推拉动机对存在原真性和忠诚度的影响实证研究——以福建土楼为例

AN EMPIRICAL STUDY ON THE INFLUENCE OF PUSH-PULL MOTIVATION AND EXISTENTIAL AUTHENTICITY ON LOYALTY:A CASE STUDY OF FUJIAN EARTH BUILDINGS

本研究结合存在原真性理论,以福建永定土楼为案例地,搭建推拉动机—存在原真性—游客忠诚度的概念模型,其中还考虑存在原真性分为人内原真性和人际原真性的情况。研究结果显示:在总模型中,拉动机、推动机相关;拉动机、推动机正向影响存在原真性,拉动机正向影响忠诚度,推动机对忠诚度影响微弱、不显著;存在原真性正向影响忠诚度;在分模型中,拉动机、推动机相关;拉动机正向影响人内原真性和人际原真性;推动机正向影响人内原真性,但对人际原真性的影响微弱且不显著;拉动机正向影响忠诚度,推动机对忠诚度影响微弱、不显著;人内原真性对人际原真性具有正向的影响作用。本研究为文化遗产地景区的开发、经营及活动设计等方面提供相关建议。

Previous studies have proved the relationship between cultural motivation,existential authenticity(mainly intrapersonal authenticity)and tourists’loyalty.They only considered the push motivations but ignored pull motivations,and they also did not consider the interpersonal authenticity.When simultaneously considering the push-pull motivation,intrapersonal and interpersonal authenticity,there are still some research gaps.This paper takes a world cultural heritage site—Fujian Earth Buildings,as a case study in that it has unique traditional architectures,and a large number of aboriginal residents are still living in them and continue their traditional lifestyle.Based on relevant theories,this paper builds two conceptual models.The first conceptual model is about push and pull motivation-existential authenticity-tourists’loyalty.The results show that the push and pull motivation are closely and significantly related with each other;push and pull motivations have a positive effect on the existential authenticity;pull motivation has a positive effect on the tourists’loyalty while the push motivation does not;existential authenticity has a positive effect on the tourists’loyalty.Dividing existential authenticity into intrapersonal authenticity and interpersonal authenticity,the second conceptual model is about push and pull motivation-existential authenticity(intrapersonal authenticity and interpersonal authenticity)-tourists’loyalty.