游客忧虑、求新对游客满意度的影响——智慧旅游技术的调节效应

The Effect of Tourists’Worries and Novelty Seeking on Tourist Satisfaction:Moderating Effects of Smart Tourism Technology

旅游是从熟悉之地到陌生之地,意味着对熟悉事物及常规习惯的背离,这种不确定性使游客对旅游目的地产生忧虑的同时产生新奇感;同时,受疫情及需求变化等不确定性因素的影响,传统的线下旅游形式难以满足游客需要,智慧旅游应运而生,以大数据、物联网、云计算等为代表的智慧旅游技术逐渐走进人们视野。智慧旅游技术虽是促进旅游信息交互的重要手段,对游客满意度提升具有重要促进作用,但游客如何运用智慧旅游技术调节“游客忧虑”和“求新”,进而提升游客满意度尚未得到证实。以C市喀斯特景区的游客为调研对象,从旅游交易满意度和旅游体验满意度两个维度,运用SPSS23.0和Amos23.0两大统计分析软件,基于418份问卷调研数据,实证分析游客忧虑、求新对游客满意度的影响,重点考察智慧旅游技术的调节效应。结果表明:游客忧虑对旅游交易满意度存在显著负向影响,意味着游客对旅游活动越忧虑,其旅游交易满意度越低;游客忧虑对旅游体验满意度存在显著负向影响,意味着游客对旅游活动越忧虑,其旅游体验满意度越低;求新对旅游体验满意度存在显著正向影响,意味着游客对旅游活动的新奇感越高,其旅游体验满意度越高。在此基础上,由调节效应检验发现:智慧旅游技术能显著调节游客忧虑与旅游交易满意度的负向关系;智慧旅游技术能显著调节游客忧虑与旅游体验满意度的负向关系;智慧旅游技术能显著调节求新与旅游体验满意度的正向关系。由上述研究结论可知,景区可通过网站中的评论、咨询等渠道,加强与游客之间的沟通,降低游客忧虑,有利于提升旅游交易满意度和旅游体验满意度;运用社交媒体、应用程序等平台及AR、VR等智慧旅游技术,增强游客的求新意识,有利于提升旅游体验满意度;运用智慧旅游技术四大特性,增强游客的智慧旅游技术使用体验,有利于提升旅游交易满意度和旅游体验满意度。

Travel is from a familiar place to an unfamiliar one,meaning a departure from the conventional habits.This creates uncertainty,leading to tourists’worries and novelty sense.Traditional offline tourism can hardly meet demands due to uncertainties,leading to the appearance of smart tourism.Smart Tourism Technology(STT),represented by Mega Data,Internet of Things and Cloud Computing,is entering our vision.While smart tourism technology is an important means of promoting the exchange of tourist information and has a significant role in improving tourist satisfaction,it has not yet been proven how tourists can use it to moderate“tourists’worries”and“novelty seeking”to improve tourists’satisfaction.Taking the tourists visiting City C karst scenic area as the research object,from the tourism transaction satisfaction and tourism experience satisfaction,using SPSS23.0 and Amos23.0 two statistical analysis software,based on 418 questionnaire survey data,we have an empirical analysis of the impact of tourists’concerns and novelty-seeking on tourists’satisfaction,and focus on the smart tourism technology regulation effects.The study has found out tourists’worries have negative effect on tourism transaction or experience satisfaction,which means the more worried tourists are,the lower their satisfaction with tourism transactions or experiences.Meanwhile,novelty seeking has positive effect on tourism experience satisfaction,which means the more novel the tourist activities are,the higher their satisfaction with tourism experience.On this basis,it is found out:STT can highly moderate the relationship between tourists’worries and tourism transaction satisfaction and moderate the relationship between tourists’worries and tourism experience satisfaction.STT can highly moderate the relationship between novelty seeking and tourism experience satisfaction.From the above,scenic spots can communicate with tourists through channels such as comments,inquiries on their websites to reduce worries and enhance tourist satisfaction,use platforms like social media and applications,as well as smart tourism technologies like AR/VR to boost novelty awareness and enhance their experience satisfaction,and use four features of STT to improve experience and enhance tourist satisfaction.