文化创意旅游街区游客参与对重游意愿的作用机制研究——基于旅游体验及记忆的中介模型

Study on Mechanism of Visitor Engagement on Revisit Intention in Cultural and Creative Tourism Block——A Mediation Model Based on Tourist Experience and Memory

伴随着文化创意产业的蓬勃发展,文创旅游目的地受到了越来越多游客的青睐,但学术界从游客角度出发探讨文创旅游目的地的相关研究较少。在文化创意旅游街区情境下,基于MTE理论,以游客为研究对象,以旅游体验、记忆为中介变量,实证分析了游客参与对重游意愿的作用机制。结果表明:游客参与对旅游体验具有显著的正向影响;旅游体验对记忆具有显著的正向影响;记忆对重游意愿具有显著的正向影响;旅游体验在游客参与和记忆之间具有完全中介效应;记忆在旅游体验和重游意愿之间具有完全中介效应。基于此,提出以下建议:①在保持文化原真性基础上,开发兼具学习、娱乐、审美等特点于一体的互动性参与型产品。②加快景区智慧旅游系统建设,增强系统的独特性与趣味性。③设计兼具文化特色和创意精神的代表性纪念品。

With the booming development of cultural and creative industries,more and more tourists were interested in cultural and creative tourism destinations. However, the relevant research on cultural and creative tourism destinations from the perspective of tourists needed to be strengthened. Based on MTE theory, tourist experience and memory were taken as mediating variables, this paper empirically analyzed the mechanism of visitor engagement on revisit intention in the context of cultural and creative tourism block. The results showed that: Visitor engagement had a significant positive impact on tourism experience. Tourist experience had a significant positive impact on memory. Memory had a significant positive effect on revisit intention. Tourist experience had a complete mediating effect between visitor engagement and memory. Memory had a complete mediating effect between travel experience and revisit intention. Based on the above results ,this paper put forward the following suggestions:①On the basis of maintaining cultural authenticity, district should develop interactive and participatory products with the characteristics of learning, entertainment and aesthetics.②Speeding up the construction of intelligent tourism system in scenic spots, and enhancing the uniqueness and interest of the system.③Designing representative souvenirs with both cultural characteristics and creative spirit.