生活风格对游客旅游照片分享行为的影响——以西安大唐芙蓉园为例

The Influence of Lifestyle on Tourists'Travel Photo Sharing Behavior:A Case Study of the Xi'an Tang Paradise

生活美学时代,旅游与生活交织在一起,旅游者的需求和行为正在从匆忙的景观凝视向多元的生活方式转变。生活风格是一种整体偏好,塑造个体的生活模式和行为习惯。旅游活动呈现强烈的情感消费特征。采用结构方程建模方法(SEM),以情绪评价理论为基础,选择西安大唐芙蓉园为案例地,探讨生活风格通过情感中介变量对游客旅游照片分享行为的影响机制。结果显示:1)生活风格对游客旅游照片分享行为具有不显著的负向影响,在旅游仪式感和自我认同感的中介作用下,对游客旅游照片分享行为产生重要间接影响。2)生活风格对游客的旅游仪式感、真实性感知和自我认同感均具有显著正向影响。3)旅游仪式感、自我认同感对游客旅游照片分享行为有显著正向影响,在生活风格和游客旅游照片分享行为之间发挥中介作用。4)真实性感知对游客旅游照片分享行为具有不显著正向影响,未在生活风格和游客旅游照片分享行为之间发挥中介作用。

In the era of life aesthetics,tourism and life are intertwined,and tourists'needs and behaviors are changing from a hasty landscape gaze to diversified lifestyles.Lifestyle is an overall preference that shapes the individual's life patterns and behavior habits.Tourism activities are characterized by a strong emotional consumption.The Structural Equation Modeling(SEM)is used for empirical analysis.Based on the appraisal theories of emotion,the study discusses the influence mechanism of lifestyle on tourist travel photo sharing behavior in the Xi'an Tang Paradise through emotional intermediary variables.The results show the following.First,lifestyle has no significant positive impact on tourists'travel photo sharing behavior.It can be the product of objective environmental conditions or the choice of individual subjective consciousness.However,there are contradictions and differences between subjective and objective influencing factors.Moreover,tourists'capitalowned attribute and their own dispositional tendency are not always consistent.Lifestyle has an important indirect impact on tourists'travel photo sharing behavior under the mediating effect of the sense of travel ritual and selfidentity.Second,lifestyle has a significant positive impact on tourists'sense of tourism ritual,authenticity perception,and self-identity.This conclusion confirms that tourism activities are essentially an emotion-led process,which is convenient for understanding the emotional consumption characteristics of tourism activities in the context of consumption upgrading.Third,the sense of travel ritual and self-identity have a significant positive impact on tourists'travel photo sharing behavior,and play a mediating role between their lifestyle and travel photo sharing behavior.This study verifies the conclusion that ritual sense,as a positive emotion,can prompt people to share positive experiences,and provides a strong argument for tourists'ritual sense that affecting tourists'sharing behavior from a micro perspective.Furthermore,this study also echoes the scholars'arguments that lifestyle is a way of self-expression and declaration,and confirms the conclusion that self-identity can promote tourists'photo sharing behavior.Fourth,authenticity perception has no significant positive effect on tourists'travel photo sharing behavior,and does not play a mediating role between their lifestyle and travel photo sharing behavior.There are three reasons for this.First,the commercialization trend of the tourism resources of Tang Paradise is gradually serious,and the authenticity of the object on which the cultural landscape depends is gradually weakening.Second,the application of modern technology and excessive"stageization"make the rituals and activities of the Tang Paradise deviate from the cultural authenticity,weakening tourists'perception of authenticity.Finally,there are few immersive interactive experience projects in the Tang Paradise,which are difficult to trigger tourists to achieve the psychological state of the"real self."The study clarifies the mediating role of three emotional variables,namely:sense of tourism ritual,perception of authenticity,and sense of self-identity in the relationship between life style and tourists'travel photo sharing behavior.This enriches the research connotation of lifestyle in theory,infiltrates the study of lifestyle from a consumer sociology into the field of tourist behavior,and simultaneously expands the research on the antecedent variables of travel photo sharing behavior.Additionally,under the background of the strong intervention of information technology,the tourists'own characteristics,emotional psychology,and social sharing are studied in the same model,expanding the research content of positive psychology and communication,and rationally considers the influence of positive psychology on social media communication.Finally,in practice,it has certain enlightening significance for enriching tourists'experience,optimizing emotional marketing,and promoting the transformation and upgrade of tourism service quality in the Tang Paradise.