旅游者地方依恋对游后行为意向的影响研究

Research on the Influence of Tourists’Attachment to Place on Post-Tour Behavioral Intention

随着新兴旅游地的涌现,旅游目的地之间的竞争也日益激烈,旅游者的游后行为意向成为旅游目的地关注的焦点。以苏州市东山镇为例,采用SEM结构方程模型探讨地方依恋、难忘的旅游体验、旅游信任与游后行为意向之间的影响机制。研究结果显示:地方依恋对难忘的旅游体验、旅游信任和游后行为意向均有显著的直接影响;难忘的旅游体验、旅游信任在地方依恋与游后行为意向的关系中起中介作用;地方依恋通过难忘的旅游体验和旅游信任间接作用于游后行为意向的链式中介效应成立。因此,建议深入挖掘旅游地文化,创新旅游体验产品,增强游客对旅游地的信任,进而促使其产生积极的游后行为意向。

With the emergence of new tourist destinations,competition among tourist destinations is becoming increasingly fierce,and tourists’post-tour behavior intention has become the focus of attention.Taking Dongshan in Suzhou as an example,this paper uses SEM structural equation model to explore the influencing mechanisms among attachment to place,memorable tourism experiences,travel trust and post-tour behavioral intentions.The results show that attachment to place has a direct and significant impact on memorable tourism experiences,travel trust and post-tour behavioral intention;memorable tourism experiences and travel trust play an intermediary role in the relationship between attachment to place and post-tour behavioral intention;the chain intermediary effect of attachment to place on post-tour behavioral intention is established through memorable tourism experiences and travel trust.Therefore,it is suggested to further explore the culture of tourist destinations,innovate travel experience products,enhance tourists’trust in the destinations,thus promoting their positive post-tour behavioral intention.