基于SOR理论的怀旧情感对乡村民宿游客行为意向的影响研究  

The Influence of Nostalgic Emotions on Behavioural Intentions of Rural B&B Tourists:Based on SOR Theory

作　　者：陶舒婷 贾梦柯 宋晓 靳晓雨 白爽 TAO Shuting;JIA Mengke;SONG Xiao;IN Xiaoyu;BAI Shuang(School ofTourism,Henan Normal University,Xinxiang 453000,China;School of Information Engineering,Xinxiang Institute of Engineering,Xinxiang 453000,China)

机构地区：[1]河南师范大学旅游学院,河南新乡453000 [2]新乡工程学院信息工程学院,河南新乡453000

出　　处：《旅游导刊》2024年第6期110-136,共27页Tourism and Hospitality Prospects

基　　金：教育部人文社会科学研究青年基金项目“人工智能赋能旅游价值共创:生成逻辑、作用机制及实现路径”(项目编号:24YJCZH255);2024年度新乡市社科联调研课题“数智化赋能新乡文旅深度融合发展的机理及路径研究”(项目编号:SKL-2024-68)共同资助。

摘　　要：在乡村民宿领域游客需求日益多元化的背景下,提升游客体验,了解刺激游客行为意向形成的影响因素及互相作用机制,对于民宿产业的发展具有重要的意义。基于此,本研究采用SOR理论,构建怀旧情感、感知价值及难忘旅游体验对游客行为意向影响的理论模型,并进行实证检验。研究发现:(1)怀旧情感对感知价值和难忘旅游体验均有显著的正向影响;(2)怀旧情感对游客行为意向没有显著影响;(3)感知价值正向影响难忘旅游体验和游客行为意向;(4)难忘旅游体验正向影响游客行为意向;(5)感知价值和难忘旅游体验在怀旧情感和行为意向之间起中介作用。本研究为乡村民宿经营者提供了提升游客体验、优化民宿发展策略的理论依据及实证支撑。With the increasing diversification of tourist needs in the rural B&B sector,enhancing tourist experiences and understanding the factors influencing and the interaction mechanisms of behavioural intentions are of great significance for the development of the B&B industry.Based on this context,this study applies the Stimulus-Organism-Response(SOR)Theory to construct and empirically test a theoretical model exploring the impacts of nostalgic emotions,perceived value,and memorable tourism experiences on tourists’behavioural intentions.The findings are as follows:(1)Nostalgic emotions significantly and positively affect perceived value and memorable tourism experiences.(2)Nostalgic emotions do not have a significant direct effect on behavioural intentions.(3)Perceived value positively influences memorable tourism experiences and behavioural intentions.(4)Memorable tourism experiences positively affect behavioural intentions.(5)Perceived value and memorable tourism experiences mediate the relationship between nostalgic emotions and behavioural intentions.This research provides theoretical support and empirical evidence for rural B&B operators to enhance tourist experiences and optimize development strategies.

关 键 词：乡村民宿 SOR理论 怀旧情感 感知价值 行为意向 

分 类 号：F59[经济管理—旅游管理]