视听及其交互效应对旅游者总体生活质量的影响研究——恢复性环境体验的中介作用

A Study on Audio-visual Senses and the Impacts Audio-visual Interaction on Tourists’Overall Quality of Life:The Mediating Role of Perceived Restorative Experiences

健康是人类永恒的话题。“新冠”疫情的爆发使人们更加认识到身心健康的重要意义。通过旅游促进身心健康的恢复日益成为一种生活理念。旅游者恢复性环境体验也成为学界关注的热点。文章依据感官营销的分析框架,以视觉和听觉这两种人类高级感官形式为切入点,利用自然实验方法,选取西溪湿地旅游者为实验组,夫子庙-秦淮风光带旅游者为对照组,结合注意力恢复理论,探讨真实场景中的视听交互效应对旅游者恢复性环境体验和总体生活质量的作用路径。结果表明,视觉和听觉均是恢复性环境体验的重要来源,二者存在显著的交互效应:当旅游者的视觉评价较低时,与听觉评价较低的对照组相比,听觉评价较高的实验组更能够获得恢复性环境体验;而当视觉评价较高时,旅游者对目的地的听觉评价越高,恢复性环境体验越强烈。通过恢复性环境体验的中介作用,视觉与听觉的交互效应进一步延伸至旅游者总体生活质量。文章揭示了视听交互效应对旅游者健康与福祉的积极作用,拓展了旅游研究的范畴,为后疫情时代旅游目的地开发管理与营销提供科学依据。

Health is an eternal topic of human concerns.The outbreak of COVID-19 has made people more aware of the importance of physical and mental health.Promoting the recovery of mental and physical health through tours has gradually become a healthy living attitude and tourists’perceived restorative environment experiences has become a hotspot of the academic circle.Based on the framework of sensory marketing,this study conducted a quasi-experiment to explore the effects of tourists’audio-visual interaction on their restorative experiences and overall quality of life by taking Xixi Wetland National Park in Hangzhou as the experimental group while the Confucius Temple-Qinhuai Scenic Area in Nanjing the control group.The results indicate:both seeing and hearing are higher hierarchy in sensory system and play very important roles in tourists’restorative experiences;there are significant interaction effects between seeing and hearing;when visual evaluation is low,tourists with higher auditory evaluation could obtain more restorative experience and when it is higher,tourists with low auditory evaluation still could not obtain a restorative experience.What’s more,the audio-visual interaction could be further extended to tourists’overall quality of life through the mediating effects of perceived restorative environment.This study reduced the research gap existing in the relationship between the multi-sensory and tourists’health and well-being.The findings would help open up a new path to meet people’s needs for a better life,especially after the pandemic of COVID-19.