城市居民乡村景观认知对旅游行为意向的影响机理研究

Urban Residents’Cognition of the Rural Landscapeand and Its Impact on Behavioral Intention

乡村景观是推动乡村旅游高质量发展中至关重要的基础性资源。基于体验者视角探究城市居民乡村景观认知对旅游行为意向的影响机理具有重要意义。选取长沙市居民为实证研究对象,运用因子分析法探索城市居民乡村景观的认知维度,并构建结构方程模型深入分析城市居民乡村景观的认知对满意度、行为意向的影响路径与关联特征。研究结果表明:“认知—情感—意向”的研究框架对乡村景观而言具有一定的适用性,但其间传导机制并非完全一致。旅游者的乡村景观认知可以直接影响其行为意向,也可通过满意度变量间接影响其行为意向。最后根据研究结论提出优化乡村景观的相关建议。

Rural landscape is the crucial basic resource to promote the high-quality development of rural tourism.From the perspective of experiencers,it is of great significance to explore the relationship between the cognition,satisfaction and behavioral intention of urban residents in rural landscape.Based on literature review,and taking Changsha as an example,this paper explores the rural landscape cognitive dimensions of urban residents by the method of exploratory factor analysis(EFA),and inquiries the relationship among urban residents'rural landscape cognition,satisfaction and behavioral intention based on the structural equation model(SEM).The results show that,rural landscape had significant positive impact on satisfaction and behavior intention,the example of“cognition-attitudinal-intention”is applicable to the rural landscape,but the influence path is not completely consistent.Tourists’cognition of rural landscape can influence behavioral intention directly,and can also influence it through satisfaction indirectly.Finally,some suggestions are put forward to optimize the rural landscape.