基于博物馆情境下的旅游涉入对游客游后行为意向的影响——旅游体验质量的中介作用研究

A Study on the Impact of Tourist Involvement on Post-Tour Behavioral Intentions Based on the Museums' Situation: Mediating Effect of Tourist Experience Quality

本文在博物馆情境下,实证分析了旅游休闲涉入与游后行为意向间的关系,并探讨了旅游体验质量的中介作用。本研究采用问卷调查法,以实际游览北京的四大博物馆的游客为样本,共回收有效样本309份。然后,运用结构方程模型的方法对数据进行分析。研究结果显示:(1)博物馆游客的旅游涉入对游客体验质量具有显著的正向影响;就影响的强度而言,象征性价值和重要性价值对体验质量的影响较大,愉悦性价值的影响强度较低,而且"愉悦性价值"对游客体验质量的影响显著与否仍有待进一步研究。(2)博物馆游客的体验质量对游后行为意向具有显著正向影响。(3)博物馆游客旅游休闲涉入中的"重要性价值"和"愉悦性价值"不仅对游后行为意向具有直接的正向影响,而且通过游客体验质量对游后行为意向具有间接影响,游客体验质量在其中起到部分中介作用。而"象征性价值"对游后行为意向不具有直接影响,而是通过影响游客体验质量来间接影响游客游后行为意向,因此游客体验质量在其中起到完全中介作用。在此基础上,笔者对我国博物馆的经营提出了有针对性的建议。

This paper empirically analyzes the relationship between tourist involvement and post-tour behavioral intentions, and discusses the mediating effect of tourist experience quality in the museums＇ situation. The investigation is based on 309 valid questionnaires gathered from the tourists of Beijing＇s 4 typical museums, and the results of the Structural Equation Modeling analysis indicate that： （1） Museum tourist involvement has significant positive effect on tourist experience quality, while the dimension pleasure value＇s impact needs further research; In the terms of impact strength, sign value and importance value have greater effect on tourism experience quality, while the pleasure value have lower impact. （2） Museum tourists＇ experience quality has significant positive effect on post-tour behavioral intentions. （3） Importance value and pleasure value （dimensions of tourist involvement） not only have direct effect on post-tour behavioral intentions, but also have indirect effect, and the tourist experience quality partially mediate the relationship between them. The Sign value doesn＇t have direct impact on post-tour behavioral intentions, but the tourist experience quality fully mediate the relationship between sign value dimension and post-tour behavioral intentions.