共睦态视角下旅行同伴对旅游体验质量的相互影响研究

The influence of companions on the quality of travel experience from the perspective of communitas

旅行同伴是旅游者旅行活动的共同参与者,对旅游者的旅游体验具有重要影响。研究从共睦态视角出发,基于活动理论和驱动理论构建“旅行同伴影响感知-旅游涉入-旅游体验质量”的研究模型,运用扎根技术、问卷调查和结构方程模型探讨旅行同伴影响感知对旅游体验质量的相互影响以及旅游涉入在此过程中的中介效应。研究发现:(1)旅游者对旅行同伴影响感知可从感知情感价值、感知功能价值、感知社交价值、感知认知价值和感知约束5个维度表征;(2)旅行同伴对旅游体验质量的影响中,感知情感/功能/社交/认知价值直接显著正向影响旅游者涉入和旅游体验质量;(3)旅游涉入在旅游者对旅行同伴感知情感/功能/社交/认知价值与旅游体验质量的关系中发挥部分中介效应;(4)感知约束对旅游涉入和旅游体验质量的直接负面影响,以及通过旅游涉入影响旅游体验质量的中介作用均未通过显著性检验。最后从产品优化、情感营销、市场开发等方面提出对策建议。

Travel companions are participants of tourists’travel activities,which have an important influence on tourists’travel experience.From the perspective of communitas,the research builds the"travel companions influence perception-tour involvement-tourist experience quality"research model based on the Drive Theory and Activity Theory and discusses the mutual influences of travel companions influence perception on tourist experience quality and the mediating effect of tourism involvement in this process through questionnaire survey and Structural Equation Model.The research finding are as follows.①Travelers’perceptions of the influence of travel companions can be characterized by the five dimensions of perceived emotional value,perceived functional value,perceived social value,perceived cognitive value,and perceived constraints extracted from the interview data by the grounded theory technology.②Tourists’perception of the emotional/functional/social/cognitive value of tourism partners has a significant positive impact on their tourism involvement and tourism experience quality.③Tourism involvement plays a partial mediating effect on the relationship between perceived emotional,functional,social,cognitive value and tourism experience quality.④The direct negative effects of perceived peer constraint on tourist involvement and quality of tourism experience,as well as the mediating effect of influencing the quality of tourism experience through tourist involvement does not pass the significance test.Finally,countermeasure suggestions are put forward in terms of product optimization,emotional marketing,and market development.