旅游者传统文化价值观会影响城市老字号餐厅的就餐意向吗?——基于VBN理论的结构化测度

Do Tourists'Traditional Cultural Values Affect Their Behavioral Intentions to Dine at Time-Honored Restaurants?—A Structural Measurement Based on VBN Theory

老字号餐厅是城市重要的旅游资源和旅游吸引物。本文从旅游者视角出发,基于VBN理论框架,探讨了价值观、结果意识、责任归属、个人规范、主观规范、品牌信任、就餐意向七个变量之间的结构关系。对旅游者进行问卷调查和半结构化访谈,运用定量和定性相结合的方法对数据进行处理分析。结果表明,传统价值观正向影响旅游者信念(包括结果意识和责任归属),并最终通过个人规范作用于就餐意向;个人规范、主观规范、品牌信任均对旅游者老字号就餐意向有正向影响。该研究结果有助于从价值观角度揭示旅游者餐饮消费行为规律,为城市老字号餐厅经营者提供有效的营销策略。

Time-honored restaurants are important tourism resources and attractions in cities.From the perspective of tourists,this paper constructs a structural equation model based on the theory of value-belief-norm(VBN),and discusses the structural relationship among seven variables:Value,awareness of consequence,ascription of responsibility,personal norm,subjective norm,brand trust,and dining intention.Questionnaire survey and semi-structured interview were conducted,and the data were processed and analyzed through a combination of qualitative and quantitative methods.The results show that traditional values positively affect tourists'beliefs(including awareness of consequence and ascription of responsibility),finally affect their dining intention through personal norms.Personal norm,subjective norm and brand trust all have a positive impact on tourists'dining intention of time-honored restaurants.The results of this study are helpful to reveal rules of tourists'catering consumption behavior from the perspective of values,and provide effective marketing strategies for the operators of urban time-honored restaurants.