景区解说标识牌对游客满意度与文明行为的影响机制研究--以张家界景区为例

Research on the Influence of Scenic Commentary Signage on Visitors’Satisfaction and Civilized Behavior--A Case Study of Zhangjiajie Scenic Area

景区解说标志对游客满意度、游客文明行为具有潜在的影响。本文以张家界景区为案例地,探索景区解说标识牌对游客满意度和文明行为的影响与机制。研究结果表明:①景区解说标识牌通过认知形象和情感形象的中介作用,对游客满意度具有显著正向影响,游客满意度对游客文明行为具有直接正向影响,景区解说标识牌通过认知形象、情感形象、满意度间接影响游客的文明行为,对游客满意度和文明行为具有直接正向影响。②本文验证了游客涉入在解说标识牌对游客文明行为影响作用中的调节效应,游客涉入作为调节变量,对认知形象影响游客满意度具有正向调节作用;高涉入游客的目的地认知形象对满意度的正向调节效应更显著。③解说标识牌通过4条路径影响文明行为。景区解说标识牌直接影响游客文明行为和通过满意度影响文明行为的显著性水平并不高,而通过认知形象和情感形象的中介作用影响游客满意度,进而对其文明行为产生作用的显著性更强。

Scenic commentary signage has a potential impact on tourists’satisfaction and civilized behavior.Taking Zhangjiajie scenic area as an example,this paper aims to explore the impact and mechanism of scenic commentary signage on the visitor satisfaction and civilized behavior.The results show:①Through the intermediary role of cognitive image and emotional image,scenic commentary signs have a significant positive impact on the tourist satisfaction.Through the cognitive image,emotional image,and satisfaction,scenic interpretation signs indirectly affect visitors’civilized behavior;scenic commentary signs have immediate significant impact on visitor satisfaction and civilized behavior.②This paper verifies the regulatory effect of tourists involved in explaining the influence of signage on the civilized behavior of tourists.Tourist involvement,as a regulatory variable,has a positive regulatory role on the cognitive image impacting satisfaction.High involvement tourists’positive effect of cognitive image on satisfaction is more significant.③Commentary signage influences civilized behavior through four paths.The level of significance of the interpretation of the signage directly affects the tourist’s civilized behavior and influences the civilized behavior through satisfaction is not high;however,the intermediary role of cognitive image and emotional image affects tourist satisfaction,and thus has a more significant effect on its civilized behavior.