旅游地魅力对旅游者忠诚影响的中介与调节作用

The mediation and moderation effects in the impact of destination fascination on tourist loyalty

旅游地魅力是近些年被提出和关注的新话题,目前考察旅游地魅力如何影响旅游者忠诚的研究尚少。本研究基于理智人模型、心理连续体模型和期望不一致理论,以享乐幸福感、实现幸福感、地方依赖、地方认同为中介和旅游体验质量为调节,探讨旅游地魅力对旅游者忠诚影响的中介路径和边界条件。通过对旅游者问卷调查获得的444份有效问卷进行实证分析,结果显示:旅游地魅力对旅游者忠诚没有显著直接影响,享乐幸福感、地方依赖、地方认同在二者间起完全中介作用;旅游地魅力能提升享乐幸福感和实现幸福感,享乐幸福感会提升旅游者忠诚度,但实现幸福感不会提升旅游者忠诚度;旅游地魅力能增强地方依赖和地方认同,地方依赖和地方认同又能增强旅游者忠诚;旅游体验质量在旅游地魅力与实现幸福感、地方依赖、地方认同的作用关系中起正向调节作用。

Destination fascination is a new topic that has been raised and paid attention to in recent years.Currently,research on how destination fascination affects tourist loyalty is still inadequate.According to the rational person model,the psychological continuum model and the theory of expectation inconsistency,this paper discusses the mediating path and boundary condition that destination fascination affects tourist loyalty with hedonic well-being,eudaimonic well-being,place dependence and place identity as the mediating variables and tourist experience quality as the moderating variable.Through the empirical analysis of 444 valid questionnaires obtained from tourist surveys,the results show that destination fascination has no significantly direct impact on tourist loyalty,and hedonic well-being,place dependence and place identity play a complete mediating role between them.Destination fascination can enhance hedonic well-being and eudaimonic well-being.Hedonic well-being will enhance the loyalty of tourists,but eudaimonic well-being will not.Destination fascination can enhance place dependence and place identity while the latter can enhance the loyalty of tourists.Tourist experience quality plays a positive moderating role in the relationship between destination fascination and eudaimonic well-being,place dependence and place identity.