数字解说效果对地方感的作用机制--旅游涉入和旅游体验的双中介作用  

The Effect Mechanism of Digital Interpretation in the Sense of Locality:The Dual Mediating Role of Tourist Involvement and Tourist Experience

作　　者：彭小舟[1] 黄予勤 PENG Xiaozhou;HUANG Yuqin(School of Business,Hunan First Normal University,Changsha,Hunan 410205)

机构地区：[1]湖南第一师范学院商学院,湖南长沙410205

出　　处：《湖南第一师范学院学报》2023年第2期92-99,共8页Journal of Hunan First Normal University

基　　金：湖南省教育厅科学研究项目“旅游凝视视角下民族地区形象感知系统构建研究”(21C0822);湖南省科技厅创新平台与人才项目“特色文创旅游商品研发与规划”(2021NK4268);湖南省社科联资助项目“具身视角下乡村康养旅游目的地体验质量提升研究”(XSP2023GLC024)。

摘　　要：随着数字技术的进步,旅游解说媒介和游客解说需求发生根本变革,数字解说效果研究值得关注。基于媒介传播理论和服务接触理论,构建了解说效果与旅游涉入、旅游体验和地方感等要素的关系模型。对使用数字解说的318名游客进行的问卷调查结果表明,数字解说效果对地方感有直接正向影响;旅游涉入和旅游体验是解说效果和地方感的中介变量,数字解说效果对旅游涉入的正向影响得到证实。研究结果表明,从解说内容主题化、解说设计互动化和解说媒介层次化三个方面增强游客的旅游涉入和旅游体验,可提升游客的地方感。With the progress of digital technology,tourist interpretation media and tourists’interpretation needs have undergone fundamental changes,and research on the effects of digital interpretation is wvrthwhile.Based on media communication theory and service contact theory,a relationship model between interpretation effect and factors such as tourist involvement,tourist experience,and sense of locality is constructed.A questionnaire survey of 318 tourists using digital interpretation shows that the effect of digital interpretation has a direct positive impact on the sense of locality;tourist involvement and tourist experience are mediating variables between interpretation effect and sense of locality,and the positive impact of digital interpretation effect on tourist involvement has been confirmed.The research results show that tourists’involvement and experience can be enhanced through three aspects:themization of interpretation content,interaction of interpretation design,and hierarchical interpretation media,thereby enhancing their sense of locality.

关 键 词：解说效果 旅游涉入 旅游体验 地方感 

分 类 号：F592[经济管理—旅游管理]