喀斯特旅游地虚拟旅游体验对实地旅游意愿的影响-以武隆喀斯特旅游区为例  

Impact of virtual tourism experience on travel intentions of karst tourism destinations:Take Wulong karst tourist zone as an example

作　　者：李玉萍 刘亚男 杨晓霞[1] LI Yuping;LIU Ya'nan;YANG Xiaoxia(School of Geographical Sciences/Tourism Research Institute,Southwest University,Chongqing 400715,China;School of Tourism and Service Management,Chongqing University of Education,Chongqing 400065,China)

机构地区：[1]西南大学地理科学学院/旅游研究所,重庆400715 [2]重庆第二师范学院旅游与服务管理学院,重庆400065

出　　处：《中国岩溶》2024年第2期463-475,共13页Carsologica Sinica

基　　金：国家自然科学基金面上项目(42171175)。

摘　　要：文章以重庆市武隆喀斯特旅游区为例,采用游客问卷调查数据和结构方程模型,分析游客在喀斯特旅游区虚拟旅游体验后产生的心流体验以及对实地旅游意愿的影响。结果表明:喀斯特旅游地虚拟旅游体验对游客的注意力集中度、远程呈现、时间感的变化和实地旅游意愿均产生显著正向影响,注意力集中度发挥部分中介作用。建议武隆喀斯特旅游区加强以下建设:优化虚拟应用技术,营造更真实的虚拟旅游体验情境;提供全面优质的旅游信息,减少游客信息收集成本;扩大虚拟旅游宣传,赢得更多潜在游客。The study on the impact of virtual tourism experience on travel intentions of karst tourist destinations is of great significance to enhance tourists'intentions of on-the-spot travel and to promote the development of karst tourist destinations.The virtual tourism market is increasingly expanded because the application of virtual reality technology to tourism industry makes people's travel experience abundant and interesting.At present,some scholars have conducted research on the application of virtual tourism in the fields of hotel management,cultural heritage protection,museum protection,etc.However,there are few studies on the application of virtual tourism in natural landscapes,let alone on the combination of karst tourist destinations with virtual tourism.Taking karst tourist destinations as research objects,this paper explores the marketing effect of virtual reality technology on karst tourist destinations,which can supplement the content of quantitative research on virtual tourism in karst tourist destinations and enrich the theoretical exploration of factors influencing tourists'behavioral intentions.In order to deeply explore the flow state of tourists after their virtual tourism experience in karst tourist destinations and its impact on travel intentions on the spot,and the marketing effect of virtual tourism on karst tourism destinations,this paper takes the model path of"environment–cognition–behavior"in Social Cognitive Theory as the theoretical basis and introduces Flow Theory.Structural Equation Model(SEM)is used to verify the hypotheses and give some suggestions.Wulong karst tourist zone of Chongqing is chosen as the research object because of its high typicality and representativeness,and it is an important part of the World Natural Heritage of"South China Karst",a typical representative of the world canyon karst system.Besides,Wulong karst tourist zone is one of the best examples of karst landforms with high tourism resource value.At the same time,the official page"3D·VR panoramic exhibition

关 键 词：虚拟旅游 旅游意愿 心流理论 社会认知理论 武隆喀斯特旅游区 

分 类 号：F592.7[经济管理—旅游管理] F713.55[经济管理—产业经济]