创意体验及分享行为对网红景点消费意愿的影响研究——以西安为例

A Study on the Influence of Creative Experience and Sharing Behavior on the Consumption Intentions of Internet-famous Attractions:A Case Study on Xi'an

随着文化与旅游的深度融合,网红景点打卡受到了越来越多游客的青睐,网红景点消费占文化旅游消费的比重也随之增大,对促进文化旅游消费和区域经济发展具有重要的意义。文章以西安为例,基于旅游体验和计划行为理论,构建文化创意体验对网红景点消费意愿影响的理论模型和结构方程模型,并根据284份有效问卷的调查数据检验研究假设,分析文化创意体验及分享行为对景点消费意愿的影响。研究结果表明:游客文化创意体验对网红景点消费意愿具有显著的直接影响,路径系数为0.231;旅游分享行为对消费意愿影响的路径系数为0.222;行为态度、主观规范和知觉行为控制变量的中介效应显著,分享行为能够通过三个中介变量显著正向影响消费意愿。因此,为实现文化旅游的高质量发展、增强消费意愿,应多渠道宣传、增强网红景点旅游体验质量,以增进游客旅游体验的消费意愿。

In the context of deepening integration between culture and tourism,the rise of internet-popular attractions is gaining popularity among tourists.The proportion of internet-popular attraction consumption in cultural tourism is growing,influencing both cultural tourism consumption and regional economic development.Focusing on Xi'an,this paper constructs theoretical and structural models based on the tourism experience and planned behavior theories.Utilizing survey data from 284 valid questionnaires,the study analyzes the impact of cultural creative experience and sharing behavior on the consumption intention of Netflix attractions.Results indicate that tourists'cultural creative experience significantly influences the consumption intention of Netflix attractions,with sharing behavior playing a positive mediating role through behavioral attitude,subjective norm,and perceptual behavior control variables.To achieve high-quality cultural tourism development and enhance consumption intention,the paper recommends promoting diverse experiences and improving the quality of tourist experiences at noteworthy attractions.