旅游虚拟社区成员社会资本对公民行为的影响——虚拟社区感的中介作用  

The Impact of Social Capital of Tourism Virtual Community Members on Citizenship Behavior-The Mediating Role of Sense of Virtual Community

作　　者：杨金华[1] 康丽 刘佳敏 杨奇 Yang Jinhua;Kang Li;Liu Jiamin;Yang Qi(College of Geography and Tourism,Hengyang Normal University,Hengyang 421002,China)

机构地区：[1]衡阳师范学院地理与旅游学院,湖南衡阳421002

出　　处：《旅游论坛》2025年第2期42-57,共16页Tourism Forum

基　　金：国家自然科学基金面上项目“旅游发展对乡村居民公民性的影响研究”(41971177);湖南省哲学社会科学基金一般项目“乡村旅游扶贫地居民公民意识的测度及其影响机制研究”(20YBA037);衡阳师范学院科研启动项目“乡村旅游地居民公民性的测量及影响因素研究”(2023QD09)共同资助。

摘　　要：旅游虚拟社区公民行为的提升是数字文旅时代推进社区治理体系和治理能力现代化过程中亟待加强研究的议题。目前,学术界关于社区成员公民行为的研究已较为丰富,但涉及旅游虚拟社区成员公民行为的研究较少。文章基于社会交换理论,引入虚拟社区感作为中介变量,通过收集小红书、微博等旅游社区的457份有效问卷,采用结构方程模型探究旅游虚拟社区成员社会资本对公民行为的影响机制。研究发现:旅游虚拟社区成员社会资本对虚拟社区感具有显著正向影响;虚拟社区感对社区成员公民行为具有显著正向影响;成员感和影响力在社会资本与社区成员公民行为之间发挥部分中介作用。研究结果为旅游虚拟社区提升治理效能提供了理论和实践启示。Enhancing citizenship behavior in tourism virtual communities is a research topic that needs to be prioritized to advance the modernization of community governance system and capacities in the digital cultural and tourism era.While academic research on citizenship behavior of community members is relatively rich,studies focusing on citizenship behavior in tourism virtual communities remain limited.Based on the social exchange theory,this paper introduces the sense of virtual community as a mediating variable,and uses structural equation model to empirically test the influence mechanism of social capital of tourism virtual community members on citizenship behavior.457 valid questionnaires were collected from tourism communities,such as Xiaohongshu(Little red book),Weibo(Microblog).The study found that:(1)The social capital of virtual tourist community members has a significant positive impact on the sense of virtual community.All three dimensions of social capital have a significant positive impact on the sense of virtual community,but there are differences in the strength of the effect,with social interaction having the most significant positive impact on the sense of virtual community.(2)The sense of virtual community has a significant positive impact on the citizenship behavior of community members.The sense of virtual community consists of membership and influence,with influence having a stronger positive impact on citizenship behavior than membership.(3)Membership and influence play a partial mediating role between social capital and citizenship behavior.Social capital significantly affects the sense of virtual community,which in turn affects the citizenship behavior of community members.There are several important theoretical implications of this study.Firstly,it expands the field of application of social capital theory.Secondly,the mediating mechanism of virtual community sense between the social capital and citizenship behavior of tourism virtual community members is examined.It provides new ideas for the

关 键 词：旅游虚拟社区 社会资本 虚拟社区感 公民行为 

分 类 号：F590[经济管理—旅游管理]