自然灾难纪念馆重游意向——以5·12汶川特大地震纪念馆为例

Revisiting Intention of Natural Disaster Memorial Museums:In the Example of the May 12 Wenchuan Earthquake Memorial Museum

灾难纪念馆是记录、保存灾难历史的空间,能带给参观者特殊的情感体验。我国多地都建有地震灾难纪念馆,它们是延续灾难集体记忆的重要载体,重游是实现该功能的关键。目前仍缺乏关于地震灾难纪念馆重游方面的研究。据此,基于目标导向行为理论,提出研究假设,建立地震灾难纪念馆重游意向的因果模型,以5·12汶川特大地震纪念馆为研究对象,通过问卷调查获取数据,进行实证分析,结果表明:态度、主观规范、积极预期情绪以及消极预期情绪对重游欲望有显著的正向影响;感知行为控制和过去的行为对重游欲望有显著的正向影响,但两者对重游意向的影响不显著;重游欲望对重游意向有显著的正向意向。在讨论上述结果理论意义的基础上,提出了增强重游意向的管理启示以及未来研究的方向。

Dedicated to the recording and preservation of disaster history,disaster memorial museums provide the visitors with a special emotional experience.In the past few decades,earthquake disaster memorial museums have been built in many places across China.As an important carrier of the collective disaster memory,these memorials rely on the revisiting behavior of visitors to implement their intended function.Given the lack of research on the revisiting of earthquake disaster memorials,this article proposes the hypotheses and establishes a causal model that reflects people's intention of revisiting earthquake memorial museums based on the theory of goal-directed behavior.Taking May 12 Wenchuan Earthquake Memorial Museum as the research object,this article collects relevant data through a questionnaire survey and conducts an empirical analysis.According to the research findings,attitude,subjective norm,positive anticipated emotion and negative anticipated emotion all have significant effects on revisiting desire;perceived behavior control and past behavior both have a significant positive effect on revisiting desire,but neither of them has a significant effect on revisiting intention;revisiting desire has a significant positive effect on revisiting intention.Through a discussion on the theoretical implications of relevant findings,managerial revelations is proposed for enhancing revisiting intention and several directions are pointed out for future research.