影视旅游地真实性对游后行为意向的影响机制研究——以电影《你好,李焕英》为例  

Study on the Impact Mechanism of Film Tourism Destination Authenticity on Post-Trip Behavioral Intention——A Case Study of Hi,Mom

作　　者：陈非文 闫娅婷 CHEN Feiwen;YAN Yating(School of Business,Xiangtan University,Xiangtan 411105,China)

机构地区：[1]湘潭大学商学院,湖南湘潭411105

出　　处：《湖南工程学院学报(社会科学版)》2025年第1期28-41,共14页Journal of Hunan Institute of Engineering(Social Science Edition)

摘　　要：深入了解影响影视游客游后行为意向的因素将有利于影视旅游地的持续发展。基于S-O-R-M整合理论,以电影《你好,李焕英》主要取景地为案例地,运用结构方程模型探析影视旅游情境下真实性感知、游客满意度及游后行为意向三者的关系,并以名人涉入为调节变量。研究表明:真实性感知的三个维度均正向影响游客满意度;历史特征感知及独特性感知均直接正向影响游后行为意向,而功能性感知对游后行为意向直接影响不显著;游客满意度在历史特征感知及独特性感知对游后行为意向的影响中起部分中介作用,在功能性感知对游后行为意向的影响中起完全中介作用;名人涉入在历史特征感知对游后行为意向的影响中起负向调节作用,在功能性感知及独特性感知对游后行为意向的影响中调节效应不显著。An in-depth understanding of the factors affecting the post-trip behavioral intention of film tourists will be conducive to the sustainable development of film tourism destination.Based on the S-O-R-M integration theory,this paper takes the main location of the movie Hi,Mom as an example,and applies structural equation modeling to analyze the relationship between perception of authenticity,tourist satisfaction,and post-trip behavioral intention in the context of film tourism,and introduces celebrity involvement as a moderating variable.The study shows:the three dimensions of perception of authenticity positively affect tourist satisfaction;perception of historical feature and uniqueness directly and positively affect post-trip behavioral intention,while perception of functionality has a non-significant direct effect on post-trip behavioral intention;tourist satisfaction partially mediates the effect of perception of historical feature and uniqueness on post-trip behavioral intention,and fully mediates the effect of perception of functionality on post-trip behavioral intention;celebrity involvement plays a negative moderating role in the effect of perception of historical feature on post-trip behavioral intention,and the moderating effect is not significant as to the effect of perception of functionality and uniqueness on post-trip behavioral intention.

关 键 词：影视旅游 真实性 游客满意度 游后行为意向 名人涉入 S-O-R-M整合理论 

分 类 号：F592.7[经济管理—旅游管理]