爱她,保护她:传统村落游客文化保护意愿的作用机制探究——基于目的地品牌至爱视角  

Love Her,Protect Her: Exploring the Mechanisms of Tourists' Cultural Protection Intention in Traditional Villages——A Perspective of Destination Brand Love

作　　者：许砚秋 邓敏 徐玲燕 洪绮哲 XU Yanqiu;DENG Min;XU Lingyan;HONG Qizhe(School of Tourism and Landscape Architecture,Guilin University of Technology,Guilin 541006,Guangxi,China;Teacher Education College of Vocational Technology,Guangxi Normal University,Guilin 541004,Guangxi,China)

机构地区：[1]桂林理工大学旅游与风景园林学院,广西桂林541006 [2]广西师范大学职业技术师范学院,广西桂林541004

出　　处：《旅游研究》2024年第6期11-25,共15页Tourism Research

基　　金：国家社科基金项目“南岭瑶族传统村落文化保护的旅游社会学研究”(21XSH018)。

摘　　要：文章基于目的地品牌至爱理论,探究传统村落旅游目的地游客文化保护意愿的作用机制。通过构建两组结构方程模型,分别验证地方感与目的地—自我一致性作为目的地品牌至爱的前因变量,对作为目的地品牌至爱的结果变量:目的地的文化传承意愿以及文化宣传意愿的影响。研究结果显示,地方认同和真实自我—的地一致性能够显著影响目的地品牌至爱,并通过目的地品牌至爱与目的地品牌忠诚的链式中介作用影响游客文化保护意愿。根据结论,文章给蕴含传统文化的传统村落型旅游目的地提出了实践层面的管理与营销建议。Based on the theory of destination brand love,this study explores the mechanisms of tourists cultural protection intention in traditional village tourism destinations.By constructing two sets of structural equation models,the antecedent variables of sense of place and destination-self congruence are validated as predictors of destination brand love.The study also investigates the impact of destination brand love on two outcome variables:cultural inheritance and cultural promotion intention The results indicate that place identification and actual self-destination congruence significantly influence destination brand love and,through the mediating roles of destination brand love and destination brand loyalty,influencing tourists cultural protection intention.In conclusion,this study provides practical management and marketing recommendations for traditional village tourism destinations that embody traditional culture.

关 键 词：品牌至爱 地方感 自我一致性 传统村落 文化保护 

分 类 号：F59[经济管理—旅游管理]