从“理性”和“感性”的角度探讨城阳韩家民俗村游客的感知价值与地方依恋对重游意愿的影响－以探新求异动机为调节变量

From the Perspectives of Rationality and Sensibility to Study the Effect of Tourists' Perceived Value and Place Attachment on the Willingness to Revisit Chengyang Hanjia Folk Village-the Moderator of Novelty Seeking

张鹏飞(Pengfei Zhang) ； 张雅萍(Ya-Ping Chang)

《DPU International Conference on Business Innovation and Social Sciences 2021》 International Sessions (2021/05) Pp. 820-829

https://doi.org/10.29608/caicictbs.202105.0088

摘要

本研究从“理性”感知价值和“感性”地方依恋的角度，选取城阳韩家民俗村为研究对象，根据社会交换理论和态度理论尝试在民俗文化旅游情境下，构建游客感知价值、地方依恋、探新求异动机与重游意愿的研究框架，并通过现场问卷调查的方式获取数据，进行假设检验。得到结论：游客感知价值对地方依恋有显著正向影响；地方依恋对重游意愿有显著正向影响；而游客感知价值中的景观资源与服务价值、文化价值、社会价值、成本价值维度在地方依恋中介作用下，对重游意愿有间接影响。最后根据研究结果，为城阳韩家民俗村提升游客重游意愿提出建议。

關鍵字

游客感知价值 ； 地方依恋 ； 重游意愿

並列摘要

From the perspective of ＂rational＂ perceived value and ＂perceptual＂ Place attachment, this study selects Chengyang Hanjia Folk Village as the research object. According to the social exchange theory and attitude theory, this paper attempts to construct a research framework of tourists' perceived value, place attachment, novelty seeking and Revisiting Intention in the context of folk culture tourism, the data were obtained by on-the-spot questionnaire survey, and the hypothesis test was carried out. The results show that: tourists' perceived value has a significant positive impact on place attachment; place attachment has a significant positive impact on revisit intention; However, landscape resources and service value, cultural value, social value and cost value have an indirect impact on revisit intention under the mediating role of place attachment. Finally, according to the research results, suggestions and suggestions are put forward for how to improve the tourists' willingness to revisit.

並列關鍵字

Tourist' perceived value ； Place attachment ； Revisit intention