旅游街区日/夜景观对游客情感及行为意向的影响——基于眼动实验分析  

Influence of Day and Night Landscapes on Tourists′Emotional Experience and Behavioral Intentions in Tourism Blocks:Based on Eye Tracking Experiment

作　　者：吴思琪 李君轶 WU Siqi;LI Junyi(School of Geography and Tourism,Shaanxi Normal University,710119 Xi′an;Shaanxi Key Laboratory of Tourism Informatics,710119 Xi′an,China)

机构地区：[1]陕西师范大学地理科学与旅游学院,陕西西安710119 [2]陕西省旅游信息科学重点实验室,陕西西安710119

出　　处：《地理与地理信息科学》2023年第5期66-73,共8页Geography and Geo-Information Science

基　　金：国家自然科学基金项目(42071169)。

摘　　要：近年来国内外学者广泛关注游客情感体验,夜间旅游也逐渐成为旅游学界研究的热点话题,但对于日/夜景观对游客情感体验的影响差异却鲜有研究。该文以西安大唐不夜城景区为案例地,基于自下而上的视觉注意机制与“认知—情感—行为”理论,运用眼动实验和问卷调查相结合的研究方法,研究日/夜景观对游客情感体验与行为意向的影响差异。结果表明:①旅游街区日/夜景观差异能明显引起游客视觉注意,且眼动特征存在差异;②日/夜景观差异对情感体验有显著影响,夜间景观对情感体验的影响更积极;③吸引程度评价在情感体验(愉悦度、唤醒度)和行为意向之间起中介作用。该研究丰富了游客情感体验影响因素的研究视角,可为旅游街区的管理与发展提供参考。Tourists′emotional experience has been widely concerned by scholars in recent years,and night tourism has gradually become a hot topic in tourism academic research.However,few scholars have studied the difference between the impact of day and night landscapes on tourists′emotional experience.Based on the bottom-up visual attention mechanism and the theory of"cognition emotion-behavior",this paper uses eye tracking method and questionnaire survey to investigate tourists′emotional experience and behavioral intentions while watching the day and night landscapes,taking the Great Tang All Day Mall as a case study.The findings are as follows.①The day and night landscapes obviously arouse the visual attention,the difference between day and night landscapes is closely linked to different eye movement characteristics.②The difference of day and night landscapes has a significant impact on emotional experience,and the influence of night landscapes on emotional experience is more positive.While watching the night landscapes,the average value of emotional experience(pleasure and arousal)is higher.③The evaluation of the tourism block attractiveness plays a mediating role between tourists′emotional experience(pleasure and arousal)and behavioral intention.This study can enrich the perspective of the existing research on the influencing factors of tourists′emotional experience,and provide the basis for the management and development of the tourism blocks.

关 键 词：日/夜景观 游客情感体验 行为意向 眼动实验 旅游街区 

分 类 号：F592.7[经济管理—旅游管理]