首页|求同还是存异?地方认同与旅游者价值共创行为的关系研究

求同还是存异?地方认同与旅游者价值共创行为的关系研究

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旅游者价值共创行为是目的地营销和管理实践的重要课题,对于实现游客个性化体验需求和构建旅游目的地核心竞争力这一"双赢"局面具有重要价值,但其形成机制尚无确切共识.将黄山景区作为案例地,基于社会交换理论和"刺激—机体—反应"模型构建一个有调节的中介模型,探索地方认同对于旅游者价值共创行为的"过犹不及"效应.研究结果表明:①地方认同对旅游者价值共创行为具有倒U型影响;②地方认同对旅游涉入具有倒U型影响,且旅游涉入在地方认同与旅游者价值共创行为的关系间发挥完全中介作用;③恢复性环境感知调节了地方认同与旅游涉入的关系,且进一步调节了地方认同通过旅游涉入间接影响旅游者价值共创行为的效应.基于此,研究结论有效补充和完善了地方认同作用机制的讨论,为进一步提升旅游者价值共创行为的解释力与预测力提供可能性,也为旅游目的地营销人员针对地方认同的精准营销措施的设计给予了决策参考和方法指导.
TO BE SAME,OR TO BE DIFFERENT?STUDY ON THE RELATIONSHIP BETWEEN LOCAL IDENTITY AND TOURISTS'VALUE CO-CREATION BEHAVIOR
This paper takes Huangshan Scenic Spot as the case site,constructs a moderated mediation model with the social exchange theory and the"environmental-stimulus-organism response"model,and introduces tourism involvement and restorative environmental perception into the research model as the mediating and moderating variable respectively,aiming to reveal the transmission mechanism and effect boundary of local identity on tourists'value co-creation behavior,in order to explore the"antinomy"law of local identity for tourists'value co-creation behavior.The research results show that:1)local identity has an inverted U-shaped impact on tourists'value co-creation behavior;2)local identity has an inverted U-shaped impact on tourism involvement,and tourism involvement plays a mediating role in the relationship between local iden-tity and tourists'value co-creation behavior.3)restorative environmental perception moderates the relation-ship between local identity and tourism involvement,and further moderates the effect of local identity indi-rectly affecting tourists'value co-creation behavior through tourism involvement.The obtained conclusions effectively improve and supplement the discussion on the mechanism of local identity,and this study pro-vides a reference for promoting tourism destinations to build a tourism experience value co-creation mecha-nism.

local identitytourism involvementvalue co-creation behaviorrestorative environmental per-ception

赵金金、刘博

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淮北师范大学历史文化旅游学院,淮北 235065

地方认同 旅游涉入 价值共创行为 恢复性环境感知

安徽省高校优秀青年科研项目安徽省哲学社会科学规划项目安徽省社会科学创新发展研究课题攻关研究项目安徽省社会科学创新发展研究课题攻关研究项目吉林省教育科学"十三五"规划重点课题

2022AH030051AHSKQ2019D0212019CX0992023CX089ZD19076

2024

10.13959/j.issn.1003-2398.2024.03.018

人文地理
西安外国语大学

人文地理

CSTPCDCSSCICHSSCD北大核心
影响因子：1.522
ISSN：1003-2398
年,卷(期)：2024.39(3)