标识牌解说效度对游客地方认同感和忠诚度的影响作用——以上海历史街区为例

The Influence Function of the Effects of Signage Interpretative Validity on Tourists' Place Identity and Place Loyalty:A Case Study of Shanghai's Historic District

文章将上海历史街区旅游解说系统中普及率最高的解说标识牌作为研究对象,通过标识牌解说效度、游客满意度、地方认同感、地方忠诚度、游客涉入、旅游经验这6个潜在变量构建概念模型,研究标识牌解说效度对游客地方认同感与地方忠诚度的影响作用。研究结果表明:(1)标识牌解说效度未能对地方忠诚度产生直接效应,只能通过游客满意度和地方认同感形成间接影响;(2)标识牌解说效度对游客满意度与地方忠诚度具有显著正向影响;(3)游客满意度和地方认同感对地方忠诚度的显著正向影响也得以验证;(4)游客涉入和游客经验在概念模型中具有显著调节效应。

Using Shanghai＇s historic district as an example,this paper studies its interpretative signage panel,which is one of the most popular aspects of the interpretative system.We consider six latent variables,signage interpretative validity（SIV）,tourist satisfaction（TS）,place identity（PI）,place loyalty（PL）,tourist involvement（TI）,and tourist experience（TE）,in an analysis of their theoretical interrelationships.A structural equation model is used to reveal their structural interrelationships as well as the moderating effects of the two disturbance variables：TI and TE.This paper tries to provide a complete scientific explanation for the functional axiom of SIV on tourist PI and PL.Our findings can be summarized as follows：（1）SIV failed to produce a direct effect on local loyalty and only indirectly produced tourist satisfaction and PI formation.There is no direct evidence that tourism SIV shows a positive influence on PL.However,according to Mac Kinnon＇s mediated effects method,the coefficients of partly or completely mediated models are not zero,which results in the mediated effects of TS and PI on SIV and PL.（2）SIV has significantly positive effects on tourist satisfaction and PL,which proves two of the hypotheses raised by this paper.This implies that for the limits of tourists＇ perception and different places for tourism activities there is an obvious difference between tourists＇ actual perception of the tourism destination and their expectations.This should be compensated for by improving SIV,which should strengthen the tourists＇ perception of the destination＇s tourism environment.However,despite TS,the basis of long-term relationships between tourists and the destination or PI is strengthened by tourists＇ emotional connection with the destination.（3）Tourists＇ involvement and experience have a significantly moderated effect in the conceptual model.The more tourists are involved with the destination,the more obvious are the positively mediated effects of TS,PI,and PL.Therefore,for the highly involved tourist group,TS could answer for 33.2% of changes in PL,and PI could answer for 41.9% of changes in PL.On one hand,in the mediated effects caused by TE,tourists with fewer experiences more strongly explain the effect of PI on PL than that of TS on PL.On the other hand,tourists with more experiences show an opposite effect.Therefore,these functional attributes have effects on tourists with fewer experiences.（4）Using tourism interpretative signage as an example,data from a first-hand questionnaire proves that there is no direct effects between variables,which could only be achieved by the indirect effects between TS and PL.This finding not only provides a new perspective for the research into the functional effect of tourism SIV on PL,but also provides a new pathway that would allow tourism destinations to improve their TS and PL.Meanwhile,tourism destinations should emphasize the design of tourism signage,interpretative content,techniques,and setup to improve tourism SIV using these four dimensions.This would then close the gap between tourists＇ perceptions and expectations and attract more tourists to Shanghai＇s historic district.