非物质文化遗产旅游游客重游意愿影响机理研究--一个有调节的链式中介模型

A Study on the Mechanism of Influencing Tourists’Willingness to Revisit Intangible Cultural Heritage:A Regulated Chain Mediation Model

非物质文化遗产是中华优秀传统文化的重要组成部分,是旅游的重要资源,丰富了旅游的文化内涵。基于游客体验的视角,探析非物质文化遗产旅游游客重游意愿的影响机制。引入感知价值和游客专业知识变量,根据刺激-机体-反应理论框架、积极情绪拓展理论,构建基于感知文化价值和感知传承价值的链式中介模型;根据精细加工模型,纳入游客专业知识的调节变量,探索不同知识水平的游客感知的差异。采用结构方程模型对收集到的506份问卷数据进行实证检验。结果表明:非物质文化遗产游客旅游体验正向影响游客重游意愿;感知价值在游客体验和重游意愿间起中介作用;感知文化价值和感知传承价值在旅游体验和重游意愿间起链式中介作用;游客专业知识在文化体验和感知价值间起正向调节作用。

Intangible cultural heritage is an important part of China’s excellent traditional culture and an important resource of tourism,which enriches the cultural connotation of tourism.Based on the perspective of tourists’experience,this paper analyzes the influence mechanism of tourists’willingness to revisit intangible cultural heritage.This paper introduces perceived value and tourist professional knowledge variables,and constructs a chain mediation model based on perceived cultural value and perceived inheritance value based on the framework of stimulus organism response theory and positive emotion expansion theory.Based on the fine processing model,incorporating the moderating variables of tourists’professional knowledge,this paper explores the differences in tourists’perception at different levels of knowledge.Meanwhile,empirical testing was conducted on the collected 506 questionnaire data using a structural equation model.The results show that tourist experience of intangible cultural heritage positively affects tourists’willingness to revisit;perceived value plays a mediating role between tourist experience and willingness to revisit;perceived cultural value and perceived inheritance value play a chain mediating role between tourism experience and willingness to revisit;tourist professional knowledge plays a positive moderating role between cultural experience and perceived value.