文化遗产景区声誉对游客消费行为的影响——以澳门妈阁庙为例

The Influence of Cultural Heritage Scenic Area Reputation on Tourist Consumption Behavior——Taking the A-Ma Temple in Macao as an Example

随着人们对精神生活追求的提高,越来越多的游客步入深旅游阶段,文化遗产旅游正日益成为旅游活动的重要组成部分。本文总结了国内外文化遗产旅游、游客满意度、游客消费行为等研究现状,并选取中国澳门妈阁庙作为案例研究地,应用中介概念框架提出假设,探讨文化遗产景区声誉对游客消费行为的影响。本文采用在线问卷调查法,将收集到的数据通过信度和效度检验进行分析。结果表明,文化遗产景点声誉会正向影响旅游者的消费行为。游客的满意度对文化遗产景点声誉与游客消费行为之间起中介(mediation)作用。最后,本文以中国澳门妈阁庙为例,提出了改善文化遗产景区声誉和增强游客满意度的建议。

With the improvement of people's pursuit of spiritual life,more and more tourists are entering the deep tourism stage,and cultural heritage tourism is becoming an important part of tourism activities.This article summarizes the current status of domestic and foreign cultural heritage tourism,tourist satisfaction,tourist consumption behavior and other research,and selects the A-Ma Temple in Macao as the case study site,applies the intermediary conceptual framework to propose hypotheses,and explores the impact of cultural heritage scenic area reputation on tourist consumption behavior.This article uses online questionnaire survey method,and the collected data is analyzed through reliability and validity tests.The results show that the reputation of cultural heritage attractions will positively affect the consumption behavior of tourists.Tourist satisfaction plays a mediating role between the reputation of cultural heritage attractions and tourist consumption behavior.Finally,taking the A-Ma Temple in Macao as an example,this paper proposes suggestions for improving the reputation of cultural heritage scenic areas and enhancing tourist satisfaction.