旅游信息赋权对老年人旅游行为的影响及其机制分析

Study on the intention of tourism behavior of the elderly from the perspective of tourism information empowerment

老龄化和信息化趋势对旅游业发展提出了更高要求.基于此,以1948-1968年出生的老年人为研究对象,以刺激—机体—反应理论和技术接受模型理论为基础,引入感知有用性、感知易用性、感知控制为中介变量,数字反哺为调节变量,通过定性(扎根)与定量(问卷调查)相结合的研究方法,探究旅游信息赋权对老年人旅游行为意向的影响及其内在机制和边界条件.研究表明:(1)旅游信息赋权正向影响老年人的旅游行为意向;(2)感知有用性、感知易用性和感知控制在旅游信息赋权与老年人旅游行为意向间均起部分中介作用;(3)数字反哺在旅游信息赋权与感知易用性和感知控制的影响中起正向调节作用.研究成果将为促进老年旅游业的发展及应对老龄化趋势提供理论指导与决策参考.

The aging and informatization trend have put forward higher requirements for the development of tourism.Based on this,this study takes the elderly born in 1948-1968 as the research object,based on the stimulus-organism-response theory and technology acceptance model theory,introduces the perceived usefulness,perceived ease of use,perceived control as the mediating variables,and digital feedback as the moderating variable,and explores the impact of tourism information empowerment on the elderly travel behavior intention and its internal mechanism and boundary conditions through the combination of qualitative(grounded)and quantitative(questionnaire survey).The results show that:(1)tourism information empowerment positively affects the travel behavior intention of the elderly;(2)Perceived usefulness,perceived ease of use and perceived control all play a part-mediating role between tourism information empowerment and the elderly's travel behavior intention;(3)Digital feedback plays a positive regulating role in the empowerment of tourism information and the impact of perceived ease of use and perceptual control.The research results will provide theoretical guidance and decision-making reference for promoting the development of elderly tourism and coping with the aging trend.