay more attention to the effect of comprehensive tourism service to tourists’satisfac-tion and intention.Taking Ningbo as an example,the paper analyzed the effect of tourism service of tourism finance to satisfaction and consumer behaviors.The results showed that reliability and security have notable and positive effect to tourists’satisfaction, but the four dimensions of tourism finance quality haven’t notable effect to consumer intention.The study will have an important enlightenment for upgrading destination tourism quality.
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