非遗旅游地居民获益感知对价值共创行为意愿的影响研究——以潍坊杨家埠为例

A Study on the Effect of Residents'Perception of Benefits on Value Co-Creation Behavior Intention in Intangible Cultural Heritage Tourism Destinations:A Case Study of Yangjiabu Village

非物质文化遗产旅游目的地居民的价值共创行为意向在一定程度上决定着非遗旅游目的地开发的成功与否和可持续性。从居民角度出发,在“认知—情感—行为”理论框架内构建价值共创行为意向概念性模型,可以考知非物质文化遗产目的地情境下居民旅游获益感知、生活质量、情感团结等因素的影响。以山东潍坊杨家埠为研究案例地,通过现场调研和PLS-SEM数据分析法进行研究,结果发现:旅游获益感知显著正向影响居民价值共创行为意向;在旅游获益感知与共创行为意愿之间,生活质量与情感团结分别起到中介作用;生活质量与情感团结对共创行为意向具有链式的中介作用。提高居民生活质量,加强居民与游客的情感联系,可以有效提升非遗旅游地居民的价值共创行为意愿。

The value co-creation behavioral intention of residents in intangible cultural heritage(ICH)tourism destinations determines the success and sustainability of the development of those destinations to a certain extent.From the residents'perspective,a conceptual model of value co-creation behavior intention is constructed within the framework of"cognition-emotion-behavior"theory so as to examine the influence of residents'perception of tourism benefits,quality of life,and emotional solidarity.Field research conducted in Yangjiabu Village,Weifang,Shandong Province and the data analyzed by using the PLS-SEM method show that tourism benefit perception has a significant positive impact on residents'value co-creation behavior intention;that quality of life and emotional solidarity play an intermediary role respectively between tourism benefit perception and value co-creation behavior intention and that quality of life and emotional solidarity have a chain intermediary role between tourism benefit perception and value co-creation behavior intention.Improving the quality of life of residents and strengthening the emotional connection between residents and tourists can effectively enhance residents'value co-creation behavior intention in ICH tourism destinations.