夜间旅游体验质量对旅游者目的地忠诚的影响:一个链式中介模型  

The Impact of Night Tourism Quality of Experience on Tourists'Destination Loyalty:A Chain Mediation Model

作　　者：陆相钱 沈兴菊[1,2] 侯雨萌 LU Xiangqian;SHEN Xingju;HOU Yumeng(School of Tourism and History and Culture,Southwest Minzu University,Chengdu Sichuan 610041,China;National Cultural Park Research Center,Southwest Minzu University,Chengdu Sichuan 610041,China)

机构地区：[1]西南民族大学旅游与历史文化学院,四川成都610041 [2]西南民族大学国家文化公园研究中心,四川成都610041

出　　处：《乐山师范学院学报》2023年第10期73-83,共11页Journal of Leshan Normal University

基　　金：四川省科技重点研发项目“基于移动GIS和AR的红色文资源采集与挖掘信息、平台研究与应用”(2023YFS0459);西南民族大学研究生创新型科研项目“基于场域理论的长征国家文化公园(四川段)旅游空间生产研究”(ZD2022320)。

摘　　要：夜间旅游是旅游和文化产业两者融合的重要形式之一,在“十四五”文旅融合的背景下,如何发展夜间旅游成为重要的研究课题。夜间旅游体验质量是影响旅游者目的地忠诚的重要因素,然而,学术界对该领域的研究成果相对缺乏。文章以成都市春熙路大慈坊街区为例,引入“认知-情感-行为”理论,以旅游者感知、旅游者满意为中介变量,构建夜间旅游体验质量对旅游者目的地忠诚的影响关系的链式中介研究模型,运用结构方程模型和bootstrap中介效应检验方法对模型进行验证。结果表明:(1)夜间旅游体验质量对旅游者感知、旅游者满意均具有正向影响作用;(2)夜间旅游体验质量对旅游者目的地忠诚具有正向影响作用;(3)旅游者满意、旅游者感知在夜间旅游体验质量对旅游者目的地忠诚的影响中起中介效应,而且是链式中介效应。此研究对于成都市春熙路大慈坊街区、旅游景区及相关企业提升夜间旅游旅游质量及旅游者目的地忠诚、改善春熙路夜间旅游经营绩效提供了新的视角和思路。Night tourism is a typical example for the integration of tourism and cultural industries.Against the backdrop of culture-tourism integration in the"14th Five-Year Plan",the development of night tourism has been highly valued by all.The experience quality of night tourism is an important factor affecting the loyalty of tourists to their destinations.However,there is a lack of research in this domain.This paper,taking the Dacifang Block of Chunxi Road in Chengdu as an example,introduces the"cognition-emotion-behavior"theory,takes tourists'perception and satisfaction as intermediary variables,and constructs a chain intermediary model of the influence of night tourism quality of experience on tourists'destination loyalty.The model is verified by structural equation model and bootstrap mediation effect test method.It is found that(1)the experience quality of night tourism has a positive effect on tourists'perception and satisfaction;(2)the experience quality of night tourism has a positive effect on tourists'destination loyalty;(3)tourists'satisfaction and perception play a mediating role in the influence of the experience quality of night tourism on tourists'destination loyalty,and it is a chain mediating effect.This study provides a new perspective and new ideas for the improvement of the night tourism quality in Dacifang Block of Chunxi Road,the loyalty of tourists to tourist destina-tions,and the performance of night tourism operations.

关 键 词：夜间旅游 旅游体验质量 旅游者感知 旅游者满意 目的地忠诚 链式中介模型 

分 类 号：F590[经济管理—旅游管理]