怀旧氛围对游客乡村地方依恋的影响过程研究

Influence Process of Nostalgic Atmosphere on Tourists′Place Attachment to Rural Tourism Destinations

乡村旅游是实现乡村振兴战略的重要路径,揭示乡村旅游地怀旧氛围提升游客乡村地方依恋的作用机制对于推进乡村旅游高质量发展具有重要意义。该文依据情绪评价理论,以体验质量和吸引力为中介变量,以乡村旅游地居民不规范经营行为为调节变量,借助结构方程模型分析乡村旅游地怀旧氛围对游客乡村地方依恋的作用机理。研究发现:①乡村旅游地怀旧氛围可以直接激发游客乡村地方依恋;②乡村旅游地怀旧氛围可以通过体验质量或吸引力的中介效应对游客乡村地方依恋产生影响;③居民不规范经营行为可以负向调节怀旧氛围对体验质量或吸引力的影响作用,即较低(较高)居民不规范经营行为水平条件下,怀旧氛围对体验质量或吸引力的正向影响更强(更弱)。运用情绪评价理论探究怀旧氛围对游客乡村地方依恋的影响过程,拓展了情绪评价理论的应用场景与使用边界。

Rural tourism is an important way to realize the strategy of rural revitalization.It is of great significance for promoting the high-quality development of rural tourism to reveal the mechanism of nostalgic atmosphere on enhancing tourists′place attachment to rural tourism destinations.Based on the emotional appraisal theory,with experience quality or attraction as the mediating variables and residents′irregular business behavior as the moderating variable,the mechanism of nostalgic atmosphere on tourists′place attachment to rural tourism destinations was analyzed with the help of structural equation model.It is found as follows.①The nostalgic atmosphere can stimulate tourists′place attachment to rural tourism destinations.②The nostalgic atmosphere can affect tourists′place attachment to rural tourism destinations through the mediating effect of experience quality or attraction.③Residents′irregular business behavior can negatively regulate the influence of nostalgic atmosphere on experience quality or attraction,that is,under the condition of lower(higher)residents′irregular business behavior level,nostalgic atmosphere has stronger(weaker)positive influence on experience quality or attraction.The emotional appraisal theory is used to explore the influence process of the nostalgic atmosphere on tourists′place attachment to rural tourism destinations,which expands the application scenarios and use boundary of the emotional appraisal theory.