非遗旅游游客行为意愿的影响机制研究——一个有调节的链式中介模型  

Research on the Impact Mechanism of Behavioral Intentions of Intangible Cultural Heritage Tourism Tourists--A Moderated Chain Mediation Model

作　　者：王国冰 贺剑武 WANG Guo-bing;HE Jian-wu(Guilin University of Technology,Guilin 541000,China;Institute of Guangxi Tourism Industry,Guilin 541000,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541000 [2]广西旅游产业研究院,广西桂林541000

出　　处：《黑龙江生态工程职业学院学报》2025年第2期32-37,79,共7页Journal of Heilongjiang Vocational Institute of Ecological Engineering

基　　金：2018年度国家社科基金西部项目“基于大数据技术的桂滇黔少数民族非物质文化遗产旅游开发研究”(18XMZ969)。

摘　　要：非遗旅游能有效满足大众物质需求和精神需求,契合了人们日益提升的美好生活追求,发展潜力巨大。基于情绪评价理论,研究非遗旅游游客感知对行为意愿的影响路径。以西江千户苗寨为例,对收集到的486份有效样本进行结构方程分析,结果表明:非遗旅游情境中游客感知价值正向影响游客行为意愿;积极情绪和游客满意度在游客感知价值和游客行为意愿之间具有部分中介作用;积极情绪和游客满意度在游客感知价值和行为意愿之间具有链式中介效应;游客先前知识在游客感知价值和积极情绪之间起正向调节作用。根据研究结论对非遗旅游管理方提出了相应对策和建议。Intangible cultural heritage tourism can effectively meet the material and spiritual needs of the public,and fits people’s increasing pursuit of a better life and has enormous potential for development.Based on the theory of emotional evaluation and studies the impact path of intangible cultural heritage tourism tourists’perception on their behavioral intentions.Taking Xijiang Qianhu Miao Village as an example,structural equation analysis was conducted on 486 valid samples collected.The results showed that the perceived value of tourists in the context of intangible cultural heritage tourism had a positive impact on their behavioral intentions;Positive emotions and tourist satisfaction partially mediate the relationship between tourists’perceived value and their behavioral intentions;Positive emotions and tourist satisfaction have a chain mediated effect between tourists’perceived value and behavioral intention;The prior knowledge of tourists has a positive moderating effect on their perceived value and positive emotions.Also proposes corresponding countermeasures and suggestions for the management of intangible cultural heritage tourism based on research conclusions.

关 键 词：情绪评价理论 感知价值 积极情绪 满意度 行为意愿 

分 类 号：F592.7[经济管理—旅游管理]