博物馆微信解说系统游客使用意愿制约研究  

Research on Influencing Factors of Tourists'Willingness to Use the Museum's WeChat Interpretation System

作　　者：胡传秀 刘泽华 颜丙金[1] 杨小苑 吴丽敏[1] 丁蕾[1] Hu Chuanxiu;Liu Zehua;Yan Bingjin;Yang Xiaoyuan;Wu Limin;Ding Lei

机构地区：[1]南京财经大学工商管理学院,南京210046 [2]南京博物院,南京210016

出　　处：《复印报刊资料（旅游管理）》2022年第9期48-60,共13页TOURISM MANAGEMENT

基　　金：国家自然科学基金面上项目“山岳型景区高峰时段小尺度旅游流时空模式、效应及调控研究”(项目编号:NSFC41071145);江苏省研究生科研与实践创新计划“游客对微信解说系统的使用限制研究”(项目编号:KYCX201373)共同资助。

摘　　要：文旅融合不断提升博物馆旅游热度,游客不断增长的游览体验需求以及博物馆作为室内文化休闲空间的特殊性,促使博物馆应用现代网络技术建设微信解说服务系统。本文以南京博物院为例,通过问卷调查获取数据,应用休闲制约理论,结合博物馆旅游环境和游客行为特征,构建“态度”“行为条件”“人际关系”“结构”4个维度的微信解说系统游客使用制约模型,分析博物馆微信解说系统游客使用意愿的特征及其制约机制。结果显示:(1)各维度对使用意愿的影响中,“态度”“人际关系”对使用意愿具有正向影响,“行为条件”“结构”对微信解说系统使用意愿影响不显著;(2)各维度间的相互影响中,“态度”“行为条件”对“人际关系”具有正向影响,“态度”对“结构”具有正向影响,“人际关系”“行为条件”对“结构”具有正向影响。The integration of culture and tourism continues to improve museums'popularity among tourists.Tourists'needs for their tourism experience and the particularity of the museum as an indoor cultural leisure space has prompted museums to apply modern network technology to build a WeChat interpretation service system.This paper obtains data through a questionnaire survey,taking Nanjing Museum as an example.The study applies leisure restriction theory combined with the museum tourism environment and tourists'behavioral characteristics and constructs a visitor use intention Model of the WeChat Interpretation System using the four dimensions of"attitude,""behavior condition,""interpersonal relationship,"and"structure."We analyze the characteristics and restriction mechanism of tourists"willingness to use the museum's WeChat interpretation system.The results show that:(1)"attitude"and"interpersonal relationship"both have a positive impact on the tourists'use intention,while"behavior condition"and"structure"have no significant effect on the use intention of the WeChat interpretation system;(2)the interaction of each dimension is as follows:"attitude"and"behavior condition"have a positive impact on"interpersonal relationship,""attitude"positively affects"structure,"and"interpersonal relationship"and"behavior condition"have a positive impact on"structure."

关 键 词：休闲制约理论 结构方程模型 微信解说系统 使用意愿 南京博物院 

分 类 号：G260.7[历史地理—考古学及博物馆学] F592.7[经济管理—旅游管理]