体旅融合对游客适应性行为的影响研究  

Research on the Influence of Sports-Tourism Integration on Tourists′Adaptive Behavior

作　　者：张启尧 王雪 才凌惠 孔媛媛 ZHANG Qiyao;WANG Xue;CAI Linghui;KONG Yuanyuan(School of Economics and Management,East China University of Technology,Nanchang 330013,China)

机构地区：[1]东华理工大学经济与管理学院,江西南昌330013

出　　处：《东华理工大学学报（社会科学版）》2024年第3期239-250,共12页Journal of East China University of Technology(Social Science)

基　　金：江西省社会科学基金项目(23WT84);江西省教育厅科学技术研究项目(GJJ190401);抚州市社会科学规划项目(18sk011);江西省生态文明建设制度研究中心项目(JXST2206)。

摘　　要：推动体育旅游融合,促进游客的适应性行为的产生,是体旅融合业态实现可持续发展的重要保障。为探究体旅融合对游客适应性行为的影响机制,以身份冲突为中介变量、旅游习惯为调节变量,构建体旅融合与适应性行为之间的概念模型,采用分层回归分析和模糊集定性比较分析(Fuzzy-set Qualitative Comparative Analysis,fsQCA)等方法对各变量及多变量组合对游客适应性行为的影响机理进行检验。实证分析发现:体旅融合对游客适应性行为有显著正向影响;身份冲突对游客适应性行为有显著正向影响;身份冲突在体旅融合与游客适应性行为之间发挥部分中介作用;旅游习惯分别在体旅市场融合和功能融合对身份冲突的作用中发挥正向调节作用,但在资源融合与身份冲突的关系中调节作用不显著;组态资源融合—市场融合—身份冲突缺失—旅游习惯、市场融合—功能融合—身份冲突—旅游习惯均对适应性行为有组态影响,且功能融合、身份冲突、旅游习惯共同构成了适应性行为生成的核心条件。据此提出:体旅融合业态经营管理者应利用地理优势,丰富特色体育项目,提升地方体旅融合项目开发水平;定制个性化服务,满足不同身份需求,提升游客参与度;运用VR和AR技术突破限制,丰富游客多重身份探索体验;深入挖掘当地文化,创新互动项目,促进旅游习惯的形成;针对身份冲突类型,制定体旅融合项目,提升游客体验满意度。Promoting the integration of sports and tourism to promote the adaptive behavior of tourists is an important guarantee for the sustainable development of sports-tourism integration.In order to explore the influence mechanism of sports-tourism integration on tourists′adaptive behavior,a conceptual model between sports-tourism integration and adaptive behavior is constructed with identity conflict as the mediating variable and travel habits as the moderating variable.Hierarchical regression analysis and fuzzy set qualitative comparative analysis(fsQCA)are used to test the influence mechanism of various variables and multi-variable combinations on tourists′adaptive behavior.The empirical analysis shows that:the sports-tourism integration has a significant positive impact on tourists′adaptive behavior;identity conflict has a significant positive effect on tourists′adaptive behavior.Identity conflict plays a partial mediating role between sports-tourism integration and tourists′adaptive behavior.Travel habits play a positive moderating role in the impacts of sports-tourism market integration and functional integration on identity conflict,but have no significant moderating role in the relationship between resource integration and identity conflict.The configurations of resource integration—market integration—loss of identity conflict—travel habits and market integration—function integration—identity conflict—travel habits both have a configuration impact on adaptive behavior,and functional integration,identity conflict,and travel habits together constitute the core conditions for the generation of adaptive behavior.Therefore,the paper suggests that the managers of sports-tourism integration should make use of geographical advantages to enrich unique sports events and improve the development level of local sports-tourism integration projects,customize personalized services to meet the needs of different identities and enhance the participation of tourists,use VR and AR technology to break through

关 键 词：体旅融合 身份冲突 旅游习惯 适应性行为 

分 类 号：F590.8[经济管理—旅游管理] F713.5[经济管理—产业经济]