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    

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

马遵平1(), 谢泽氡1,2(), 艾晓玉1   

  1. 1.绵阳师范学院旅游发展与规划研究中心,绵阳621000
    2.西南财经大学工商管理学院,成都611130
  • 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:
    四川省李白文化研究中心项目(LB18-B22);绵阳市社科联专项项目(MYSY2018YB04);绵阳师范学院校级科研机构建设项目(075010)

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

MA Zunping1(), XIE Zedong1,2(), AI Xiaoyu1   

  1. 1. Tourism Development and Planning Research Center, Mianyang Teachers’ College, Mianyang 621000, China
    2. College of Business Administration, Southwestern University of Finance and Economics, Chengdu 611130, China
  • 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。

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