文化生态保护区游客非遗先前知识、感知价值与行为影响机制研究

摘要/Abstract

摘要： 文化生态保护区发展旅游业,不仅是将非物质文化遗产资源优势转化为经济优势的重要措施,也是非物质文化遗产活态保护与传播的现实要求。文章基于知识-态度-行为理论和刺激-机理-反应理论,以大理文化生态保护区和迪庆民族文化生态保护区为样本收集地,构建游客非遗先前知识、游客感知价值、满意度与忠诚度之间的影响模型,并检验旅游经历水平的调节作用。研究发现：（1）游客非遗先前知识显著正向影响各维度的游客感知价值;（2）游客感知价值对游客满意度与忠诚度也产生重要影响,其中,游客的文化感知价值显著正向影响游客满意度,成本感知价值显著正向影响游客满意度与忠诚度;（3）游客的成本感知价值分别在“非遗先前知识-游客满意度”“非遗先前知识-游客忠诚度”路径中起完全中介作用;（4）旅游经历水平的提高,会强化游客满意度对游客忠诚度的影响、弱化游客感知成本价值对游客忠诚度的影响。文章拓展了“知识-态度-行为”理论和“刺激-机理-反应”理论在旅游研究领域的应用范围,丰富了文化生态保护区游客感知价值与游客行为的相关研究,为文化生态保护区旅游管理机构在旅游宣传、活动设置、个性化旅游服务等方面提供了具体的对策。

关键词: 文化生态保护区, 非遗先前知识, 游客感知价值, 行为意向, 旅游经历

Abstract: The development of tourism in cultural and ecological protection areas is not only an important measure to transform the advantages of intangible cultural heritage resources into economic advantages,but also a realistic requirement for the protection and dissemination of intangible cultural heritages.Based on the Knowledge-Attitude-Behavior Theory and the Stimulus-Mechanism-Response Theory,this paper took Dali Cultural Ecological Protection Area and Diqing Ethnic Cultural Ecological Protection Area as sample collection sites,constructed the influence model between tourists’ prior knowledge,perceived value,satisfaction and loyalty,and tested the moderating effect of tourism experience level.The results are：（1） tourists’ prior knowledge has a positive and significant impact on the perceived value of each dimension;（2） tourists’ perceived value also has an important impact on tourists’ satisfaction and loyalty,and among them,tourists’ cultural perceived value has a significant positive impact on tourists’ satisfaction,and cost perceived value has a significant positive impact on tourists’ satisfaction and loyalty;（3） cost perceived value plays a full mediating role in the path of ‘prior knowledge-tourist satisfaction’ and ‘prior knowledge-tourist loyalty’;（4） with the improvement of tourism experience,it will strengthen the positive impact of tourist satisfaction and tourist loyalty,and weaken the perceived cost value and tourist loyalty.This paper revealed the influence mechanism of tourists’ perception and behavior in cultural ecological protection areas,enriched the integrated application of K-A-P theory and S-0-R theory in the field of tourism research,and provided countermeasures and suggestions for tourism management institutions in cultural ecological protection areas in tourism publicity,activity setting and personalized tourism services.

Key words: cultural ecological protection area, prior knowledge, tourist perceived value, behavioral intention, tourism experience

中图分类号:

G122/F592

何琪敏, 谈国新. 文化生态保护区游客非遗先前知识、感知价值与行为影响机制研究[J]. 旅游科学, 2023, 37(5): 98-119.

HE Qimin, TAN Guoxin. A Study on Tourists’ Prior Knowledge, Perceptions and Behaviors in Culture Ecology Protection Area Tourism[J]. TOURISM SCIENCE, 2023, 37(5): 98-119.

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