原真性对古村落旅游地形象的影响:怀旧情绪和情境涉入的作用

The Influence of Authenticity on Destination Image of Ancient Village:the Role of Nostalgia Emotion and Situational Involvement

原真性是影响古村落旅游地形象的关键要素之一,但目前的研究主要基于认知-反应-视角,忽略了游客情绪体验的作用。文章根据情绪评价理论,引入怀旧情绪作为中介变量,情境涉入作为调节变量,构建了一个有调节的中介模型,通过收集6个古村落旅游地571份游客问卷对模型进行检验。结果表明:原真性对古村落旅游地形象具有显著的正向影响;怀旧情绪维度中的个人怀旧和历史怀旧分别在原真性与古村落旅游地形象之间起部分中介作用,且历史怀旧的中介效应大于个人怀旧;情境涉入对原真性与怀旧情绪之间的关系起正向的调节作用,表现为情境涉入水平越高两者间的正向关系越强;情境涉入还进一步影响怀旧情绪的中介效应,即当情境涉入水平更高时,怀旧情绪在原真性和旅游地形象间的中介效应更强。

Authenticity is one of the key factors affecting the destination image of ancient village.However,many of the existing studies ignored the role of tourists'emotional experience and mainly considered the cognitive perspectives.Based on the emotion appraisal theory,this study constructs a moderated mediation model by using nostalgia emotion as the mediation role and situational involvement as the moderator role.Through data analysis of 571 valid tourist samples from 6 ancient village,the results show that:Authenticity is positive related to the destination image of ancient village;Nostalgia emotion plays a partial mediating role in the relationship between authenticity and the destination image of ancient village.Specifically,compared with personal nostalgia,historical nostalgia has a greater mediation effect in the relationship;Situational involvement plays a moderating role in the relationship between authenticity and nostalgia emotion.When the situational involvement increased,the positive impact of authenticity on nostalgia emotion was more stronger;Furthermore,situational involvement influences the mediating effect of nostalgia,the higher the situational involvement,the stronger the mediating effect of nostalgia between authenticity and destination image.