民族旅游情境下文化距离对主客交往的影响机制研究--以广西桂林龙脊梯田民族旅游村寨为例

A Study on the Influence Mechanism of Cultural Distance on Host-Tourist Contact in the Context of Ethnic Tourism:Take Guangxi Guilin Longji Terraced Ethnic Tourism Village as An Example

文化距离对旅游者感知行为具有重要影响,已成为旅游研究的前沿热点议题。文章以广西桂林龙脊梯田民族旅游村寨为案例地,通过旅游者感知文化距离测量客源地和目的地之间的文化距离,并引入旅游者感知吸引力作为中介变量进行模型构建,分析文化距离以何种机制对文化体验意愿和主客交往意愿产生影响。研究结果表明:文化距离只有通过感知吸引力的完全中介作用才能对文化体验意愿和主客交往意愿产生显著影响;不同文化距离因素对旅游者感知吸引力有不一样的正向影响,其中最表层的文化因素影响最大。针对目的地决策者、旅游从业者和当地社区,提出如何利用文化距离提高主客交往质量、增强游客旅游意愿的相关建议。

Cultural distance has an important influence on tourists perception and behavior,and has become a frontier hot topic in tourism research.Taking the Longji terraced ethnic tourism village in Guilin,Guangxi as an example,the article measures the cultural distance between source and destination through tourists perceived cultural distance,and introduces tourist s perceived attractiveness as an intermediary variable to construct the model.Analyzing the mechanism of cultural distance on the cultural experience intention and the host-tourist contact intention,the research results show that,cultural distance can have a significant impact on the cultural experience intention and the host-tourist contact intention only through the complete mediation of perceived attractiveness;Different cultural distance factors have different positive effects on tourists perceived attractiveness Among them,the most superficial cultural factors have the greatest impact.Finally,it provides ideas for the development of ethnic tourism from the perspective of tourism.At the same time,it also puts forward practical suggestions on how to use cultural distance to improve the quality of host-tourist exchanges and enhance tourists intention to travel.