基于游客感知形象与行为意向的茶文化旅游研究——以安溪茶庄园旅游为例

Study on Tea Culture Tourism Based on Tourists'Perception Image and Behavior Intention——Taking Anxi Tea Manor as An Example

茶文化旅游作为茶产业链延伸发展和三产融合的新兴业态,是推动茶产业结构性改革和助推实现茶产区乡村振兴的重要方式。近年来安溪茶庄园旅游发展迅速,但也存在旅游形象不鲜明、定位模糊和宣传效果较差的现象。本文采用结构方程模型研究安溪茶庄园游客感知形象、游客文化认同和游客行为意向之间的关系结构,结果发现旅游感知对旅游意向具有显著正向影响,且在游客文化认同对旅游行为意向中扮演完全中介作用。根据研究结论,从游客情感体验、旅游产品与服务和景观环境与文化等方面提出对策建议。

Tea culture tourism,as a new business form of tea industry chain extension and integration of three industries,is an important way to promote the structural reform of tea industry and promote the Rural Revitalization of tea producing areas.In recent years,the tourism of Anxi tea manor has developed rapidly,but there are some problems,such as unclear tourism image,vague positioning and poor publicity effect.In this paper,the structural equation model was used to study the relationship among tourists'perception image,tourists'cultural identity and tourists'behavior intention in Anxi tea manor.The results showed that tourism perception has a significant positive impression on tourism intention,and plays a completely mediating role in tourists'cultural identity on tourism behavioral intention.According to the conclusions of the study,some countermeasures and suggestions are put forward from the aspects of tourists'emotional experience,tourism products and services,and landscape environment and culture.