海上丝绸之路旅游体验价值对旅游者文化传播行为的影响

The influence of tourism experiential value of Maritime Silk Road on tourists’ cultural dissemination behavior

旅游是文化传播的载体,旅游者是文化传播的主体。本文基于情绪评价理论和社会认同理论,构建基于民族自豪感和文化认同的中介效应模型,考察海上丝绸之路(以下简称“海丝”)旅游体验价值对旅游者文化传播行为的影响机制。研究结果表明:旅游体验功能价值和符号价值通过民族自豪感和文化认同影响旅游者的文化传播行为。旅游者在海丝文化旅游体验中形成的集体身份认知诱发民族自豪感,进而将海丝文化符号与民族集体记忆建立情感连接,形成文化认同;在民族自豪感和文化认同的驱使下,旅游者将高度的情感能量转化为具体的文化传播行为。旅游者体验到的民族自豪感和文化认同越多,则实施文化传播行为的可能性越大,文化传播行为又强化了旅游者对自身群体身份的认同。因此,应进一步凝练海丝文化元素符号,凸显海丝文化成就,提高旅游体验价值,提升旅游者民族自豪感与文化认同,进而促进文化传播。

Tourism is an important carrier of culture and tourists are the main body of culture dissemination. Based on Appraisal theory of Emotion and Social Identity theory, this paper constructs a theoretical model in which the relationship between Maritime Silk Road cultural tourism experiential value and tourists’ cultural dissemination behavior are mediated by national pride and cultural identity. Research results show that the functional value and symbolic value of tourism experience influence tourists’ cultural dissemination behavior through national pride and cultural identity. The collective identity cognition that tourists gained in the tourism experience induced national pride, which assists the establishment of emotional connections between the maritime cultural symbols and the national collective memory, thus formed the culture identity. Driven by national pride and cultural identity, tourists converted the high emotional energy into cultural dissemination behaviors. The more national pride and cultural identity tourists experience, the more likely they are to disseminate culture,and the cultural dissemination behavior in turn strengthens their group identity. Therefore, by enhancing the elements and highlighting the achievements of the Maritime Silk Road culture,the destinations will achieve the goals of the improvement of tourists’ experiential value, the enhancement of their national pride and cultural identity, as well as the promotion of the cultural dissemination behavior.