探索旅游体验记忆的影响因素——中国旅游情景下的研究

An Exploration of the Influence Factors on Tourism Experience Memory:A Research Based on Tourism in China

随着体验经济时代的带来,旅游体验的重要性也越发凸显。而在旅游结束后,如何让游客对这种体验有深刻和生动的记忆则是尚未被重视的问题,这种关于体验的记忆将会影响旅游者对旅游目的地的满意度以及未来旅游地的选择决策。文章对在中国旅游情景下影响旅游体验记忆的因素进行探索,尝试去填补有关旅游体验记忆两要素再现性和生动性之间关系研究的空白。通过对国内5大旅游城市的问卷调查,共回收有效问卷748份,并利用结构方程模型进行了验证。结果表明:愉悦感、新奇感和参与感对旅游体验记忆的再现性有显著的正向影响,其中,愉悦感的影响最大,新奇感次之,参与感最小;只有特色化对旅游体验记忆的生动性有显著的正向影响;同时,旅游体验记忆的再现性对生动性也有正向显著影响。

Tourist experience is more and more important in the tourism industry. Traditional tourism industry, which is merely targeted at providing tourism products, can no longer meet the demand of tourists. It has been known that tourism experience has a significant effect on the satisfaction of tourists. Meanwhile, such experiences will be kept as memory in the mind of tourists, and that memory will have an influence on tourists＇ future decision.However, there is rare research focus on the exploration of the factors which affect the tourism experience memory. Meanwhile, the relationship between the two dimensions of tourism experience memory, recollection and vividness, is still not clear. This paper tries to explore the factors influencing the formation of tourism experience memory in the context of China tourist,and figure out the relationship between recollection and vividness.Based on the literature review we propose our research model. We choose hedonism, novelty,involvement and local culture as the main factors influencing tourism experience memory. In the meanwhile, we suggest that the recollection of tourism experience memory has a significant on vividness. We collect questionnaires from tourists in five cities and received 748 valid questionnaires. We use structural equation model to conduct our empirical analysis.Conclusions： 1） Hedonism, novelty and involvement have a positive effect on the recollection of tourism experience memory; among them hedonism has the strongest influence. This result indicates that, a tourism experience with strong hedonism, novelty and involvement can make tourist recollect this memory more easily. 2）Local culture has a positive influence on the vividness of the tourism experience memory. Vivid tourism experiences can make the tourism experience memory more vital.3） Recollection of tourism experience memory has a positive influence on vividness. This indicates that a vivid tourism experience memory is based on the recall of the overall tourism process.