认知·情感·行为:城市动物园游客认同的影响机制研究

Cognition,Emotion and Behavior:A Study on the Influencing Mechanism of Tourists’ Identity in Urban Zoo

城市动物园作为一种专类公园,其运营成本高于一般意义上的城市公园。如何提升游客重游率是城市动物园建设与管理普遍面临的问题。而解决这一问题的关键点是游客的认同感。课题组依据“认知-情感-行为”ABC态度理论,以“忠诚度”为认同感的显性指标,以“感知价值”“满意度”“忠诚度”为潜变量,以“环境价值”“情感价值”“游憩活动价值”“服务价值”为“感知价值”的测变量,构建结构方程模型。南京红山森林动物园的实证研究验证了假设,即感知价值对满意度有显著的正向影响,进而影响游客忠诚度。实验结果表明基于“认知-情感-行为”的结构方程模型有可能通过揭示游客认同的影响机制,为城市动物园未来的发展提供决策信息。

As akind of specialized park,the operation cost of zoo is higher than that of general urban park.How to enhance the re-visit rate is a common problem encountered by the construction and management of urban zoos.The key to solving this problem is tourists identity.Based on the ABC attitude theory of"cognitive-emotional-behavior",the group constructed a structural equation model with"loyalty"as dominant indicator of identity,"perceived value","satisfaction"and"loyalty"as the latent variables,and"environmental value","emotional value","recreational activity value"and"service value"as the measurement variables of"perceived value".The empirical study of Nanjing Hongshan Forest Zoo verified the hypothesis that perceived value has a significant positive impact on satisfaction,which in turn affects tourists'loyalty.The experimental results indicated that the structural equation model based on"cognitiveemotional-behavior"might provide decision-making information for the future development of urban zoos by revealing the influencing mechanism of tourists'identity.