民族餐饮仪式中旅游者感知互动与旅游涉入关系研究——以蒙古族烤全羊仪式为例

Relationship between tourist’s perceived interaction style and involvement:Case study of Mongolian roast whole sheep ceremony

为探究民族餐饮仪式中旅游者感知互动对旅游涉入的影响,通过问卷调查和回归分析方法,探讨不同风格的互动对旅游涉入的影响、本真体验的中介作用和客源地的调节作用。结果表明:交互导向互动和任务导向互动对本真体验和旅游涉入均有显著正向影响,并通过本真体验对旅游涉入有显著正向影响;自我导向互动对本真体验和旅游涉入均有显著负向影响,并通过本真体验对旅游涉入有显著负向影响;本真体验对旅游涉入有显著正向影响;旅游者外地背景负向调节中介模型。通过对民族餐饮仪式中互动效应的探索,期冀为民族旅游地餐饮企业经营提供理论支撑。

The influence of tourist’s perceived interaction style on tourist involvement in ethnic catering rituals was explored.Based on the perception of tourists,this paper discussed the influence of different types of interaction on tourist’s involvement,the mediating role of authentic experience and the moderating effect under customer marketing through questionnaire survey and regression analysis.The results showed that(1)Interaction-oriented interaction and task-oriented interaction both influenced tourist’s involvement positively and directly,and they also had indirect positive impacts on tourist’s involvement through authentic experience.(2)Self-oriented interaction had a significantly and negatively impact on authentic experience and tourist’s involvement,and it had a significant indirect negative impact on tourist’s involvement through authentic experience.(3)Authentic experience had a significant positive impact on tourist’s involvement.(4)Each style of interaction had weaker indirect impacts on non-local tourist involvement through authentic experience.