难忘旅游体验的成因及其影响机制:一个链式整合机制研究

The Relationship between Expectations,Emotions,Revisit Intention and Memorable Travel Experience:A Study on the Formation and Influence Integration Mechanism

旅游者的难忘旅游体验是旅游地的核心软竞争力,也是旅游地不断提供高质量服务的动力来源。本研究探索了难忘旅游体验的概念内涵,并基于期望确认理论和情绪认知理论,引入期望(期望确认和期望不一致)、情绪(积极情绪和消极情绪)和重游意愿等变量,构建了包含难忘旅游体验形成原因和影响机制的整合结构模型。以524份游后调查问卷为样本,运用PLS-SEM分析工具检验了单一路径和中介效应,结论如下:质性研究结果发现,难忘旅游体验由认知思考、感官刺激和社交互动3个维度构成,包含学习、意义、真实性、享乐、氛围、惊喜、新奇、兴趣、主客交往、同伴分享和陌生人交往等11个测量指标;期望确认和期望不一致是影响游客情绪和难忘旅游体验的重要因素;情绪在期望对难忘旅游体验影响的传导机制中扮演着重要的中介角色,但是不同情绪的作用存在差异,其中积极情绪能正向显著影响难忘旅游体验,而消极情绪无法影响难忘旅游体验;难忘旅游体验会增强游客的重游意愿。研究探讨了难忘旅游体验的内涵和形成作用机制,并为旅游地如何增强顾客难忘旅游体验提供了指导方向。

The capacity of producing memorable travel experience to travelers is a core soft competitiveness of tourist destinations,which drives destinations to continuously provide high-quality products and serv-ices.This research aims to conceptualize and operationalize antecedents for memorable travel experience and revisit intention.Based on emotional cognition theory,difference arousal theory,emotional memory theory,and expectation confirmation theory,it has developed measures for expectations(expectancy confir-mation and expectancy disconfirmation),emotions(positive emotions and negative emotions)and revisit intention and examined the relationships between these constructs and memorable travel experience.The structure model was tested using PLS-SEM with a sample of 524 post-travel responses.Results suggest that(1)unforgettable travel experience consists of three dimensions:cognitive thinking,sensory stimula-tion,and social interaction;(2)expectancy confirmation and expectancy disconfirmation are important fac-tors that affect tourists'emotions and memorable travel experience;(3)emotions play an important inter-mediary role in the impact of expectations on memorable travel experience,but the effects of different emo-tions vary.Positive emotions can positively and significantly affect the memorable travel experience,whereas negative emotions cannot affect the memorable travel experience;(4)memorable travel experi-ence increases the revisit intention.The research has profound implications for tourism destination manag-ers,tourism product designers and marketers.The study reinforces that destinations should understand the needs of tourists and improve the quality of products and services.They should enhance the emotional en-gagement of tourists to increase the memorability and loyalty.