游客旅游审美行为意向的影响因素及机理研究--基于计划行为理论拓展模型  

Infl uencing Factors and Mechanism of Tourists’Intended Aesthetic Behavior:An Extended Model Based on the TPB

作　　者：罗文斌[1] 丁德孝 裴娇阳 LUO Wenbin;DING Dexiao;PEI Jiaoyang(College of Tourism,Hunan Normal University,Changsha 410081,China)

机构地区：[1]湖南师范大学旅游学院,湖南长沙410081

出　　处：《旅游导刊》2022年第3期62-85,共24页Tourism and Hospitality Prospects

基　　金：湖南省哲学社会科学基金项目“大湘西乡村旅游精准扶贫的农户参与影响机制及其扶持政策研究”(项目编号:17YBX013);湖南省自然科学基金面上项目“乡村振兴背景下旅游与土地整治融合对农户生计的影响机理研究”(项目编号:2021JJ30449)资助。

摘　　要：旅游审美是旅游活动的根本属性,游客审美行为影响研究对深入理解旅游活动审美本质,厘清游客审美行为驱动机制,创建“知美—悟美—尚美”的旅游新风尚,探究旅游高质量发展途径具有重要意义。本研究基于计划行为理论和认知理论,加入旅游审美认知变量,构建了游客审美行为意向影响构念模型,并采用结构方程模型展开了实证研究。研究结果表明:(1)游客审美认知、审美行为态度对旅游审美行为意向具有正向驱动作用,其中审美认知影响作用最大,是关键因素,行为态度次之,是重要因素;(2)游客主观规范、行为控制认知对审美行为态度具有正向主导作用,并通过主导行为态度间接影响审美行为意向。Tourism aesthetics constitute a fundamental attribute of tourism activities.Research on the influence of tourists’aesthetic behavior has profound signifi cance for a deeper understanding of the aesthetic character of tourism activities,for clarifying the mechanism of tourists’aesthetic behavior,for setting a new tourism trend of“knowing beauty,appreciating beauty and advocating beauty,”and for exploring what is best in tourism development.Based on the theory of planned behavior(TPB)and cognition,this paper constructs a model of tourists’aesthetic behavior intention(ABI)by adding tourists’aesthetic and cognitive variables,and carries out an empirical study by using SEM method.The results show that:(1)tourists’aesthetic cognition(AC)and aesthetic behavior attitude(ABA)have a positive eff ect on intended aesthetic behavior,with path coeffi cients of 0.399 and 0.335 respectively,indicating that AC is the key factor followed by ABA as a supporting factor;(2)tourists’subjective norms(SN)and perceived behavioral control(PBC)play a leading positive role in ABA,with path coefficients of 0.444 and 0.362 respectively,indirectly infl uencing ABI through ABA.

关 键 词：旅游审美 行为意向 计划行为理论 游客 

分 类 号：F59[经济管理—旅游管理]