旅游消费意愿影响机制:基于目的地信任与疫情知识的中介与调节效应的研究  

Influencing mechanism of tourism consumption intention:based on the mediating and moderating effects of destination trust and COVID-19 knowledge

作　　者：龚箭[1,2,3] 胡立 王紫阳 GONG Jian;HU Li;WANG Ziyang(College of Urban&Environmental Sciences,Central China Normal University,Wuhan 430079,China;Wuhan Branch of China Tourism Academy,Wuhan 430079,China;Hubei Provincial Key Laboratory for Geological Process Analysis and Simulation,Central China Normal University,Wuhan 430079,China;Xiangyang Cultural and Tourism Market Comprehensive Law Enforcement Detachment,Xiangyang 441100,Hubei,China)

机构地区：[1]华中师范大学城市与环境科学学院,武汉430079 [2]中国旅游研究院武汉分院,武汉430079 [3]地理过程分析与模拟湖北省重点实验室,武汉430079 [4]襄阳市文化和旅游市场综合执法支队,湖北襄阳441100

出　　处：《华中师范大学学报（自然科学版）》2023年第1期159-170,共12页Journal of Central China Normal University：Natural Sciences

基　　金：国家社会科学基金重点项目(14AJY024);国家留学基金委创新型人才国际培养项目([2021]395);湖北省重大调研课题基金项目(2020W32-1).

摘　　要：灾难与危机爆发后,旅游地采取有效措施激发游客的消费意愿是灾后旅游业复苏的关键因素.该文以武汉市为典型案例地,在新冠肺炎疫情常态化防控背景下,基于新冠肺炎知识和目的地信任构建基于风险感知对旅游消费意愿的影响机制模型.借鉴国内外成熟量表,共采集358份有效问卷,通过信效度验证,进行了验证性因子SEM、中介效应和调节效应的分析.研究结果表明:1)旅游风险感知并不直接负向影响旅游消费意愿.旅游风险感知对目的地信任有负向作用,目的地信任对旅游消费意愿有正向影响.2)目的地信任在旅游风险感知与旅游消费意愿之间具有完全中介作用.3)新冠肺炎知识了解程度的高低对旅游风险感知与旅游消费意愿影响机制存在显著调节效应.对此提出旅游地旅游修复对策:1)完善疫情防控措施,降低游客的感知风险.2)正向多渠道宣传,重塑目的地信任.3)加强新冠肺炎知识普及,提升游客的疫情知识.After the outbreak of disasters and crises,effective measures taken by tourist destinations to stimulate the consumption intention of tourists are the key factors for the recovery of tourism after disasters.Taking Wuhan City as a typical case,the influencing mechanism model of risk perception on tourism consumption intention was constructed based on COVID-19 knowledge and destination trust of COVID-19.A total of 358 valid questionnaires were collected by referring to maturity scales at home and abroad.Confirmatory factor SEM,mediating effect and moderating effect were analyzed through reliability and validity verification.The results are shown as follows.1)Tourism risk perception does not directly negatively affect tourism consumption intention.However,tourism risk perception has a negative effect on destination trust,and destination trust has a positive effect on tourism consumption intention.2)Destination trust has a complete mediating effect between tourism risk perception and tourism consumption intention.3)The level of COVID-19 knowledge has a significant moderating effect on the influencing mechanism of tourism risk perception and tourism consumption intention.The following suggestions are put forward:1)improving epidemic prevention and control measures to reduce perceived risks of tourists;2)positive multiple channel publicity to reshape destination trust;3)strengthening the knowledge disseminaton of COVID-19 and improving the knowledge of tourists.

关 键 词：COVID-19 风险感知 目的地信任 旅游消费意愿 新冠疫情知识 

分 类 号：F59[经济管理—旅游管理]