草原旅游地属性、感知价值、游客欣喜与重游意愿的关系——以陕西关山草原为例

Relationships between grassland tourism destination attributes, perceived value, visitor delight, and revisit intention: A case study of Guanshan Grassland in Shaanxi

厘清草原旅游地属性、感知价值、游客欣喜与重游意愿之间的关系,是推进草原旅游高质量发展的重要基础。本研究基于认知评价理论,构建“旅游地属性-重游意愿”理论关系模型。选取陕西关山草原为案例地,利用359份有效问卷数据,进行结构方程模型分析。研究发现:1)草原旅游地游客重游意愿的形成以游客欣喜为关键直接前因,而且游客欣喜是感知价值影响重游意愿的重要传导机制。2)草原旅游地表达性属性在对重游意愿的作用路径上,具有明显的情感导向特质,是提升重游意愿更为重要的属性。3)草原旅游地表达性和工具性属性影响重游意愿的具体机制表现出明显的层次性差异特征,说明在“旅游地属性-行为意图”关系中认知和情感因素作用的差异具有旅游地属性层面的结构性原因。研究结论揭示出草原旅游地的表达性和工具性属性分别主要经由游客欣喜和感知价值对重游意愿发挥影响作用的机制,表明对旅游地属性重要性的判断,应在分析各属性的认知与情感路径关系前提下,考察其影响效应的大小。

Clarifying the relationships between grassland tourism destination attributes, perceived value, visitor delight, and revisit intention is an important foundation for promoting high-quality development of grassland tourism. Based on the cognitive appraisal theory, this study constructed a conceptual model of “grassland tourism destination attributes –revisit intention ”. This study conducted a structural equation model analysis based on a sample comprising 359 tourists in the Shaanxi Guanshan grassland. The findings showed that: 1) visitor delight was the key and direct antecedent of tourists’ revisit intention in grassland tourism destinations, and it was found to be an important mechanism that transmitted the influence of perceived value to revisit intention. 2) the expressive attributes of grassland tourism destinations showed obvious emotional orientation in the path of affecting revisit intention, and these were more important attributes for improving the revisit intention. 3) the specific mechanism of expressive and instrumental attributes in grassland tourism destinations influencing revisit intention showed obvious hierarchical differences, which indicated that the effects of cognitive and emotional factors in the relationship of "destination attributes–behavioral intention" differed owing to the structure of tourism destination attributes. The results revealed that the expressive and instrumental attributes of grassland tourism destinations mainly influenced revisit intention through visitor delight and perceived values, respectively, and indicated that judgment of the importance of tourism destination attributes must include examination of the influencing effects of each attribute under the premise of its cognitive and emotional path relationship.