高山探险目的地形象对体育旅游参与者行为意向的影响研究——以风险感知和情绪为中介

Impact of Destination Image of Mountain Adventure on Behavioral Intention of Sports Tourism Participants:Mediated by Risk Perception and Emotions

目的:立足于情绪评价理论,以风险感知和情绪作为中介变量,探究高山探险目的地形象对体育旅游参与者行为意向的影响机制。方法:选取四川省小金县四姑娘山区域为调研采样地,以371名体育旅游参与者为样本,基于结构方程模型的多重中介效应,运用SPSS 26.0和Amos 24.0软件对数据进行统计分析。结果:(1)目的地形象对风险感知具有显著的负向影响,对情绪和行为意向具有显著的正向影响;(2)风险感知对情绪和行为意向具有显著的负向影响;(3)风险感知和情绪在目的地形象对行为意向的影响过程中发挥着显著的双中介作用。结论:体育旅游参与者行为意向的生成受多重要素驱动,为充分发挥目的地形象的直接效应及风险感知、情绪的双重中介作用,应塑造积极的高山探险旅游目的地形象,注重体育旅游参与者的情绪管理和风险管理,构建综合治理框架,为高山探险旅游消费业态健康发展提供理论支撑与现实指导。

Objective:Grounded in the theory of emotional appraisal,this study explores the mechanism by which the image of a mountain adventure destination influences the behavioral intentions of sports tourism participants,with risk perception and emotions serving as mediating variables.Methods:The study was conducted in the Siguniang Mountain area of Xiaojin County,Sichuan Province,with a sample of 371 sports tourism participants.Statistical analysis was performed using SPSS 26.0 and Amos 24.0 software,applying a structural equation model to examine the multiple mediation effects.Results:(1)Destination image has a significant negative impact on risk perception and a significant positive impact on emotions and behavioral intentions;(2)Risk perception negatively affects emotions and behavioral intentions;(3)Risk perception and emotions play significant dual mediating roles in the relationship between destination image and behavioral intentions.Conclusion:The formation of behavioral intentions among sports tourismparticipants is driven by multiple factors.To maximize the direct effects of destination image and the dual mediating roles of risk perception and emotions,it is crucial to cultivate a positive mountain adventure tourism destination image,emphasize the management of participants′emotions and risks,and establish a comprehensive governance framework.This approach provides both theoretical support and practical guidance for the sustainable development of mountain adventure tourism.