距离产生美?——代际差异视角下感知距离对游客行为意愿的影响机制研究  

Does Distance Produce Beauty?The Impact of Cognitive Distance on Tourists’ Behavior Intentions:An Intergenerational Difference Perspective

作　　者：韵江[1,2] 刘博 YUN Jiang;LIU Bo(School of Tourism and Hotel Management,Dongbei University of Finance and Economics,Dalian 116025,China;School of Business Administration,DongBei University of Finance and Economics,Dalian 116025,China)

机构地区：[1]东北财经大学旅游与酒店管理学院,辽宁大连116025 [2]东北财经大学工商管理学院,辽宁大连116025

出　　处：《旅游学刊》2023年第3期63-76,共14页Tourism Tribune

基　　金：国家社会科学基金重大项目“高质量发展情景下中国企业的高端化战略变革理论研究”(21&ZD140);国家自然科学基金项目“数字化转型的‘索洛悖论’微观破解:互补/互动组合视角下的试错机制对战略变革的影响研究”(72072024);中国旅游研究院文化和旅游宏观决策课题“新文旅战略型人才培养体系创新与模式探索”(2022HGJCK10);安徽省高校优秀青年科研项目(社科)“群体差异化视角下旅游目的地品牌个性对游客行为意愿的影响机制研究”(2022AH030051)共同资助。

摘　　要：文章引入感知距离作为前置因素,通过多维度辨析以明确这一构念的内涵,随后从代际差异视角构建理论模型,对比分析不同个体特质的游客行为意愿产生机制,深度解析距离的二律背反定律。研究结果表明:(1)感知距离对青年组、壮年组游客行为意愿产生倒U形曲线影响,而实年组游客则不具备上述曲线效应;(2)感知距离对不同代际游客感知价值均产生倒U形曲线影响;(3)游客感知价值在感知距离和游客行为意愿之间发挥中介作用;(4)地方依恋能够调节感知距离对游客行为意愿的影响;(5)地方依恋在主效应中的调节作用通过游客感知价值的中介作用传导。研究所得结论能够进一步提高旅游者目的地决策模型的预测力和科学性,为全球化背景下不同代际游客的出游意愿和动机分析提供了新的解释,也为旅游目的地营销人员针对感知距离的精准营销措施的设计给予了决策参考和方法指导。Distance is an important factor for exploring patterns of tourist behavior, and it is also a major variable influencing many kinds of human spatial behavior. Regarding the effect of distance on tourist behavior, the desire to obtain the best aesthetic experience leads tourists to undertake specific distance-related actions to continuously stimulate the generation of positive aesthetic emotions. However, in existing research on tourism psychology and behavior, distance is often treated as a simplified constraint of physical distance. When fully considering the utility of“resistance,”the possible positive effects of distance on the formation of tourists’ travel motives and the selection of specific destinations have been neglected. Thus, the inherent evolutionary laws of the dynamic system have not yet been revealed. The simplified physical distance is difficult to use as an independent variable to explain why tourists show specific behavior intentions. In addition, from the perspective of tourism marketing,because of insufficient analysis of the mechanisms underlying the effects of distance, tourism companies and destination marketing agencies cannot undertake precise marketing related to the element of distance.On the basis of this background, the current study introduces cognitive distance into a tourism research framework. In addition to focusing on relevant information about physical distance, the current study also focuses on social distance, cultural distance, and psychological distance. Multi-dimensional comprehensive consideration of tourists’ subjective perception of distance may be helpful for systematically testing and improving the dynamic mechanisms of the effects of distance on tourists’ behavior intentions. The results revealed the following findings. First, for young and middle-aged tourists,cognitive distance has an inverted U-shaped curve effect on tourists’ behavior intention, while the analysis of the real-year group of tourists did not exhibit the above-mentioned curve effect. Seco

关 键 词：代际差异 感知距离 地方依恋 感知价值 行为意愿 

分 类 号：F59[经济管理—旅游管理]