自然景区游客感官印象对旅游体验质量的影响机制研究

Study on the Influencing Mechanism of Sensory Impressions of Tourists on the Tourism Experience Quality in Natural Scenic Spots

基于具身认知理论和感官营销理论,构建“感官印象—感知形象—体验质量”的结构方程模型,验证感官印象对旅游体验质量的作用机制;结果表明:加入动觉后的感官印象通过激活目的地形象感知影响旅游者的体验质量;性别在旅游者感官印象与情感形象之间存在调节作用,但在认知形象影响路径中不存在明显的性别差异;因此,自然景区经营者应设计具有动觉体验元素、性别情感差异的感官景观,通过强化自然景区舒适度形象和社区形象,营造身心放松、愉悦唤醒的情感体验,从而提升自然景区旅游者的体验质量。

⑴Background——Studying the relationship between sensory impressions,perceived images and tourism experience quality can reveal the role of sensory impressions in tourism experience more completely,and help promote the high-quality development of health tourism market.⑵Methods——The research hypotheses were proposed based on embodied cognition theory and sensory marketing theory.The structural equation model of“sensory impressions—perceived images—experience quality”was constructed to verify the influencing mechanism of sensory impressions on tourism experience quality.⑶Results——First,base on the traditional five sensory dimensions of sight,hearing,smell,taste and touch.In this study,six sensory impressions after adding kinesthesia(kinesthetic attention value is 3.49)have a more complete explanatory power to the tourists'tourism experience quality.Second,in natural scenic destinations,sensory impressions do not directly affect the tourists'experience quality(β=-0.101,P=0.261).Sensory impressions are transient,which can be stored for a short time and directly reflect the experience quality of the tourists on site.However,in the stage of retrospective evaluations,the tourists'evaluations of their tourism experience are not directly from the sensory impressions.Third,cognitive image and emotional image play a complete mediating role between sensory impressions and tourism experience quality.Sensory impressions affect the tourists'experience quality in natural scenic spots by activating the tourists'cognitive image alone(indirect effect value is 0.885),or by activating the tourists'emotional image alone(indirect effect value is 0.144),or by the chain intermediary of cognitive image and emotional image(indirect effect value is 0.299).Comparing the effect values of three mediating paths,cognitive image plays the most important mediating role between sensory impressions and the tourists'experience quality.Fourth,there are significant differences between male and female sensory impressions on the emotional image of natural scenic destinations(β=0.103,P<0.1).Compared with the female tourists(β=0.798,P<0.001),sensory impression can improve the male tourists'emotional image more(β=1.004,P<0.001),but there is no significant gender difference in cognitive image influencing path(β=0.038,P=0.358).⑷Conclusions and Discussions——The sensory impressions of the tourists in natural scenic spots has a positive and significant impact on the tourism experience quality mainly through the mediating effect of destination image perception.Gender has a moderating effect between sensory impressions and emotional image of the tourists.Based on this,the following three suggestions are put forward:First,pay attention to the tourists'kinesthetic sensory experience,design sensory experience projects in natural scenic spots from both strong stimulation and weak stimulation to enhance the tourists'sensory impressions.Second,construct the characteristic sensory clues of natural scenic spots to enhance cognition and emotional image perception,deeply excavate the comfort image and community image of the natural scenic spots,create a relaxing and pleasant emotional experience for the tourists and a more three-dimensional and profound unique image of the natural scenic spots.Third,segment the tourists market and design sensory experience scenes with gender differences to meet the different emotional experience needs of male and female tourists.