美食旅游者感知品牌原真性影响因素研究——文化学习和文化接近性的调节作用  

Research on influencing factors of food tourists′perception of brand authenticity——The regulating role of cultural learning and cultural proximity

作　　者：宋学通 陈磊 李勇泉[2] 杨振安 徐丽萍 SONG Xuetong;CHEN Lei;LI Yongquan;YANG Zhenan;XU Liping(College of Science,Shihezi University,Shihezi 832000,China;College of Tourism,Huaqiao University,Quanzhou 362021,China)

机构地区：[1]石河子大学理学院,新疆石河子832000 [2]华侨大学旅游学院,福建泉州362021

出　　处：《资源开发与市场》2024年第6期953-960,共8页Resource Development & Market

基　　金：国家自然科学基金项目(编号:32360299);兵团社科基金一般项目(编号:20YB09);兵团社科基金青年项目(编号:23QN01);石河子大学青年创新培育人才项目(编号:CXPY202301)。

摘　　要：作为旅游活动中最常见的活动之一,美食消费不仅是满足旅游者基本需要的手段,更是影响旅游者旅游过程体验的重要组成部分。在竞争愈发激烈的旅游市场与游客对于“真实”体验的要的背景下,对于旅游者追求品牌原真性的研究具有一定的现实意义。基于S-O-R理论,采用量化研究方法,探讨美食旅游者感知品牌原真性的影响机制,以及其品牌契合的中介作用、文化接近性和文化学习的调节作用。结果发现:美食吸引力正向影响美食品牌契合;美食品牌契合在"美食吸引力→美食品牌原真性"结构中具有中介作用;品牌契合对美食品牌原真性的影响受到文化接近性与文化学习的正向调节。结合研究结论,提出了针对性的实践启示。As one of the most common tourism activities,food consumption is not only a means to meet the basic needs of tourists,but also an important part of the tourism experience.In the context of increasingly competitive tourism market and tourists′need for“authentic”experience,the research on tourists′pursuit of brand authenticity is of certain practical significance.Based on S-O-R theory,this paper uses quantitative research method to explore the influence mechanism of food tourists′perceived brand authenticity,as well as the mediating role of brand engagement,cultural proximity and the moderating role of cultural learning.The results showed that food attraction positively affected food brand engagement.Food brand engagement played an intermediary role in the structure of“food attraction→food brand authenticity”.Cultural proximity and cultural learning positively moderated the effect of brand fit on brand authenticity.On the above,this paper put forward targeted practical insights.

关 键 词：美食旅游 品牌原真性 品牌契合 文化学习 文化接近性 

分 类 号：F590[经济管理—旅游管理]