文化资本能否提升古村落民宿消费行为意向?  

Can Cultural Capital Improve Behavioral Intentions of Homestay Consumption in Ancient Villages?

作　　者：刘法建[1,2] 郭宗坤 陈冬冬 LIU Fajian;GUO Zongkun;CHEN Dongdong(School of Business,Anhui University,Hefei 230601,China;Center for Hui Studies,Anhui University,Hefei 230039,China;School of Management,Anhui Broadcasting Movie and Television College,Hefei 230011,China)

机构地区：[1]安徽大学商学院,安徽合肥230601 [2]安徽大学徽学研究中心,安徽合肥230039 [3]安徽广播影视职业技术学院管理学院,安徽合肥230011

出　　处：《合肥工业大学学报（社会科学版）》2023年第5期132-144,共13页Journal of Hefei University of Technology(Social Sciences)

基　　金：安徽高校人文社会科学研究项目(SK2020A0821);国家自然科学基金项目(42071196);高校优秀青年人才支持计划项目(gxyqZD2018129)。

摘　　要：文化体验是古村落民宿消费者旅游动机、决策、满意度形成的前提条件,这一过程势必受自身文化能力和偏好的影响。文章探究了文化资本在古村落民宿消费行为过程中的作用,结果发现:文化资本中文化素养和文化活动维度对不同旅游动机都有正向影响,并通过中介对满意度和行为意向产生影响;文化知识维度促进社会动机的产生,但对文化动机的形成具有负向影响;旅游动机各维度均会正向影响满意度,进而带来积极的行为意向。相关结论在一定程度上揭示了古村落旅游者选择入住民宿的原因,为民宿消费行为研究提供借鉴,也对民宿经营管理和可持续发展具有一定启发意义。Cultural experience is the antecedent condition for the formation of tourism motivation,decision-making and satisfaction of homestay consumers in ancient villages.This process is bound to be influenced by their own cultural competence and preference.By exploring the role of cultural capital in the consumption behavior of homestays in ancient villages,it is shown that cultural literacy and cultural activity in cultural capital have a positive impact on different tourism motivations,and also have an impact on satisfaction and behavioral intention through its intermediary;cultural knowledge promotes the emergence of social motivation,while has a negative impact on the formation of cultural motivation;each tourism motivation has a positive impact on satisfaction,thereby enhancing consumer behavior intention.To a certain extent,these conclusions reveal the reasons why tourists choose homestays in ancient villages.It provides references for the study of homestay consumption behavior,and is instructive for the management and sustainable development of homestay.

关 键 词：民宿消费 文化资本 行为意向 链式中介 宏村 

分 类 号：F592.7[经济管理—旅游管理]