文旅融合背景下景区故事化特征对旅游行为意向的影响研究

On the Impact of Storytelling Characteristics of Scenic Spots on Tourism Behavior Intention Under the Background of Culture and Tourism Integration

一个好的故事可以激发游客好奇心,延长游客在景区的逗留时间,刺激游客购买欲,增加景区各项创收。文章重点探究景区故事化特征如何对游客旅游行为意向产生影响。以江苏盐城地方景区为调研对象,获得284份有效问卷数据,通过多元回归分析发现:景区故事化特征对游客旅游行为意向有正向相关关系;景区故事化主要通过其教育性、真实性、情感性和主题性4个特征影响游客旅游行为意图;游客对于景区故事化的教育性与真实性更为看重,大部分游客会选择具有文化内涵的景区。最后,研究结论表明景区讲好故事能够提升景区文化内涵,丰富文旅融合发展方式,提高融合度,释放新的融合魅力,为景区开发者提供新的理论参考。

A good story can help stimulate the curiosity of tourists,encourage them to linger in a scenic spot,influence their purchasing decisions,and boost the attraction's overall revenue generation.This article focuses on exploring how the storytelling characteristics of scenic spots affect tourist behavior intentions.Taking the local scenic area in Yancheng City,Jiangsu Province as the research object,284 valid questionnaires were obtained.Through multiple regression analysis,it is found that the storytelling features of scenic areas have a positive correlation with tourist behavior intentions;the storytelling of scenic spots mainly influences tourist behavior intentions through educational,authentic,emotional,and thematic features;tourists value the educational and authentic storytelling of scenic spots more,and most tourists choose scenic spots with cultural connotations.Finally,the research conclusion indicates that telling good stories in scenic areas can enhance the cultural connotation of the scenic area,enrich the development mode of cultural tourism integration,improve the degree of integration,and release new charm of integration.Hopefully,the findings may provide new theoretical references for scenic area developers.