“网红”景点游客出游动机、旅游体验对游后评价的影响

The Study of Travel Motivation and Experience of Tourists in Internet-Famous Scenic Spots on the Influence of Post-tour

在互联网时代背景下,“网红”景点以其鲜明的特点在网络社交平台的广泛传播下受到越来越多的关注和追捧。建构并验证“网红”景点游客出游动机、旅游体验以及游后评价之间的相互作用关系,结果显示:“网红”景点游客出游动机的4个因子包括放松休闲、求新求奇、社交分享和增长见识等均能正向影响游客的旅游体验;旅游体验中的文化认同对游后评价具有正向的影响关系,而旅游体验中的真实性感知对游后评价具有负向的影响关系;旅游体验在“网红”景点游客出游动机和游后评价之间起着中介作用。应关注“网红”景点游客的出游动机,提升“网红”景点的文化体验价值,重视游客在“网红”景点的旅游体验。

In the context of the Internet era,Internet-famous scenic spots have attracted more and more attention with their distinctive characteristics under the widespread use of online social platforms.This study attempts to sort out the interaction among tourists'travel motivation,tourism experience and post-tour evaluation in Internet-famous scenic spots.The results show that the four factors of tourists'travel motivation in Internet-famous scenic spots,including relaxation and leisure,novelty-seeking,social platform sharing and horizon-expanding,can positively affect tourists'travel experience.Cultural identity in tourism experience has a positive influence on post-tour evaluation,while authenticity perception has a negative influence on post-tour evaluation.Tourism experience plays an intermediary role between tourists'travel motivation and post-tour evaluation in Internet-famous scenic spots.We should pay attention to the travel motivation of tourists,improve the cultural experience value and attach importance to the tourism experience of tourists in Internet-famous scenic spots.