节庆吸引力感知对游客依恋的影响研究——基于“认知——情感——意向”模型的分析

The Impact of Attractiveness on Attachment in the Context of Festival Tourism--An Application of Cognitive-Affective-Conative Model

“节庆”可以在传承和发扬地方文化的同时吸引游客,促进目的地经济、社会、文化的发展。本文采用混合方法,调查多种类型的节庆活动。首先,通过定性方法,确定了节庆吸引力的四个显著维度:浓厚的节庆氛围、和谐的人际互动、鲜明的文化符号、丰富的节庆活动。其次,基于“认知—情感—意向”模型,通过定量方法探究节庆吸引力对游客节庆依恋和忠诚度的影响机制。结构方程模型结果显示:浓厚的节庆氛围、和谐的人际互动和丰富的节庆活动正向影响节庆依赖;浓厚的节庆氛围、和谐的人际互动和鲜明的文化符号均正向影响节庆认同和情感依恋;节庆依恋正向影响节庆忠诚度。基于此,应促进地方文化与节庆的融合,塑造节庆品牌和形象,提升文化认同和文化自信。

Festivals can attract visitors while inheriting and developing local culture,thus promoting the economic,social and cultural development of the destination.This study employed a mixed method approach to investigate multiple types of festivals.Firstly,through qualitative method,the four dimensions of festival attractiveness were identified,i.e.strong festival atmosphere,harmonious interpersonal in-teraction,distinct cultural symbols and rich festival activities.Then,based on cognitive-affective-conative model,quantitative method was used to explore the mechanism through which festival attractiveness impacts festival attachment and loyalty.Structural Equation Modeling showed that not all dimensions of festival attractiveness have positive effects on festival attachment.Findings further indicate that festival at-tachment has a positive effect on festival loyalty.These results indicate that we should promote the integration of local culture and festival,shape festival brand and image,and enhance cultural identity and cultural confidence.