旅游者传统文化价值观会影响城市老字号餐厅的就餐意向吗?——基于VBN理论的结构化测度  

Do Tourists'Traditional Cultural Values Affect Their Behavioral Intentions to Dine at Time-Honored Restaurants?—A Structural Measurement Based on VBN Theory

作　　者：陈倩[1,2] 姜菲[1] 郭英之 Chen Qian;Jiang Fei;Guo Yingzhi

机构地区：[1]扬州大学旅游烹饪学院 [2]复旦大学 [3]复旦大学旅游学系

出　　处：《文化产业研究》2024年第1期320-333,共14页Cultural Industry Research

基　　金：江苏省社会科学基金青年项目“文化认同视域下增强中华饮食文化国际传播力的路径与机制研究(23XWC001)”;江苏省研究生科研与实践创新计划项目“双碳目标下旅游者餐饮绿色消费行为研究”(KYCX22_3438);江苏省高校哲学社会科学研究一般项目“文化认同视角下中华饮食文化传承与海外传播路径研究”(2022SJYB2097)的阶段性研究成果。

摘　　要：老字号餐厅是城市重要的旅游资源和旅游吸引物。本文从旅游者视角出发,基于VBN理论框架,探讨了价值观、结果意识、责任归属、个人规范、主观规范、品牌信任、就餐意向七个变量之间的结构关系。对旅游者进行问卷调查和半结构化访谈,运用定量和定性相结合的方法对数据进行处理分析。结果表明,传统价值观正向影响旅游者信念(包括结果意识和责任归属),并最终通过个人规范作用于就餐意向;个人规范、主观规范、品牌信任均对旅游者老字号就餐意向有正向影响。该研究结果有助于从价值观角度揭示旅游者餐饮消费行为规律,为城市老字号餐厅经营者提供有效的营销策略。Time-honored restaurants are important tourism resources and attractions in cities.From the perspective of tourists,this paper constructs a structural equation model based on the theory of value-belief-norm(VBN),and discusses the structural relationship among seven variables:Value,awareness of consequence,ascription of responsibility,personal norm,subjective norm,brand trust,and dining intention.Questionnaire survey and semi-structured interview were conducted,and the data were processed and analyzed through a combination of qualitative and quantitative methods.The results show that traditional values positively affect tourists'beliefs(including awareness of consequence and ascription of responsibility),finally affect their dining intention through personal norms.Personal norm,subjective norm and brand trust all have a positive impact on tourists'dining intention of time-honored restaurants.The results of this study are helpful to reveal rules of tourists'catering consumption behavior from the perspective of values,and provide effective marketing strategies for the operators of urban time-honored restaurants.

关 键 词：老字号餐厅 VBN理论 品牌信任 消费行为 

分 类 号：TS971[轻工技术与工程] F719.3[经济管理—产业经济] F592