美食消费价值对游客行为意图的影响——一个链式中介模型

Influence of food consumption value on tourist behavioral intention——A chain mediation model

基于推动文旅消费提质扩容和实现文旅经济高质量发展的现实目的,以拓展的消费价值理论为依据,选取在扬州的旅游者为研究对象,构建了一个链式中介模型,探析美食消费价值与游客行为意图之间的关系以及这一关系中目的地美食形象与美食态度所发挥的链式中介效应。结果显示:美食消费价值不仅对游客行为意图具有正向显著影响,且能通过目的地美食形象与美食态度的中介效应及两者的链式中介效应三条路径,对游客行为意图产生间接影响。研究结果丰富了美食消费者行为的相关理论,对旅游饭店管理者以及美食从业人员改进营销措施具有一定的启示意义。

Based on the practical purpose of promoting the quality and expansion of cultural tourism consumption and realizing the high\|quality development of cultural tourism economy,the expanded consumption value theory,tourists in Yangzhou were selected as the research objects.A chain intermediary model was constructed to explore and analyze the relationship between food consumption value and tourists’behavioral intention,the chain mediating effect of destination food image and food attitude in this relationship.The results showed that food consumption value not only had a positive and significant impact on tourists’behavioral intention,but also had an indirect impact on tourists’behavioral intention through the mediating effect of destination food image and food attitude and the chain mediating effect of the two.The research results enrich the relevant theories of food consumer behavior,and have certain enlightenment significance for tourism hotel managers and food practitioners to improve marketing measures.