乡村旅游者重游意愿影响机制研究——基于有调节中介模型的检验  

The Influencing Mechanism of Tourists’ Rural Revisiting Intention——-Testing based on a moderated mediation model

作　　者：姚增福 罗莹 YAO Zengfu;LUO Ying(School of Business,China West Normal University,Nanchong 637009,China;School of Management,China West Normal University,Nanchong 637009,China)

机构地区：[1]西华师范大学商学院,四川南充637009 [2]西华师范大学管理学院,四川南充637009

出　　处：《四川轻化工大学学报（社会科学版）》2024年第3期33-43,共11页Journal of Sichuan University of Science & Engineering：Social Sciences Edition

基　　金：国家社会科学基金项目(20BJY129)。

摘　　要：乡村旅游者重游意愿是推动乡村旅游目的地实现共同富裕的重要维度,但现有研究缺乏旅游风险变化对重游意愿影响的关注。文章基于情绪评价理论,以旅游满意度为中介变量,旅游健康风险为调节变量,构建乡村旅游者重游意愿的驱动模型,利用S省“第二批全国乡村旅游重点村”478份问卷数据,实证检验了乡村旅游者重游意愿的影响机制。研究发现:(1)旅游感知价值、旅游地形象、旅游满意度能分别正向影响旅游者的重游意愿,而旅游动机对其则存在显著负向影响。(2)旅游满意度在旅游动机对重游意愿的影响中具有完全中介作用,在旅游地形象和重游意愿的影响中起部分中介作用。(3)旅游健康风险在满意度和重游意愿多路径中起到显著调节作用。根据研究结论,从升级旅游地旅游产品、提高旅游满意度和重视旅游健康风险对重游意愿影响等三个方面提出促进乡村旅游者重游意愿的对策建议。Based on the emotional evaluation theory,with tourism satisfaction as the mediating variable and tourism health risk as the moderating variable,a driving model of tourists'willingness to revisit the rural is constructed.Using 478 questionnaire data from the second batch of key villages of national rural tourism in S Province,the influencing mechanism of tourists'willingness to re-visit the rural is empirically tested.The results show that:(1)the perceived value of tourism,the image of tourism destination and the satisfaction of tourism can have a significant positive impact on the intention of revisiting,while the motivation of tourism has a significant negative impact.(2)Tourism satisfaction has a complete mediating role in the influence of tourism motivation on repetition intention,and a partial mediating role in the influence of destination image and repetition intention.(3)Travel health risk plays a significant moderating role in the multi-path satisfaction and revisiting intention.According to the conclusion of the study,some countermeasures and suggestions are put forward to promote the willingness of rural tourists to revisit from three aspects:upgrading tourism products,improving tourism satisfaction and paying attention to the impact of tourism health risks on the willingness to revisit.

关 键 词：情绪评价理论 乡村旅游 旅游健康风险 重游意愿 旅游满意度 

分 类 号：F592.7[经济管理—旅游管理]