乡村性感知的前因效应和旅游涉入度的调节作用对乡村旅游重游意愿的影响研究  

The Moderating Eff ects of the Primacy Eff ect of Perception of Rurality and Tourism Involvement on the Willingness to Revisit in Terms of Rural Tourism

作　　者：梁章萍[1,2] LIANG Zhangping(Maoming Polytechnic Maoming,Guangdong 525000;City University of Macao Macao,China 999078)

机构地区：[1]茂名职业技术学院,广东茂名525000 [2]澳门城市大学,中国澳门999078

出　　处：《中国商论》2023年第14期24-27,共4页China Journal of Commerce

基　　金：2022年茂名社科规划课题“乡村旅游重游意愿研究:乡村性感知的前因效应和旅游涉入度的调节作用”(2022YB05)成果之一;2021年广东省教育厅普通高校特色创新类项目“农户参与乡村旅游开发的意愿及行为特征研究”(2021WTSCX273)成果之一。

摘　　要：乡村旅游对乡村功能扩展、产业结构调整、实现乡村振兴具有重要作用,能够促进乡村转型升级、富余劳动力就地安置、增加乡村农户收入,但乡村旅游发展模式大同小异、客源市场小、游客重游率较低、缺乏吸引游客的核心竞争力。本文以“地方依恋”为乡村性感知和重游意愿之间的中介变量,对乡村性感知的前因效应和旅游涉入度调节作用的影响进行研究。研究发现,乡村性感知对地方依恋和重游意愿均存在正相关关系,地方依恋与重游意愿存在正相关关系,旅游涉入度在地方依恋和重游意愿间、乡村性感知和地方依恋间、乡村性感知和重游意愿间均起调节作用。Rural tourism plays an important role in the expansion of rural functions,industrial restructuring and the revitalization of rural areas.It can promote the transformation and upgrading of rural areas,the local settlement of surplus labor and increase the income of rural households,but rural tourism has a similar development model,a small source market,a low revisit rate and a lack of core competitiveness to attract tourists.In this paper,we use“place attachment”as a mediating variable between the perception of rurality and willingness to revisit and investigate the influence of the primacy effect of the perception of rurality and the moderating effect of tourism involvement.The studyfinds that there is a positive correlation between the perception of rurality and place attachment,a positive correlation between place attachment and willingness to revisit,and a moderating effect of tourism involvement between place attachment and willingness to revisit,between the perception of rurality and place attachment,and between the perception of rurality and willingness to revisit.

关 键 词：乡村旅游 重游意愿 乡村性感知 前因效应 涉入度 

分 类 号：F592.7[经济管理—旅游管理]