向导式红色旅游解说感知对旅游者契合的影响——以南昌八一起义纪念馆为例  

The Impact of Guided Red Tourism Interpretation Perception on Tourist Engagement:Taking Nanchang August 1st Uprising Memorial Hall as an Example

作　　者：李文明 裴路霞 唐文跃 翁奕 LIWenming;PEI Luxia;TANG Wenyue;WENG Yi(School of Business Administration,Jiangxi University of Finance and Economics,Nanchang 330013,China;School of Digital Economics,Jiangxi University of Finance and Economics,Nanchang 330013,China;School of Sociology and Humanities,Jiangxi University of Finance and Economics,Nanchang,330013,China)

机构地区：[1]江西财经大学工商管理学院,江西南昌330013 [2]江西财经大学数字经济学院,江西南昌330013 [3]江西财经大学社会与人文学院,江西南昌330013

出　　处：《旅游科学》2024年第12期1-16,共16页Tourism Science

基　　金：国家自然科学基金项目“地方依恋视角下的国内游客亲环境行为特征、驱动因素及影响机理研究”(41661034);江西财经大学2023年大学生创新创业训练计划项目(2310421286)。

摘　　要：旅游者与目的地的契合是影响旅游者对红色旅游地满意度和忠诚度的重要因素,而讲解员作为一种重要的现场向导式解说媒介,能够影响旅游者与目的地的认知、情感和行为契合。文章基于旅游者契合理论,以南昌八一起义纪念馆为案例地,构建“向导式红色旅游解说感知-红色文化共情-旅游者契合”理论模型,对已参观案例地并听取现场解说的旅游者进行问卷调查,尝试探讨红色旅游地旅游者契合的影响因素及机理。结果表明:(1)旅游者契合可以从认知、情感和行为3个维度进行测量;(2)向导式红色旅游解说感知显著促进了旅游者红色文化共情的产生,但未对旅游者契合产生直接影响;(3)红色文化共情显著促进了旅游者与目的地在认知、情感和行为三方面的契合;(4)红色文化共情在向导式红色旅游解说感知与旅游者契合之间发挥了显著的中介作用。该结论在理论上丰富了契合理论在旅游情境下的研究,明晰了红色旅游地旅游者契合的影响因素及机理,对红色旅游地红色旅游解说管理具有一定的参考意义。Tourist-destination engagement is an important factor affecting tourists'satisfaction and loyalty to red tourism destinations.As an important medium of on-site guided interpretation,the interpreter can influence cognitive,emotional and behavioral engagement between tourists and the destination.Based on the theory of tourist engagement,this paper took Nanchang August Ist Uprising Memorial Hall as a study case.This study constructed the model of"guided red tourism interpretation perception-red culture empathytourist engagement"and conducted a questionnaire survey on tourists who have visited the study case and listened to the on-site interpretation to explore the influencing factors and mechanisms of tourist engagement in red tourist destination.The results of the study show that:(1)Tourist engagement can be measured from cognitive,emotional and behavioral dimensions;(2)Guided red tourism interpretation perception significantly promotes the generation of tourists'red culture empathy,but does not have a direct effect on tourist engagement;(3)Red culture empathy significantly promotes the cognitive,emotional and behavioral engagement between tourists and the destination;(4)Red culture empathy plays a significant intermediary role in the relationship between guided red tourism interpretation perception and tourist engagement.The conclusion theoretically enriches the study of engagement theory in tourism context,clarifies the influencing factors and mechanisms of tourist engagement in red tourism destinations and has reference significance for the red tourism interpretation management of red tourism destinations.

关 键 词：向导式解说 旅游者契合 共情 红色旅游 红色文化 

分 类 号：F590.633[经济管理—旅游管理]