居民价值共创行为对游客公民行为的影响——游客感恩的中介效应与特质犬儒主义的调节效应  

The Effect of Resident Value Co-creation Behavior of Tourist Citizenship Behavior:The Role of Tourist Grati-tude and Trait Cynicism

作　　者：涂红伟 陈晔[2] 江梓铭 Tu Hongwei;Chen Ye;Jiang Ziming(College of Tourism,Nanchang University;College of Tourism and Service Management,Nankai University)

机构地区：[1]南昌大学旅游学院 [2]南开大学旅游与服务学院

出　　处：《南开管理评论》2024年第5期165-174,197,共11页Nankai Business Review

基　　金：国家社会科学基金后期资助重点项目(23FGLA008);教育部人文社会科学研究项目(23YJAZH137);福建省社会科学基金项目(FJ2023B050)资助。

摘　　要：旅游中的游客公民行为研究日益受到关注,然而现有研究大多从认知视角探讨游客公民行为的发生过程,忽略了其中可能存在的情绪驱动机制。本文在情感事件理论的基础上,以491份游客样本为基础,深入考察游客感恩在居民价值共创行为与游客公民行为之间的中介效应,以及特质犬儒主义的调节作用。研究发现,居民价值共创行为能诱发游客感恩;游客感恩在居民价值共创行为与游客公民行为之间存在显著的中介作用;特质犬儒主义不仅会抑制居民价值共创行为与游客感恩之间的正向关系,还会削弱游客感恩在居民价值共创行为与游客公民行为关系间的传递效应。该研究对旅游目的地倡导精神文明建设、构建和谐主客关系、弘扬中华优秀传统文化及美德等方面具有一定启示作用。With the increasingly competition of market environment,the marketing paradigm of destination is changing from value provision to value co-creation,which requires tourists to actively participate in the product design,development,and consumption experience.In return,a growing body of research begins to pay attention to tourist citizenship behavior.Specifically,host-tourist interaction literature that is mainly based on cognitive perspective,views tourist citizenship behavior as the result of benefits exchange between service providers and tourists.However,the benefits exchange in practice can’t accurately describe the relationship between host and tourist,since there is a certain emotional connection between host and tourist beyond the benefits exchange.To address above gap,this study,grounded in affective events theory,conducted a moderated mediation model in which tourist gratitude mediated the link between resident value co-creation behavior and tourist citizenship behavior(recommend,help,feedback),while cynicism moderated the relationship between resident value co-creation and tourist gratitude.Based on the empirical analyses of 491 samples from Mount Wuyi,this study achieves some meaningful conclusions.First,as a set of positive affective event in host-tourist interaction,resident value co-creation behavior can induce tourist gratitude.Second,tourist gratitude can be an effective way to transmit the link between resident value co-creation behavior and tourist citizenship behavior,such that resident value co-creation behavior arouses tourist gratitude and further boosts tourist citizenship behavior(recommend,help,and feedback).Third,the relationship between resident value co-creation behavior and tourist gratitude is affected by trait cynicism,such that the positive relationship between resident value co-creation behavior and tourist gratitude is weaker when the level of trait cynicism is high.Additionally,trait cynicism moderates the indirect effect of resident value co-creation behavior on tourist citizen

关 键 词：居民价值共创行为 游客公民行为 游客感恩 特质犬儒主义 情感事件理论 主客互动 

分 类 号：F592[经济管理—旅游管理]