基于地方情感的游客乡村游憩行为意向模型建构与影响研究

Rural Travel Behavior Intention Model Construction and Impact Based on Place Emotion

地方情感作为游客游憩行为意向的重要因素,是近年来游憩地理学的热点论题。以安徽黟县西递、宏村和江西婺源县江湾景区为研究案例地,运用结构方程模型(SEM)研究方法,通过对计划行为理论、自我调节理论和目标导向行为模型进行拓展和重塑,建构游客乡村游憩行为意向模型。研究结果表明:建构游客乡村游憩行为意向模型的解释与预测配适度指标良好,且模型具有复核效化的稳定性;地方情感对游客游憩行为意向的作用效果最显著,其次为态度、主观规范和知觉行为控制,游客在乡村旅游地选择意向总效果呈现不同的影响趋势;通过对态度因素进行重塑,提升了整体模型的解释与预测力;加入愿望(欲望)因素,相当于地方情感、知觉行为控制和主观规范通过态度诱发具有情感性动机的愿望(欲望),扮演了催化愿望(欲望)的角色,进而产生了游憩行为意向。

Place emotion is an important factor in studying the tourists′ recreational behavioral intention. This paper takes Xidi, Hongcun of Anhui Province and Wuyuan village of Jiangxi Province as research cases and uses SEM as the dada analysis method to reconstruct the tourists′ behavioral intention of travelling in rural areas though expanding and reshaping TPB, TSR and MGB models. The results indicate that the index of intentional interpretation and prediction of tourists′ rural recreational behavioral intention is good, and the model has stability of reviewing effect. The place emotional identity has the most significant effect on the tourists′ recreational behavioral intention, followed by attitude, subjective norm and perceptual behavior control, and tourists have different influences trend on the overall effect of selecting rural tourism destinations;after reshaping the attitude factor, the explanation and predictive ability of the collation model is improved;adding a desire factor,it is equivalent to place emotion, perception behavioral control and subjective norms inducing desire with emotional motives through attitudes, which plays a role in catalyzing desires, and thus generates recreational behavioral intention. In addition to satisfying the sufficiency of the TPB, TSR and MGB models, the reconstructed tourists′ rural recreational behavioral intention model also improves the interpretation and predictability of tourists′ behavioral intention. The comparison among the reconstructed model with the TPB, TSR and MGB models shows that the reconstructed model is superior to the other models in this study. With place emotion factor in this reconstruction model, it can significantly enhance the explanatory and predictive ability, moreover it is suitable for empirical research in rural tourism destinations. The extended variables provide insights for other researchers besides verifying the constructed model in this study. The classical model constructed by scholars gives a path for researchers, but practical study needs to be considered in the further research.