网红时代游客体验对口碑传播意愿的影响研究——基于一个有调节的中介模型  

Influence of Tourists'Experience on Word-of-mouth Communication Intention in Age of Internet-popularity——Based on Moderator Mediation Model

作　　者：臧如心 黄安民[1] ZANG Ruxin;HUANG Anmin(Huaqiao University,Quanzhou,Fujian362021,China)

机构地区：[1]华侨大学,福建泉州362021

出　　处：《龙岩学院学报》2021年第1期80-88,共9页Journal of Longyan University

基　　金：华侨大学研究生科研创新基金项目“旅游者自我概念与乡村旅游动机关系研究”(18013121022);教育部人文社会科学研究项目“旅游扶贫试点村可持续发展能力培育研究”(18YJA630039)。

摘　　要：网红经济背景下,游客对网红旅游打卡地的体验及感知价值影响其口碑传播意愿。以厦门市网红打卡地鼓浪屿景点为研究对象,采用问卷调查法构建理论模型。基于游客旅游体验,以感知价值为中介变量,以区域文化认同为调节变量,研究“网红”旅游打卡体验对游客的口碑传播意愿的影响。结果表明:旅游体验对感知价值和口碑传播意愿有显著的正向影响作用;感知价值对口碑传播意愿具有正向影响作用,感知价值在游客体验与口碑传播意愿间具有部分中介作用;区域文化认同正向调节游客体验与感知价值之间的关系,但对感知价值和口碑传播意愿之间关系的调节作用不显著。因此,应创新营销内涵,提高游客的感知质量以延长网红地的生命周期。The tourists'experience and perceived value of the Internet-popular tourist spots will affect their word-of-mouth communication intention under the background of Internet-popular economy.Taking Gulang Islet in Xiamen as the research sample,a theoretical model was constructed by questionnaire survey.Based on the tourists'experience,this paper tries to take perceived value as the intermediary variable and regional cultural identity as the moderating variable to study the impact of“Internet-popular”tourist spots on tourists'word-of-mouth communication intention.The results show that:tourists'experience has a significant positive impact on perceived value and word-of-mouth communication intention;perceived value has a partial mediating effect on the relationship between tourists'experience and word-of-mouth communication intention;regional cultural identity positively moderates the relationship between tourists'experience and perceived value,but has no significant moderating effect on the relationship between perceived value and word-of-mouth communication intention.Therefore,it is necessary to innovate marketing connotation and improve tourists'perception quality to prolong the life cycle of Internet-popular districts.

关 键 词：旅游体验 口碑传播意愿 区域文化认同 感知价值 网红打卡地 厦门 

分 类 号：F590.7[经济管理—旅游管理]