基于一致性假说的争议名人故里旅游行为意向——以四川江油“李白故里”为例

doi:10.18402/resci.2021.08.16

摘要/Abstract

摘要：

历史名人故里是一种普遍存在的目的地产品形态,对地方发展文化旅游、带动相关产业发展具有重要的意义。但某个目的地是否确实是某位历史名人的故里,在很多地方仍存在争议。目前鲜有关于争议名人故里理论结合实证的研究,也缺乏名人故里旅游行为意向的研究。据此,本文基于名人代言营销理论的一致性假说构建理论模型,并获取四川江油“李白故里”的相关数据进行实证分析。结果表明：①名人与目的地的一致性正向影响旅游者的真实性感知和地方认同,后两者正向影响体验质量;②名人与目的地的一致性通过真实性感知和地方认同的中介作用,间接正向影响体验质量;③旅游者的体验质量正向影响旅游行为意向。本文进一步讨论了以上结论的理论意义、对争议名人故里的管理启示以及未来研究的方向。

关键词: 名人故里, 旅游行为意向, 名人与目的地一致性, 地方认同, 真实性感知, 四川江油

Abstract:

The hometowns of ancient Chinese celebrities are a prevalent product form of tourist destination that play important roles in driving the development of local cultural tourism as well as other related industries. However, whether a destination is indeed the hometown of a certain historical celebrity remains a disputed issue in many places, and few studies on the disputed celebrity hometowns have combined relevant theory with empirical analysis and there is also a lack of research on the tourist behavioral intention during celebrity hometown tourism. This study constructed a theoretical model based on the match-up hypothesis in the celebrity endorsement marketing theory and collected relevant data on “Li Bai’s Hometown” in Jiangyou, Sichuan Province for empirical analysis. As shown by the results: (1) The match-up between a celebrity and the tourist destination has a positive impact on tourist perception of authenticity and place identity, while the latter two positively influence the quality of tourist experience; (2) The match-up between the celebrity and the destination has an indirect positive impact on the quality of tourist experience through the mediating effect of authenticity perception and place identity; (3) The quality of tourist experience has a positive impact on the tourist behavioral intention. This article further discussed the theoretical significance of the above conclusions, their implications for the management of the disputed hometowns of ancient celebrities, and the direction of future research.

Key words: celebrity hometown, tourist behavioral intention, match-up between celebrities and destinations, place identity, perceived authenticity, Jiangyou of Sichuan Province

马遵平, 谢泽氡, 艾晓玉. 基于一致性假说的争议名人故里旅游行为意向——以四川江油“李白故里”为例[J]. 资源科学, 2021, 43(8): 1700-1710.

MA Zunping, XIE Zedong, AI Xiaoyu. Tourist behavioral intention in disputed hometowns of ancient celebrities based on match-up hypothesis: Taking “Li Bai’s Hometown” in Jiangyou of Sichuan Province as an example[J]. Resources Science, 2021, 43(8): 1700-1710.

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概念维度	测量题项	标准化因子载荷	AVE	C.R.	Cronbach’s α
名人与目的地一致性	李白形象和目的地相符	0.713	0.612	0.898	0.899
	李白气质和目的地相符	0.783
	李白身份和目的地相符	0.803
	李白与目的地高度相关	0.818
	李白适合为目的地代言	0.787
真实性感知	获得精神上的体验	0.739	0.653	0.855	0.870
	感受到当地历史及文化的变迁	0.776
	感受到当地的历史、人物、故事等	0.834
地方认同	感觉自己是目的地的一份子	0.784	0.689	0.867	0.813
	目的地游览经历对我意味着很多	0.818
	目的地对我来说有特别的意义	0.807
	对目的地有强烈的认同感	0.777
体验质量	在游览时,经常忘记时间的流逝	0.831	0.625	0.821	0.809
	在游览时,沉浸其中忘记周围的事物	0.791
	在游览时,忘记日常烦恼享受当下	0.765
行为意向	这次旅游实现了总体预期	0.803	0.617	0.895	0.903
	告诉他人此次游览的有趣经历	0.731
	推荐亲戚朋友来此地旅游	0.881
	如果有机会,还会来此地旅游	0.827

概念维度	名人与目的地一致性	真实性感知	地方认同	体验质量	行为意向
名人与目的地一致性	0.782
真实性感知	0.733**	0.808
地方认同	0.637**	0.622**	0.830
体验质量	0.701**	0.674**	0.709**	0.791
行为意向	0.732**	0.740**	0.646**	0.761**	0.785

指标类型	拟合度指标	数值	参考标准
绝对配适度	x²/df	2.235	1~3
	GFI	0.858	>0.9
	AGFI	0.808	>0.8
	RMSEA	0.077	<0.08
相对配适度	IFI	0.943	>0.9
	CFI	0.950	>0.9
	NFI	0.912	>0.9
	RFI	0.906	>0.9
	NNFI	0.940	>0.9
简约适配度	PNFI	0.768	>0.5
简约适配度	PGFI	0.642	>0.5

假设路径	标准化路径系数	t（C.R.）	p值	检验结果
H1：名人与目的地一致性→真实性感知	0.901	11.635	***	支持
H2：名人与目的地一致性→地方认同	0.566	2.893	0.004	支持
H3：名人与目的地一致性→体验质量	0.238	1.791	0.078	不支持
H4：真实性感知→地方认同	0.299	1.503	0.121	不支持
H5：真实性感知→体验质量	0.524	3.189	***	支持
H6：地方认同→体验质量	0.257	3.901	***	支持
H7：体验质量→行为意向	0.812	14.654	***	支持

路径	标准化间接效应值	SE	LLCI	ULCI	z值	p值
名人与目的地一致性→真实性感知→体验质量	0.411	0.052	0.305	0.539	6.899	**
名人与目的地一致性→地方认同→体验质量	0.346	0.058	0.279	0.487	5.803	**