文化遗产旅游中的游客契合、目的地关系质量与游客忠诚——游客文化智力的调节效应

根据近5年来有过文化遗产目的地旅游经历的312名游客相关数据,探索了游客契合、目的地关系质量和游客忠诚之间的路径,引入“文化智力”构念,验证其在游客契合和目的地关系质量之间是否扮演调节角色。研究深化了“顾客契合”理论在文化旅游中的应用,为文化遗产旅游提供除了开发和保护之外的其他视角,丰富了“顾客契合-关系质量”理论的内涵,探讨了“游客文化智力”的影响机制,弥补了当前学者尝试将“游客专业知识”引入旅游行业的研究不足。最后指出,不同于传统消费领域,在文化遗产旅游中,管理机构和相关企业应聚焦已游游客的口碑传播行为,以老推新,重在新客引入而非刺激游客复游意愿。

Based on the data collected from 312 tourists,who had the travel experience in cultural heritage tourism destination in the last five years,the paper explores the path among tourist engagement,destination relationship quality and tourist loyalty,and introduces the construction of the cultural intelligence to verify whether it plays an adjustment role between customer engagement and destination relationship quality.The paper illustrates the applicability of Customer Engagement(CE)theory in cultural tourism context,provides new perspectives for cultural heritage tourism besides development and protection,investigates the influence mechanism of tourist cultural intelligence,enriches the connotation of the“customer engagement-relationship quality”theory,and makes up for the lack of research on the introduction of"tourist's professional knowledge"into tourism industry.Finally,it is pointed out that,different from the traditional consumption field,in the cultural heritage tourism,the management organizations and related enterprises should focus on the word-of-mouth communication behavior of the tourists,so as to promote the new tourists and focus on the introduction of new visitors rather than the stimulation of the tourists'willingness to revisit.