旅游本真性对旅游者地方依恋的影响研究——目的地形象和风险感知的作用

Effect of Tourism Authenticity on Tourists’Place Attachment:Roles of Destination Image and Risk Perception

旅游者地方依恋是目的地管理实践和多学科旅游研究的重要课题,但其形成机制暂无明显共识,其情绪性质也未得到重视。文章根据情绪评价理论,基于旅游者问卷调查数据,探究了本真性对地方依恋的影响机制及目的地形象的中介和风险感知的调节作用。结果表明:地方依恋的产生经历了复杂的情绪评价过程,本真性既作为初次评价直接影响地方依恋,又经由目的地形象的二次评价间接影响地方依恋;目的地形象作为核心关联主题在本真性与地方依恋之间发挥部分中介作用,风险感知部分调节了本真性对地方依恋的影响;客观和存在两类本真性与依赖和认同两类地方依恋之间具有差异化关系。文章对情绪理论与旅游经验研究的互补、不同学科旅游研究的对话、旅游研究中重要概念的审视以及对目的地管理优化,具有一定价值。

The cultivation of tourists’place attachment is of great significance with regard to establishing place brand advantage in the context of all-for-one tourism development.This construct is widely discussed in multidisciplinary tourism research,but its complex formation mechanism has not yet reached consensus among researchers,and attention has not been paid to its emotional nature.The complex influencing factors and internal forming mechanism of place attachment therefore need to be explored using existing research literature as a foundation.This paper,based on the appraisal theory of emotion,focuses on the environmental appraisal component of tourism authenticity,and introduces the mediation variable of destination image and moderation variable of risk perception.A moderated mediation model is constructed and tested to explore the relationship and mechanism between tourism authenticity and place attachment.In this study,626 valid questionnaires were collected at villages including Longjing,Meijiawu,Manjuelong,and Maojiabu in the Hangzhou West Lake Scenic Area.Hierarchical regression analysis was the main method used to test the effects.The results show that,first,as a compound emotion in person-environment relationships,the emergence of place attachment goes through a complex appraisal process of emotion.The important environmental stimulus of tourism authenticity can not only directly promote place attachment as a primary appraisal,it can also influence place attachment indirectly through secondary appraisal of destination image.Additionally,as a core relational theme combining individual appraisal components,destination image has partial mediating effects between tourism authenticity and place attachment.As an individual subjective element of appraisal of emotion,risk perception partially moderates the direct effect of authenticity on place attachment and the indirect effect of authenticity on place attachment through destination image.Finally,the relationship between two types of authenticity and two types of place attachment is different.The direct influence of existential authenticity on place dependence and place identity is stronger than that of objective authenticity.The influence of objective authenticity and existential authenticity on place identity is stronger than that on place dependence.The indirect effect of destination image between objective authenticity and existential authenticity on place identity is stronger than that on place dependence.The direct and indirect effect of authenticity on place identity would be negatively moderated by risk perception,but that on place dependence would not.Relatively speaking,existential authenticity and place identity are more active,while objective authenticity and place dependence are more stable.The theoretical significance of this study is that it promotes the complementarity of appraisal theories and empirical tourism research,for seeking dialogue on place attachment in tourism research from different disciplines and for deepening insight into the concept of destination image in tourism research.There are also practical implications of this study.These include the findings that organic unity of authenticity protection and utilization should be promoted,attributes of destination should be linked with overall image,and consumption risk should be effectively controlled.Limitations and future research issues,such as appraisal of emotion,multidisciplinary dialogue,and conceptual research,are also discussed in this paper.