旅游者恢复性环境感知与游后行为意向——影响机制和边界条件

Tourists’ Perceived Restorative Qualities and Post-visit Behavioral Intention:The Mechanism and Boundary Condition

游客恢复性环境感知作为联结旅游体验和健康的重要环节,是游客与旅游地环境交融形成的综合性体验,是游客管理研究的新视角,但游客恢复性环境感知对游后行为意向的积极效用还未得到深入理解。文章从注意恢复理论出发,应用Mehrabian-Rusell模型,探讨游客恢复性感知、满意度对游后行为意向的影响及游客涉入的调节作用。通过问卷调查收集数据,得到547个有效样本,使用结构方程建模。研究发现:游客功能类恢复性感知(一致性、新奇)正向影响情感类恢复性感知(迷人、兼容性、逃逸);兼容性比迷人对满意度的正向影响更大;新奇比逃逸对游后行为意向的正向影响更大;兼容性与满意度在"一致性、新奇-游后行为意向"的结构中有多重链式中介作用;迷人、兼容性对满意度的影响受游客涉入的正调节。游客恢复性感知对游后行为意向的影响过程表现为"环境刺激认知-情感-意向"三阶段传递机制。最后讨论了上述发现对目的地营销与管理的启示。

Studies have shown that contacting with beautiful natural environments improves people’s mood and reduces pressure. Environments that facilitate physical and psychological recovery are called restorative environments. Compared with other types of environments, natural sightseeing resorts have the most prominent restorative value, and have attracted the attention of numerous scholars. Tourists’ perceived restorative qualities have gradually become a frontier of environmental psychology and tourism studies. However, studies of tourists’ perceived restorative qualities are still in their infancy,with limited results regarding various aspects. For example, the development of a tourist restorative perception scale, and the antecedent factors underlying tourists’ perceived restorative qualities. Few studies can be found investigating the relationship between tourists’ perceived restorative qualities and their post-visit behavioral intention.Post-visit behavioral intention is of great significance in terms of guiding the management and marketing of tourist destinations. The COVID-19 pandemic has led to a sharp decline in the willingness of potential tourists to travel. As consumption by tourists shifts toward the pursuit of greenness and health during the continuation of the epidenic, further improving their satisfaction, stimulating word-ofmouth promotion, and strengthening tourist loyalty through physical and mental recovery experience to enable tourist destinations to enhance their competitive advantage, then to revitalize, has become an issue worthy of investigation. By maintaining close contact with destination environment, tourists can effectively enhance their physical and mental functions, produce a sense of satisfaction and increase positive behavioral intention. Thus, it is important to explore the mechanism underlying tourists’ perceived restorative qualities to aid product innovation and marketing promotion, and promote the sustainable development of tourist destinations. On the basis of previous studies, we used attention restoration theory to analyze the impact of tourists’ perceived restorative qualities. On the basis of the Mehrabian-Rusell framework, we developed a theoretical integrated model including four constructs:Tourists’ perceived restorative qualities, tourist satisfaction, post-visit behavioral intention and tourist involvement.The model was tested using structural equation modeling. All constructs were measured using selfreported, multiple-item scales adopted from previous studies. Data were collected from Kanas, a well known nature-based tourist destination located in Altay, China. The questionnaires were distributed by a group of five people on 1-7 August 2019. A total of 600 questionnaires were distributed, and 547 completed questionnaires were returned. The results were as follows:(1) Tourists’ functional perceived restorative qualities(coherence, novelty) directly and positively affect their emotional perceived restorative qualities(fascination, compatibility, escape);(2) Novelty and escape are key factors affecting post-visit behavioral intention, and fascination and compatibility affect post-visit behavioral intention through satisfaction. Furthermore, novelty, compatibility and satisfaction have a multiple chain-mediating effect on the relationship between coherence and post-visit behavioral intention, while compatibility and satisfaction have a multiple chain-mediating effect on the relationship between novelty and post-visit behavioral intention;(3) The influence of fascination and compatibility on satisfaction is positively regulated by tourist involvement;and(4) The effect of tourists’ perceived restorative qualities on their post-visit behavioral intention exhibited a three-stage“environmental stimuli perception—emotion—intention”transmission mechanism.In this study, we analyzes the benefits of tourists’ perceived restorative qualities, which provides important references for tourism destination managers in relation to environmental optimization,marketing and brand building. This study theoretically promotes further research on the consequences of tourists’ restorative perceived qualities, broadens the literature on tourists’ behavioral intention, and provides a reference for promoting the high-quality development of tourist destinations.