旅游目的地“打卡”行为仪式感对游客旅游意愿影响研究

The Mechanism of Ritual Behavior of Check-In-Travel on Travel Intention

景点打卡成为诸多景区吸引游客的重要手段之一。基于对仪式感的解构,构建了独特性、礼仪性、群体认同和旅游意愿的关系模型。通过问卷收集数据并用结构方程模型方法对关系模型进行实证检验。研究分析显示,独特性、礼仪性与群体认同显著正相关;群体认同与旅游意愿显著正相关。群体认同在仪式感和旅游意愿之间起部分中介作用。

Check-In-Travel has become one of the important means to attract tourists to many scenic spots.This study constructs a relationship model of uniqueness,ritual,group identity and willingness to travel based on the deconstruction of ritual.Data were collected through questionnaires and empirically tested using structural equation modeling methods.The analysis showed that uniqueness and rituality were significantly and positively related to group identity;group identity was significantly and positively related to willingness to travel.Group identity partially mediates the relationship between ritualism and willingness to travel.