“乡愁”对乡村旅游者重游意愿的影响研究——以婺源为例

An Empirical Study on Rural Tour revisit of Rural tourists＇ nostalgia -A case study of Wuyuan Village

乡愁是建设和规划美丽乡村的重要考量因素。文章基于对乡愁涵义的解构和相关文献综述，构建了乡愁体验与重游意愿的概念模型，以“中国最美的乡村——婺源”为案例地，以乡村旅游者为研究对象，采用结构方程模型（SEM）方法，对模型进行了实证检验一研冤结果表明：（1）乡村旅游者乡愁的触发因素是由乡村体验引起的，包括乡景观赏、乡味体验、乡俗体验、乡音体验和乡情寄托；（2）在乡愁对重游意愿的影响过程中，满意度产生了中介效应，但仅仅是部分中介，“乡景观赏”和“乡味体验”都对游客的重游意愿产生直接影响，并不通过满意度产生效应。此外，乡村旅游者类似的生活经历在乡愁体验和满意度之间起着显著的调节作用、最后，文章对乡村旅游地的规划建设提出发展建议。

Nostalgia is the important factor for planning and constructing the beautiful countryside.The article constructed the conceptual model of Rural tourists＇ nostalgia and revisit intention based on the meaning of nostalgia and related literature review, tested the model by taking＂the most beautiful village of Chinese - Wuyuan＂ as an example and using SEM method. The results showed that： （1） The triggering factors of rural tourists＇ nostalgia was caused by rural experience, including rural landscape ,taste experience, custom experience, accent experience and reposing nostalgia;（2）In tile influence of nostalgia to revisit intention,satisfaction had a mediating effect, but only＂ a part of the intermediary, for example,＂rural landscape ＂ and ＂taste experience＂ had a direct impact on tourist＇s revisit intention, but uncorrelated with satisfaction .In addition, the similar life experiences of rural tourist played a significant regulatory role in nostalgia and satisthction. Finally, some development suggestions were putted forward to construct rural tourism.