Impact of Tourists'Perceived Value on Behavioral Intention for Mega Events:Analysis of Inbound and Domestic Tourists at Shanghai World Expo

Based on the survey data for 2120 inbound and domestic tourists at the Shanghai World Expo,a structural equation model was constructed for the relationship among tourists' perceived value dimensions,behavioral intention and revisit intention.Additionally,the influence of tourists' perceived value dimensions on the behavioral intention and revisit intention was explored.The results show that the utilitarian value and enjoyment value significantly affect the inbound and domestic tourists' behavioral intention,while the convenience value and aesthetic value have no significant influence.The service value only significantly affects the domestic tourists' behavioral intention,and the aesthetic value only significantly affects the inbound tourists' behavioral intention.The utilitarian value,service value and enjoyment value significantly affect the inbound and domestic tourists' revisit intention,while the convenience value only significantly affects the domestic tourists' revisit intention.The utilitarian value is the primary factor affecting the inbound tourists' behavioral intention and revisit intention,and the perceived price has no significant effect on either inbound or domestic tourists' behavioral intention or revisit intention.The study explores the relationships between tourists' perceived value,behavioral intention and revisit intention,analyzes the divergence and causation,theoretically enriches the research field of tourism geography and behavioral geography,and has great practical significance to the sustainable development of mega events in China,including the further development of the Shanghai World Expo.

A Study on the Path Mechanism of Para-social Interaction and Place Attachment on Film-Induced Tourists’Behavioral Intention

Under the influence of celebrity effect and para-social interaction,film is increasingly able to induce viewers’willingness to travel.Based on the theory of para-social interaction and the factors of place attachment,this study constructs a model of the influence mechanism of film-induced tourists’behavioral intention and puts relevant hypotheses.Taking the film A Little Red Flower as an example,the empirical test is carried out by using structural equation model(SEM).The results show that:(1)Film-induced tourists’emotional involvement has a significant positive impact on tourism behavioral involvement,but has no direct and significant impact on place dependence and place identity.(2)Film-induced tourists’behavioral involvement has a significant positive impact on place dependence and place identity.(3)Both place dependence and place identity of film-induced tourists have significant positive impact on tourism behavioral intention.Therefore,film tourism destinations should show the unique local conditions and customs according to the preference of fans and audiences,with the help of the popularity of film,so as to improve their tourism behavior intention.

Extension of Goal-Directed Behavior Model for Post-Pandemic Korean Travel Intentions to Alternative Local Destinations: Perceived Risk and Knowledge

Since the outbreak of COVID-19,tourists have been increasingly concerned over various risks of international travel,while knowledge of the pandemic appears to vary significantly.In addition,as travel restrictions continue to impact adversely on international tourism,tourism efforts should be placed more on the domestic markets.Via structural equation modeling,this study unearthed different risk factors impacting Korean travelers’choices of alternative local destinations in the post-pandemic era.In addition,this study extended the goal-directed behavior framework with the acquisition of perceived risk and knowledge of COVID-19,which was proven to hold a sig-nificantly superior explanatory power of tourists’decisions of local alternatives over foreign countries during the COVID-19 pandemic.Furthermore,desire was found to play an imminent mediating role in the conceptual mod-el,maximizing the impact of perceived risk on travel intentions.Henceforth,this research offers meaningful the-oretical implication as thefirst empirical study to deepen the goal-directed behaviour framework with perceived risk and knowledge in the context of post-COVID-19 era.It also serves as insightful knowledge for Korean tour-ism authorities and practitioners to understand local tourists’decision-making processes and tailor effective recovery strategy for domestic tourism.

The Impact of Destination Image on Tourist Willingness to Revisit:A Case Study of Nanning Garden Expo

The researcher aims to examine the impact of destination image of Nanning Garden Expo on tourist willingness to revisit.In this study,Nanning Garden Expo,a famous comprehensive park in Nanning,Guangxi,is selected as the research object.Based on previous literature and theories,the author analyzes and explores the relationship between the destination image of Nanning Garden Expo and tourist willingness to revisit.The research tool is questionnaire and the sample size of the survey data is calculated by Cochrane formula,and the data collection volume is 385.The statistics used in the data analysis are descriptive statistics including frequency distribution,percentage,mean,standard deviation,and inferential statistic for testing hypothesis.The researcher applies multiple regression analysis models to examine which independent variables have strong or weak relationships with dependent variables.Hypothesis test indicates that destination image has a significant positive impact on tourist willingness to revisit.Based on the results of the empirical study,relevant suggestions are proposed for how to enhance tourist willingness to revisit for Nanning Garden Expo and promote the healthy and sustainable development of tourism.

Influence of Perceived Value on Tourist Future Intentions to Creative Tourism Attractions in Kenya＇s North Coast

Creative tourism is a new form of tourism product that is potentially changing tourism development and issignificantly contributing to differentiating and changing tourism experience. This paper explores the relationshipbetween tourists＇ perceived value （PV） of and their future intentions to creative tourism attractions. The study wasconducted at Gede Ruins in Kenya＇s North Coast targeting both international and domestic tourists visiting thearcheological site. The study systematically sampled 186 tourists who had consumed and participated in tourismactivities at departure points. The result showed that PV was a useful variable to explain customer satisfaction andpredict tourists＇ future intentions to creative tourism attractions. The findings of the study provide insight to theways tourists perceive creative attractions, and highlight the importance of creative tourism managers in providingan environment for tourists to actively engage creatively at the destination. It is suggested that creative tourismmanagers must understand why tourists want to visit creative tourism destinations, their perceptions duringconsumption and what they value after consumption, and be able to predict their future intentions.

Study on Tourism Experience Value and Revisit Intention: A Case Study of Zhaoqing Dinghu Mountain Scenic Spot

The good service experience,entertainment facilities and overall environment of a scenic spot,as well as the spending that tourists feel the value for money,will all affect tourists’ own tourism experience and thus affect their revisit intention A questionnaire survey was conducted to Dinghu Mountain tourists,and different analysis methods of SPSS 22.0 statistical analysis software were used to analyze the results of the questionnaire.The results showed that the tourism experience value and its dimensions had a positive impact on revisit intention,that is,hedonism,return on investment,aesthetic sensibility and service superiority of tourism experience value had a positive impact on revisit intention.The results will provide the theoretical guidance for Dinghu Mountain Scenic Spot to attach importance to tourist experience and to take corresponding measures to improve tourist experience.

A Study of the Influencing Factors and Mechanism of Intention for Revisiting Heritage Villages

An analysis of the influencing factors and mechanism of tourist revisiting willingness by adopting the multiple regressionmodel based on the survey data obtained from 581 valid questionnaires concerning Kaiping Diaolou and Villages reveals that the maininfluencing factors of revisit intention are ： tourist spot image, cognitive attitude, tourists＇ expectation and satisfaction. Of the fourmain factors, tourists＇ cognitive attitude is the direct influence factor, and the image of the sites and tourists＇ expectation indirectlyinfluence the revisit intention through tourists＇ satisfaction. This research result provides a new approach to the market developmentfor the heritage villages.

Where Do I Go to Treat Me?Factors That Influence Users’Behavioral Intention

The aim of this paper is to analyze how some specific factors can impact on attitudes towards usage(ATU),and effect on behavioral intention(BI),when the potential medical tourist carries out the medical tourist destination information sourcing process.Specifically,we considered electronic word of mouth communication(eWOM),trust(TRT),perceived usefulness(PU),and perceived ease of use(PEOU).The data were collected from 698 experienced users participating in a tourism thematic Facebook group.The results state that being social media an effective channel to share contents among users,the more expert users are more influenced in the behavioural intention of choosing medical tourism destinations and trust is the variables with the strongest influence on attitude,which affects users’behavioural intention towards the use of Facebook to find information on medical tourism destination.These results contribute to the scientific debate on users’behavior in utilizing social media to find information for a medical tourism destination and provide support to the marketing and communication strategies of medical tourism practitioners.

区域品牌信任对跨省旅游购物行为的影响研究--区域品牌类型的调节效应

区域品牌是跨省游客获取旅游商品信息的重要渠道,基于TPB理论探讨了区域品牌信任对跨省游客旅游商品购买意愿的影响机制。研究发现:区域品牌信任正向影响跨省游客购买态度和意愿,区域品牌信任和态度中介主观规范对购买意愿的影响;区域品牌类型调节了“主观规范→区域品牌信任”和“区域品牌信任→购买意愿”两条路径,当以区域旅游商品品牌为依托型时,区域品牌信任对购买意愿有显著影响,主观规范对区域品牌信任影响则更大。

当享受遭遇恐惧:自助出境旅游者风险决策的形成逻辑

旅游预期享受与旅行恐惧在旅游者风险决策形成过程中的作用尚未经过实证检验。基于保护动机理论,文章以本体安全感威胁为中介变量、以旅游预期享受和旅行恐惧为调节变量,建构了旅游者风险感知对安全行为和重游意愿的影响作用模型。文章对自助出境旅游者展开问卷调查,共获得509份有效问卷,结果显示:1)旅游者风险感知对安全行为具有正向影响,对重游意愿具有负向影响;2)本体安全感威胁部分中介了风险感知对安全行为的影响路径,完全中介了风险感知对重游意愿的影响路径,它是旅游风险感知影响风险决策的重要中介变量;3)旅游预期享受负向调节风险感知对安全行为的影响,正向调节风险感知对重游意愿的影响,而旅行恐惧正向调节风险感知对安全行为的影响,负向调节风险感知对重游意愿的影响。该研究基于本体安全感和旅游期望的视角,揭示了旅游者风险决策的形成逻辑,为旅游目的地建立面向自助出境旅游者的风险管理体系和安全保障体系提供了理论依据和策略指导。

仿古镇型旅游景区游客真实性感知、满意度与重游意愿研究——以浙江湖州太湖古镇为例

文章以真实性感知理论为基础,提出仿古镇型旅游景区的概念,并构建仿古镇型旅游景区情境下游客真实性感知—重游意愿研究模型,以探究游客真实性感知对游客满意度及其重游意愿的影响机制。结果表明:游客客观主义真实性感知正向影响存在主义真实性感知、满意度和重游意愿,游客存在主义真实性感知亦正向影响满意度和重游意愿,且影响强度更大;满意度在游客客观主义真实性感知和存在主义真实性感知对重游意愿的影响中起着中介作用。仿古镇型旅游景区开发过程中要尽量完善供给要素,强化自身特色、做强长板,积极举办大型活动和文化演艺,增强仿古镇型旅游景区实用性。

文化活动参与对目的地重游意愿的影响研究--基于文化资本理论视角

重游意愿是旅游者游后对目的地的积极反馈,可为旅游目的地带来稳定的收益。增强旅游者的重游意愿,对目的地旅游业的高质量发展至关重要。文章基于文化资本理论,选取上海市为研究样本,利用Probit回归模型探讨文化活动参与对目的地重游意愿的具体影响。结果显示:文化活动参与对目的地重游意愿具有积极的促进作用,旅游者参加影院活动、参观博物馆展览、参与文化类课程及参与文化类讲座等活动均与重游目的地意愿呈显著正相关。基于此,提出打造文旅融合新业态、提高文旅产品附加值及建设文旅产业发展示范区的相关对策建议,以期为各地旅游产业的发展提供参考。

乡村生态旅游游客动机与推荐意愿、重游意愿关系研究

从游客视角出发,研究游客乡村生态旅游的动机类型。以游客满意度为中介变量,构建乡村生态旅游活动中旅游动机与游客推荐意愿和重游意愿关系模型,运用结构方程模型进行定量分析。结果表明,游客动机按照由大到小的顺序排列为:亲近自然动机>休闲放松动机>求新求异动机>社交归属动机>求知探索动机>写生创作动机。乡村生态旅游的游客动机对推荐意愿、重游意愿有显著的正向影响;游客满意度对推荐意愿、重游意愿有积极的影响;游客满意度在乡村生态旅游游客动机与游客推荐意愿和重游意愿之间起到部分中介作用。因此,在了解游客乡村生态旅游的动机之后,明确游客的需求,对景区进行整改、对旅游产品进行创新,帮助游客弥补现实情境与预期情境之间的差距,使游客获得相对较高的满意度,进而产生推荐意愿和重游意愿。

体育赛事景观质量对游客目的地形象感知和行为意向的影响——基于上海马拉松的实证研究

基于视觉景观理论,构建马拉松赛事景观质量操作化概念,对上海马拉松跑者进行问卷调查,实证检验赛事景观质量对体育游客目的地形象感知与行为意向的影响。结果表明,赛事景观质量对体育游客目的地形象感知有显著促进作用,而对其行为意向直接影响不显著,但可通过目的地形象感知对行为意向产生显著间接促进作用。研究证实,体育赛事景观是构建目的地形象的重要途径,揭示赛事景观旅游效应发挥的关键是将其转化为体育游客对目的地形象的良好感知。赛事和目的地管理者应重视赛事景观质量的设计与管理,只有将赛事景观环境要素转化为体育游客对目的地形象的良好感知,才能充分发挥体育赛事对目的地旅游发展的促进作用。

喀斯特旅游地虚拟旅游体验对实地旅游意愿的影响-以武隆喀斯特旅游区为例

文章以重庆市武隆喀斯特旅游区为例,采用游客问卷调查数据和结构方程模型,分析游客在喀斯特旅游区虚拟旅游体验后产生的心流体验以及对实地旅游意愿的影响。结果表明:喀斯特旅游地虚拟旅游体验对游客的注意力集中度、远程呈现、时间感的变化和实地旅游意愿均产生显著正向影响,注意力集中度发挥部分中介作用。建议武隆喀斯特旅游区加强以下建设:优化虚拟应用技术,营造更真实的虚拟旅游体验情境;提供全面优质的旅游信息,减少游客信息收集成本;扩大虚拟旅游宣传,赢得更多潜在游客。

旅游目的地网红代言人对旅游意向的影响研究

网红代言人对旅游目的地的推广能起到积极作用。以“丁真为家乡代言”为案例,使用结构方程模型探究了网红代言人形象与潜在游客旅游意向之间的内在机制。研究结果表明:旅游者目的地态度的形成经历了一系列的评价过程,旅游者对网红代言人的形象感知既作为初次评价直接影响旅游者对目的地的态度,又经由一致性评价间接影响旅游者目的地态度,进而影响旅游者的旅游意向。其中,代言人与目的地一致性在网红代言人形象与旅游者目的地态度之间起着部分中介作用,代言人与自我一致性在网红代言人形象与旅游者目的地态度之间的中介作用不显著。

游客体验旅程设计有效性对主题公园重游意愿的影响机理——基于双因素理论

文章从游客体验旅程视角探讨了游客多次游玩主题公园的内在机理,依据双因素理论构建了游客体验旅程设计有效性、满意度、“没有不满意”、心理丰富性、流畅性感知、最优刺激水平、重游意愿间的结构方程模型。通过对360份主题公园游览次数在3次及以上游客问卷数据的分析发现:1)游客体验旅程设计有效性包含服务内容粘性和服务流程平稳性两个维度,是影响主题公园游客重游意愿的重要因素;2)主题公园服务流程平稳性与服务内容粘性都是主题公园游客满意度的激励因素;3)主题公园服务内容粘性可以通过心理丰富性促进其满意度的提升,进而促进游客重游意愿;4)最优刺激水平在主题公园服务内容粘性与重游意愿间起到调节作用。文章从多服务周期客户体验旅程视角阐述了主题公园游客重游意愿的影响因素,在一定程度上丰富了游客重游意愿的理论研究,对主题公园的可持续发展具有参考价值。

地理标志农产品原真性感知与旅游者行为响应

品牌化程度低是限制农业发展与农民增收的重要因素。地理标志农产品作为一种蕴含地域性和文化性的农业资源,在利用原真性打造独特性以实现品牌化的过程中具有显著优势。然而,鲜有研究将消费者和旅游者身份结合起来,关注到地理标志农产品原真性对农产品品牌建设的重要作用。基于此,文章基于原真性理论和地方认同理论,探讨了游客的地理标志农产品原真性感知对其地方认同及推荐意愿的影响,并在此基础上进一步分析了产品知识的调节作用。研究发现,游客对地理标志农产品的原真性感知会通过提升地方认同进而增加对地理标志农产品的购买和推荐意愿。此外,产品知识强化了游客对地理标志农产品的原真性感知与地方认同的作用关系。文章将地理标志农产品的研究拓展到旅游领域,发现了地理标志农产品的原真性感知在增强其市场价值中的作用机制,提出了农业旅游发展的一条新路径,对农村经济发展和乡村振兴有较强的实践指导作用。

民宿服务质量对旅游行为意向影响研究——以景德镇民宿为例

现以景德镇民宿为例,对服务质量、旅游体验、游客满意度与旅游行为意向之间的关系进行研究,并在文献研读的基础上建立结构方程模型。通过对收集到的214份有效问卷进行分析,对服务质量、旅游体验、游客满意度及旅游行为意向之间的关系进行探讨。研究结果显示:民宿服务质量、旅游体验、游客满意度及旅游行为意向之间呈正相关关系,服务质量除了直接作用于旅游行为意向外,还通过旅游体验、游客满意度两个中介变量影响旅游行为意向。

二次元文化旅游意向的实证研究——基于“认知—情感”理论

二次元文化旅游为文旅市场注入新的活力,对旅游业态和方式的改变具有重要的意义。为研究消费者产生二次元文化旅游意向的内在机制,文章基于“认知—情感”理论,引入文化认知与情感联系两个变量,构建二次元文化旅游行为意愿产生的作用模型,并进行实证分析。研究发现:二次元作品、文化认知、情感联系均直接影响二元文化旅游意向;文化认知和情感联系是二次元文化旅游行为意向形成的重要中介因素,且其作用机制大于二次元作品单独对旅游意向的影响;性别、代际与阶层差异的存在使得消费者对于认知、情感存在显著差异。