基于文化关联的旅游与贸易互动路径及机理研究——以宁夏与阿拉伯国家为例

The Interaction Mechanism and the Path of Tourism and Trade Relations Between Ningxia and the Arab Countries

以宁夏与阿拉伯国家为例,提出了入境旅游与贸易互动机理与路径假设,采用结构方程方法,对宁夏与阿拉伯国家的入境旅游与贸易的微观互动机理与路径关系进行了实证研究。结果发现:(1)旅游与贸易互动路径假设均在1%或5%的置信水平上得到了验证,即关系链接对知识关联有正向路径影响,商贸关联对知识关联和广告效应有正向路径影响,信息传播对广告效应有正向路径影响。商贸关联、广告效应以及知识关联对商贸行为有正向路径影响。(2)主要存在商贸关联引发商贸行为的直接路径和两条间接路径关系:关系链接→知识关联→商贸行为和信息传播→广告效应→商贸行为。(3)旅游与贸易的互动机理来看,文化关联拉近了心理感知距离,通过旅游构建了良好的人际关系和商贸关系,增加了贸易便利性、削减交易成本、消除商务距离、培育合作商机、构建商业纽带,开启了宁夏与阿拉伯国家之间的贸易规模的提升,尤其是出口贸易的迅猛增长。贸易的增长提高了旅游的便利化程度,进一步拉近了感知距离,消除了旅游成本,构建了中介关联,增加了更多旅游需求。

Through reviewing the literature and theory of tourism and trade relations at home and abroad,this article constructs an analytical framework and interactive mechanism model of tourism-trade interaction based on cultural association,explores the interaction mechanism and inducing pathway of trade and inbound tourism between the Ningxia and Arab countries.The results found that： 1） the tourism and trade interaction path hypothesis are verified at 5% confidence level,which has a positive impact on the relationship between the link path of knowledge association; trade association has a positive effect on the path of knowledge association and advertising; dissemination of information has a positive impact on the path of advertising effect.Business relevance,advertising effect and knowledge association have positive influences on trade behavior.2） The direct path exists mainly between trade behavior and trade association,two indirect paths exist between relation linkage and trade behavior via Knowledge linkage,also between information dissemination and trade behavior via advertising effect; 3） The Interaction mechanism between tourism and trade of Ningxia and Arab countries has been found and verified.Also,the study found and validated the main path of tourism and trade interaction between Ningxia and the Arab countries： cultural and ethnic demand,business information transmission,the path of reducing transaction costs,the buying and selling market expansion,the construction of interpersonal relationship.Conversely path involves in improving the degree of convenience,being closer in perceived distance,eliminating transaction costs,building intermediary associations,and increasing tourism needs.The growth of trade has improved the convenience of tourism,further narrowed the perceived distance,eliminated transaction costs,constructed an intermediary relationship,and increased the demand for more tourism.