符号学理论视角下参与型体育赛事旅游吸引力对重游意愿的影响——体验价值的中介作用

Influence of Tourism Attraction of Sports Events on Revisit Intention from the Perspective of Semiotic Theory:the Intermediary Role of Experience Value

为探析人们参与体育赛事旅游的动因,吸引更多的人助力体育赛事旅游的发展,运用文献资料法、访谈法与数理统计法,借助符号学理论的三元符号关系,建构体育赛事旅游吸引力、体验价值与重游意愿的结构模型。结果表明:体育赛事旅游吸引力、体验价值对重游意愿均产生正向显著影响;体育赛事旅游体验价值在吸引力与重游意愿的关系中起着部分中介作用。最后,从赛事举办地组织者和体育赛事旅游者角度对体育赛事旅游长远发展提出切合实际的建议,以期完善体育赛事旅游相关理论,为体育赛事旅游的可持续发展提供切实指导意义。

To explore the motivation of people's participation in sports event tourism and attract more people to help the development of sports event tourism,this paper constructs a structural model of sports event tourism attraction,experience value,and revisit intention by using the methods of literature review,interview and mathematical statistics and based on the ternary symbolic relationship in semiotic theory.Results show that the tourism attraction and experience value of sports events have a positive and significant impact on the willingness to revisit.The tourism experience value of sports events plays an intermediary role in the relationship between attraction and revisit intention.Finally,from the perspective of event organizers and sports event tourists,this paper gives suggestions for the long-term development of sports event tourism,in order to improve the relevant theories and provide practical guiding significance for the sustainable development of sports event tourism.