品牌体验对非遗游客行为意愿的影响机制研究

The Influence Mechanism of Brand Experience on Tourists'Behavior Intentions

品牌价值是非遗旅游可持续发展的重要依托,明晰非遗旅游品牌所具备的赋能属性,理清其与非遗游客行为意愿的内在关系对于促进非物质文化遗产保护、传承等可持续发展举措具有重要意义。选择大运河安徽段这一非遗旅游的代表性区域作为案例地,通过构建有调节的中介理论模型,实证检验品牌体验对非遗游客行为意愿的影响机制,分析结果显示:(1)品牌体验对游客的重游意愿和推荐意愿2个维度均具有积极影响;(2)感知价值在品牌体验和游客行为意愿的2个维度中发挥中介作用;(3)原真性感知调节了品牌体验与游客感知价值的关系,且进一步调节品牌体验通过感知价值间接影响游客行为意愿的效应。研究结果为解释非遗游客的行为决策过程提供了新的视角,也为非遗旅游目的地可持续发展及精准营销予以实践启示。

Brand value is regarded as an important support for the sustainable development of intangible cultural heritage tourism.Clarifying the enabling attributes of intangible cultural heritage tourism brands and identifying their intrinsic re-lationship with the behavioral intentions of intangible cultural heritage tourists are of great significance to promoting the protection and inheritance of intangible cultural heritage.This paper selects the Grand Canal in Anhui,a representative area of intangible cultural heritage tourism,as a case study.By constructing a moderated mediation theory model,this paper empirically tests the mechanism of the influence of brand experience on the behavioral intention of intangible cul-tural heritage tourists.The results show that:(1)brand experience has a positive impact on tourists’revisit intention and recommendation intention;(2)perceived value plays a mediating role in the relationship between brand experience and tourists'behavioral intention;(3)perceived authenticity moderates the relationship between brand experience and tour-ists'perceived value,and further moderates the mediating effect of brand perceived value.The research results provide a new perspective for explaining the behavioral decision-making process of intangible cultural heritage tourists,and also provide practical inspiration for the sustainable development and precision marketing of intangible cultural heritage tour-ism destinations.