仿古街区旅游感知对游客购物意愿的影响  

The Influence of Tourist Experience Perception on Tourists′ Shopping Intention in Archaized Blocks

作　　者：吴蜜蜜 李文兵[1] 李欣 李武 WU Mimi;LI Wenbing;LI Xin;LI Wu(School of Economics and Management,Hunan Institute of Science and Technology,Yueyang,Hunan 414000,China;School of Information Science and Engineering,Hunan Institute of Science and Technology,Yueyang,Hunan 414000,China)

机构地区：[1]湖南理工学院经济与管理学院,湖南岳阳414000 [2]湖南理工学院信息科学与工程学院,湖南岳阳414000

出　　处：《西昌学院学报（自然科学版）》2022年第2期43-49,共7页Journal of Xichang University(Natural Science Edition)

基　　金：湖南省社会科学基金项目(20YBA126);湖南省重点研究开发计划项目(2019SK2331);国家社会科学基金项目(16BGL115);湖南理工学院研究生科研创新项目(YCX2021A35)。

摘　　要：探究仿古街区旅游感知对游客购物意愿的影响,有利于挖掘仿古街区的旅游价值。以湖南岳阳汴河街为例,采用问卷调查法和深度访谈法,以怀旧感知、教育感知、创新感知、质量感知和价格感知5个维度构建结构方程模型,探索感知对游客购物的影响。结果表明:质量感知和价格感知对游客在汴河街的购物行为存在显著影响;怀旧感知、教育感知和创新感知对游客购物决策影响不明显,汴河街缺乏沉浸式文化氛围;汴河街要加强仿古街区的文化氛围建设,设立文化历史博物园,增加文艺演出和开发特色产品。Exploring the influence of tourism experience perception on tourists′ shopping intention in archaized blocks is helpful to excavate the tourism value of the blocks.Taking Bianhe Street in Yueyang, Hunan as an example, a structural equation model was constructed by questionnaire survey and in-depth interview, which included nostalgia perception, education perception, innovation perception, quality perception and price perception, in order to explore the impact of perception on tourist shopping behavior.The results show that:(1) Quality perception and price perception have significant effects on tourists′ shopping behavior in Bianhe Street.(2) Nostalgia perception, education perception and innovation perception have no obvious influence on tourists′ shopping decision-making, and Bianhe Street lacks culture immersion atmosphere.(3) The Bianhe Street should strengthen the construction of the cultural atmosphere of the archaized district, set up cultural and historical museums, increase cultural performances, and develop feature products.

关 键 词：问卷调查 结构方程模型 仿古街区 感知 购物意愿 

分 类 号：F592.7[经济管理—旅游管理] G127[经济管理—产业经济]