文化认同与旅游者忠诚关系研究——以徽州文化旅游区为例

A Study on the Relationship between Cultural Identity and Tourists' Loyalty—— The Case of Huizhou Cultural Tourism Area

学术界从文化认同和地方依恋的视角探讨旅游者忠诚的研究还不多见。文章梳理了相关概念的关系脉络,以地方依恋为中介,构建了文化认同与旅游者忠诚之间的关系模型,选择徽州文化旅游区为案例,运用结构方程模型进行了实证研究,结果发现:文化认同在地方依恋和旅游者忠诚的形成路径中有着显著的作用;地方依恋对旅游者忠诚两个维度均有影响;旅游者忠诚的两个维度存在显著的递进关系。在此基础上,提出了徽州文化旅游产业发展的具体对策。

From the perspective of cultural identity and place attachment,the study on tourists’loyalty is rare in academic circles. This paper sorts out the relationship of related concepts,and constructs the relationship model between cultural identity and tourists’loyalty based on place attachment. The paper employs the structural equation model to make an empirical study by taking the case of Huizhou cultural tourism area. The results show that cultural identity plays a significant role in the formation of place attachment and tourists’loyalty. Place attachment has an influence on the two dimensions of tourists’loyalty and there exists a significant progressive relationship between these two dimensions. Based on the study,the paper proposes the specific measures for the development of cultural tourism industry in Huizhou area.