地方认同对游客情感体验及旅游意向的调节效应研究  

Moderating Effects of Local Identity on Tourists’ Emotional Experience and Tourism Intention

作　　者：孙一鸣 沈敏[2] 周永博[1] SunYiming;Shen Min;Zhou Yongbo(Soochow University,Suzhou 215123,China;Wuxi Vocational Institute of Commerce,uxi 214153,China)

机构地区：[1]苏州大学,江苏苏州215123 [2]无锡商业职业技术学院,江苏无锡214153

出　　处：《无锡商业职业技术学院学报》2020年第5期57-61,共5页Journal of Wuxi Vocational Institute of Commerce

基　　金：国家自然科学基金项目“基于旅游地理想象与游客情感体验的大运河’城河共生’场景重构”(42071193);教育部人文社会科学研究基金一般项目“苏州古城旅游意象媒介表征及其协同更新研究”(14YJCZH229);大运河文化带建设研究院苏州分院、苏州大运河文化带建设研究院课题“大运河江苏段文化带旅游品牌创建与传播研究”。

摘　　要：近年来文化遗产线路研究成为热点问题,大运河文化带遗产线路形象建设作为其重要组成部分引发广泛关注。通过对大运河文化带(苏州段)典型区位的实地调研,建立多元回归线性模型,分析大运河及沿线区域旅游意向影响因素,解构大运河文化带旅游品牌形象建设影响因子。结果发现,游客及居民对景区禀赋的认知评价、对大运河文化带的情感态度及对大运河文化带建设的微观价值、宏观意义的认同均对大运河及沿线区域旅游意向产生正向作用,其中微观、宏观价值认同对旅游意向具有突出作用。在此基础上提出针对大运河文化带品牌建设的建议。In recent years,the image construction of heritage routes in the Grand Canal Cultural Belt has attracted widespread attention.Through the field investigation of the typical location of the Grand Canal Cultural Belt(Suzhou section),this article establishes a multiple regression linear model,analyzes the influencing factors of the tourism intention of the Grand Canal and the regions along the Canal,and attempts to deconstruct the influencing factors of tourism brand image construction of the Grand Canal Cultural Belt.The results show that tourists and residents’cognitive evaluation,emotional attitudes,and micro and macro value identification towards the Grand Canal Cultural Belt have a positive effect on the tourism intention of the Grand Canal.Micro and macro value identification plays a prominent role in tourism intention.On this basis,suggestions are put forward for brand building of the Grand Canal Cultural Belt.

关 键 词：地方认同 微观价值 宏观意义 情感体验 旅游意向 

分 类 号：F590.31[经济管理—旅游管理]