旅游感知价值与地方认同对乡村旅游偏好行为的影响研究

The influence of tourism perceived value and local identity onrural tourism preference behavior

运用结构方程模型并结合SOR理论,基于江西省5个典型乡村旅游地共893份问卷,研究游客乡村旅游偏好行为的驱动因素与影响机制.结果表明,游客的文化感知价值对乡村旅游偏好行为没有显著的直接影响,游客的商品感知价值和地方认同感对乡村旅游偏好有显著的正向影响.地方认同感在游客的感知价值与乡村旅游偏好行为之间起中介作用,且为正向.因此,乡村旅游地应该通过提升游客的感知价值强化旅游者的地方认同感,促使旅游者对乡村旅游地产生积极的情感,进而增强游客的乡村旅游偏好,以促进乡村旅游市场的培育与发展.

Using structural equation model and SOR theory,this study examined the driving factors and influencing mechanism of tourists rural tourism preference behavior based on 893 questionnaires from 5 typical rural tourism destinations in Jiangxi Province.The results show that tourists cultural perceived value has no significant direct influence on rural tourism preference behavior,while tourists commodity perceived value and local identity have significant positive influence on rural tourism preference behavior.Local identity plays a positive mediating role between tourists perceived value and rural tourism preference behavior.Therefore,rural tourism destinations should enhance tourists perceived value,strengthen tourists sense of local identity,promote tourists to have positive emotions towards rural tourism destinations,and enhance tourists preference for rural tourism,so as to promote the cultivation and development of rural tourism market.