旅游体验对渔村形象的影响研究——以泉州市蟳埔村为例

The Influence of Tourism Experience on the Image of Fishing Village:Taking Xunpu Village, Quanzhou City as an example

为促进我国渔村旅游业的发展和“乡村振兴”战略的实施,文章基于泉州市蟳埔村的实地调查数据,研究旅游体验对渔村形象的影响机制以及游客感知价值和游客风险感知在其中发挥的作用,并提出发展建议。研究结果表明:旅游体验对渔村形象有显著正向影响,游客感知价值在旅游体验对渔村形象的影响机制中发挥中介作用;游客风险感知在旅游体验与游客感知价值之间以及旅游体验与渔村形象之间发挥调节作用,且当游客风险感知较低时,旅游体验更容易通过提升游客感知价值进而提升渔村形象;蟳埔村发展渔村旅游业应着力提升旅游体验和游客感知价值,降低游客风险感知,同时打造渔村旅游品牌。

In order to promote the development of China′s fishing village tourism and the implementation of the “Rural Revitalization” strategy, the paper studied the impact mechanism of tourism experience on the image of fishing village, the role of tourists′ perceived value and tourists′ risk perception, based on the field survey data of Xunpu village in Quanzhou City, then put forward development suggestions. The results showed that tourism experience had a significant positive impact on the image of fishing village. Tourists′ perceived value played an intermediary role in the impact mechanism of tourism experience on the image of fishing village. Tourists′ risk perception played a regulatory role between tourism experience and tourists′ perceived value, as well as between tourism experience and fishing village image. When tourists′ risk perception was low, tourism experience was easier to improve the fishing village image by improving tourists′ perceived value. The development of fishing village tourism in Xunpu village should focus on improving tourism experience and tourists′ perceived value, reducing tourists′ risk perception, and building a fishing village tourism brand.