资源科学 ›› 2021, Vol. 43 ›› Issue (8): 1700-1710.doi: 10.18402/resci.2021.08.16
• 旅游资源 • 上一篇
收稿日期:
2020-09-04
修回日期:
2020-12-06
出版日期:
2021-08-25
发布日期:
2021-10-25
通讯作者:
谢泽氡,女,重庆合川人,副教授,研究方向为旅游消费行为。E-mail: 295595156@qq.com作者简介:
马遵平,男,云南开远人,讲师,研究方向为旅游地理与旅游统计。E-mail: zunpingpipier@sina.com
基金资助:
MA Zunping1(), XIE Zedong1,2(
), AI Xiaoyu1
Received:
2020-09-04
Revised:
2020-12-06
Online:
2021-08-25
Published:
2021-10-25
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。
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.
表1
信度和收敛效度分析结果
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 |
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