传统村落游客感知价值、地方认同对公民行为的影响

Impact of Tourist Perceived Value,Place Identity on Citizenship Behavior of Traditional Villages

基于“认知-情感-行为”理论,构建传统村落游客感知价值、地方认同与公民行为关系模型,从游客认知、情感的视角探讨公民行为的生成机制。研究结果显示:传统村落游客公民行为不仅取决于游客对传统村落旅游价值的感知判断,还受自身对传统村落地方认同的影响;感知价值通过地方认同对公民行为产生显著影响,但不同维度的感知价值影响有所不同。基于此,建议我国传统村落保护与发展应将游客纳入其中,构建和谐文化生态,提升游客多元化感知价值,培育和引导游客自发采取有利于传统村落保护与传承的公民行为。

Based on the theory of"cognition-emotion-behavior",this paper constructs the relationship model of tourist perceived value,place identity and citizen behavior in traditional villages,and explores the generation mechanism of citizenship behavior from the perspective of tourist cognition and emotion.Results show that the citizenship behavior of tourists in traditional villages not only depends on tourist perception and judgment of tourism value,but also is affected by the identity of traditional villages established by themselves.Tourist perceived value has a significant impact on citizenship behavior through place identity,but different dimensions of the perceived value have different effects.Based on the above conclusions,it is suggested that tourists should be included in the protection and development of traditional villages in China,so as to build a harmonious cultural ecology,enhance the diversified perceived value of tourists,and cultivate and guide the spontaneous adoption of citizenship behavior conducive to the protection and inheritance of traditional villages.