爱她,保护她:传统村落游客文化保护意愿的作用机制探究——基于目的地品牌至爱视角

Love Her,Protect Her: Exploring the Mechanisms of Tourists' Cultural Protection Intention in Traditional Villages——A Perspective of Destination Brand Love

文章基于目的地品牌至爱理论,探究传统村落旅游目的地游客文化保护意愿的作用机制。通过构建两组结构方程模型,分别验证地方感与目的地—自我一致性作为目的地品牌至爱的前因变量,对作为目的地品牌至爱的结果变量:目的地的文化传承意愿以及文化宣传意愿的影响。研究结果显示,地方认同和真实自我—的地一致性能够显著影响目的地品牌至爱,并通过目的地品牌至爱与目的地品牌忠诚的链式中介作用影响游客文化保护意愿。根据结论,文章给蕴含传统文化的传统村落型旅游目的地提出了实践层面的管理与营销建议。

Based on the theory of destination brand love,this study explores the mechanisms of tourists cultural protection intention in traditional village tourism destinations.By constructing two sets of structural equation models,the antecedent variables of sense of place and destination-self congruence are validated as predictors of destination brand love.The study also investigates the impact of destination brand love on two outcome variables:cultural inheritance and cultural promotion intention The results indicate that place identification and actual self-destination congruence significantly influence destination brand love and,through the mediating roles of destination brand love and destination brand loyalty,influencing tourists cultural protection intention.In conclusion,this study provides practical management and marketing recommendations for traditional village tourism destinations that embody traditional culture.