“长红”与“短红”:网红旅游目的地游客价值共创行为研究——基于哈尔滨和天水的对比分析  

“Long-term Celebrity” and “Short-term Celebrity”:A Study on Value Co-creation Behavior of Tourists in Internet Celebrity Tourism Destinations——Based on Comparative Analysis of Harbin and Tianshui

作　　者：贺剑武 王国冰 HE Jian-wu;WANG Guo-bing(School of Tourism and Landscape Architecture,Guilin University of Technology,Guilin 541000,Guangxi,China;Guangxi Research Institute of 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：《兰州文理学院学报(社会科学版)》2025年第2期68-78,共11页Journal of Lanzhou University of Arts and Science(Social Sciences Edition)

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：基于自我调节态度理论,以“长红”旅游目的地哈尔滨和“短红”旅游目的地天水为例,通过对比分析的方式深入探究网红旅游目的地游客价值共创行为。结果表明:哈尔滨游客旅游服务质量感知、认知失调、价值共创行为各个维度均优于天水,认知失调均值低于天水;游客旅游服务可靠性、响应性、保证性、移情性感知对价值共创行为具有正向影响;认知失调在旅游服务可靠性、响应性、保证性、移情性感知对价值共创行为的影响中具有部分中介作用,在旅游服务有形性感知对价值共创行为的影响中具有完全中介作用;情绪调节自我效能感在认知失调与价值共创行为之间具有调节作用。研究结论为网红旅游目的地的发展提供了相应的实践启示。Based on the self-regulating attitude theory,this paper takes Harbin,a “long-term celebrity ” tourist destination,and Tianshui,a “short-term celebrity”,as an example to deeply explore the value co-creation behavior of tourists in the Internet celebrity tourist destination through comparative analysis.The results show that Harbin tourists' perception of tourism service quality,cognitive dissonance and value co-creation are better than Tianshui,and the mean value of cognitive dissonance is lower than Tianshui.Tourist service reliability,responsiveness,assurance and empathy have positive effects on value co-creation behavior.Cognitive dissonance partially mediates the effects of tourism service reliability,responsiveness,assurance and empathy on value co-creation behavior,and completely mediates the effects of tourism service tangibility on value co-creation behavior.Emotional regulation self-efficacy has a moderating effect on cognitive dissonance and value co-creation behavior.The conclusion of this study provides the corresponding practical enlightenment for the development of Internet celebrity tourism destinations.

关 键 词：旅游服务质量感知 价值共创行为 认知失调 情绪调节自我效能感 哈尔滨 天水 

分 类 号：F592.7[经济管理—旅游管理] F327[经济管理—产业经济]