体验价值视角下红色旅游游客公民行为影响机制研究

A Research on the Influencing Mechanism of Red Tourism Tourist Citizenship Behavior from the Experience Value Perspective

新时代背景下红色旅游承载着传播红色文化、增强国家认同的历史使命。基于游客体验视角,探究红色旅游游客公民行为的关键影响要素和形成机理成为红色旅游项目质量建设的理论参照。根据刺激-机体-反应理论框架,文章构建基于文化依恋和感知传承价值的链式中介模型,明晰认知体验与文化体验对游客公民行为的作用机理与影响路径,并采用结构方程模型对收集的894份红色旅游游客数据进行实证检验。结果表明:红色旅游目的地提供的认知体验与文化体验正向影响游客公民行为;文化依恋在认知体验、文化体验与游客推荐行为之间起中介作用;感知传承价值在认知体验、文化体验对游客反馈行为及推荐行为的影响中起中介作用;文化依恋与感知传承价值在认知体验、文化体验和游客反馈行为及推荐行为之间起链式中介作用。文章不仅在理论层面为旅游体验与游客公民行为的关系研究提供有益补充,也在实践层面对于引导红色旅游管理主体转变思维,以主客共建的方式推动红色旅游发展具有一定的借鉴意义。

In the context of the new era Red tourism projects carry the historical mission of cultural cognition and value inheritance.Exploring the key influencing factors and formation mechanism of red tourism tourist citizenship behavior on the basis of tourism experience perspective has become a theoretical reference for the quality construction of red tourism projects.Based on the stimulusorganism-response model,this research constructed a chain mediation model in which cultural attachment and perceived inheritance values are regarded as the mediating variables,and explored the influencing mechanism of cognitive experience and cultural experience on tourist citizenship behavior.The structural equation model was used to make an empirical test of the collected data of 894 red tourism tourists.The results are:1)the cognitive experience and cultural experience provided by red tourist destinations positively affect tourist citizenship behaviors;2)cultural attachment plays a mediating role between cognitive experience,cultural experience and the tourist recommendation behaviors;3)the mediating role of the perceived inheritance values between cognitive and cultural experience and tourist feedback and recommendation behaviors is significant;4)cultural attachment and perceived inheritance values play a chain mediating role between cognitive experience,cultural experience,and tourist feedback and recommendation behaviors.The authors believe that these findings not only provide a useful supplement to researches on the relationship between tourism experience and tourist citizenship behavior at the theoretical level,but also have a certain reference significance for guiding red tourism management subjects to change their ways of thinking and for promoting the development of red tourism through the co-construction of host and guest at the practical level.