参与者满意度对乡村地区户外音乐节重游意愿时效性的影响研究--以太湖迷笛音乐节为例  

The Influence of Festival-Goers’Satisfaction on Revisit Intention Over Time of Outdoor Music Festival in Rural Area:A Case Study of Taihu Midi Music Festival

作　　者：崔彤彤 姜洪涛[1] 汪恒言 CUI Tongtong;JIANG Hongtao;WANG Hengyan

机构地区：[1]南京大学地理与海洋科学学院 [2]华为技术有限公司

出　　处：《现代城市研究》2022年第5期119-125,共7页Modern Urban Research

摘　　要：户外音乐节是城市地区向乡村地区的文化反哺,在推动乡村地区旅游模式多元化和精神文明建设的同时,也为乡村地区的物质空间建设与全面振兴提供了重要契机,如何探索乡村户外音乐节的可持续发展之路变得尤为重要为此,文章从参与者满意度的视角出发,探索影响乡村地区户外音乐节的影响因素,并以太湖迷笛音乐节为例,通过问卷调查构建结构方程模型探索参与者满意度、先前旅游体验对参与者重游意愿的影响研究发现:参与者满意度对短期、中期重游意愿存在直接影响,对长期重游意愿没有直接影响,不过满意度可以通过短期、中期重游意愿对长期重游意愿产生间接影响此外,先前旅游体验对参与者的重游意愿也起到了非常重要的作用,抑制了参与者满意度对短期、中期重游意愿的促进作用研究旨在为乡村地区户外音乐节旅游模式的可持续发展提供指引,进而推动乡村地区的文化复兴和综合提升。Outdoor music festivals are cultural feedback from urban areas to rural areas.While promoting the diversification of tourism models and the construction of spiritual civilization in rural areas,it also provides an important opportunity for the construction of material spaces and overall revitalization in rural areas.How to explore the sustainable development of rural outdoor music festivals has become particularly important.To this end,this research explores the influencing factors of outdoor music festivals in rural areas from the perspective of participant satisfaction,and takes the Taihu Midi Music Festival as an example,and constructs a structural equation model through questionnaire surveys to explore the impact of participant satisfaction and past experience on revisit intention.The study found that participant satisfaction has a direct impact on short-term and mid-term revisit intention,but has no direct effect on long-term revisit intention,but satisfaction can have an indirect effect on long-term revisit intention through short-term and mid-term revisit intention.In addition,past experience also played a very important role in the participants'revisit intention,inhibiting the promotion of participant satisfaction to the short-term and mid-term revisit intention.The research aims to provide guidance for the sustainable development of the tourism model of outdoor music festivals in rural areas,and to promote cultural revival and comprehensive improvement in rural areas.

关 键 词：户外音乐节 满意度 重游意愿时效性 先前旅游体验 

分 类 号：F590.3[经济管理—旅游管理]