乡村旅游涉入度、恢复性环境感知与重游意愿作用机制研究——一个中介与调节的混合模型

doi:10.12118/j.issn.1000-6060.2022.557

摘要/Abstract

摘要：

为了探究旅游涉入度、恢复性环境感知和游客满意度对重游意愿的影响及消费预期的调节作用，以吐鲁番市乡村旅游为切入点，采用结构方程模型，将游客满意度和恢复性环境感知作为中介变量，消费预期作为调节变量，探究旅游涉入度与重游意愿两者间存在的作用机制。结果表明：（1）旅游涉入度对恢复性环境感知、游客满意度和重游意愿产生显著正向影响，其中对恢复性环境感知的影响效应最大，对游客满意度的影响效应最小。（2）恢复性环境感知和游客满意度在“旅游涉入度-重游意愿”的结构中有多重链式中介作用。（3）旅游涉入度、游客满意度对重游意愿的影响受消费预期的正调节。研究结果可为提高吐鲁番市游客乡村旅游的重游意愿提供新思路，对当地旅游开发与管理具有一定的指导意义。

关键词: 旅游涉入度, 游客满意度, 恢复性环境感知, 消费预期, 重游意愿

Abstract:

In the context of rural tourism in Turpan City of Xinjiang, China, this paper explores the influences of tourism involvement, restorative environment perception, and tourist satisfaction on tourists’ intention to revisit, together with the related moderating effect of consumption expectation. The study adopts a structural equation model based on attention recovery theory, in which tourist satisfaction and restorative environment perception as the mediating variables and consumption expectation is the moderating variable. Through data collected through a questionnaire survey, 374 valid samples were obtained. The study found that (1) Tourism involvement had a significant positive impact on restorative environment perception, tourist satisfaction and revisit intention, among which the effect on restorative environment perception is the largest and the effect on tourist satisfaction is the least. (2) Restorative environment perception and tourist satisfaction had multiple chain mediating effects in the structure of “tourism involvement-revisit intention”. (3) The influence of tourism involvement and tourists’ satisfaction on revisiting intention was positively regulated by consumption expectation. The traditional mediation model understates the role of restorative environment perception and many previous studies on this factor have considered it an independent variable. Few studies, in contrast, have considered consumption expectation. To explore the impacts on tourists’ willingness to revisit, the present study innovatively applies restorative environment perception as a mediating variable in the chain mediation effect and applies consumption expectation as a moderating variable, thus providing broader guidance for the governance of scenic locations. The study’s results provide a theoretical basis and a practical reference for the management and development of rural tourism in Turpan City.

Key words: tourism involvement, tourist satisfaction, restorative environmental perception, consumption expectation, willingness to revisit

周海燕, 冶建明. 乡村旅游涉入度、恢复性环境感知与重游意愿作用机制研究——一个中介与调节的混合模型[J]. 干旱区地理, 2023, 46(9): 1567-1576.

ZHOU Haiyan, YE Jianming. Mechanism of rural tourism involvement, restorative enviromental perception and revisiting intention: A mixed model of mediation and regulation[J]. Arid Land Geography, 2023, 46(9): 1567-1576.

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变量		题项	参数显著性估计			标准化载荷	组合信度	平均方差抽取量
变量		题项	P值	标准误	Z值	标准化载荷	组合信度	平均方差抽取量
恢复性环境感知	兼容性	CP1	-	-	-	0.812	0.961	0.621
		CP2	***	0.054	18.710	0.816
		CP3	***	0.054	17.919	0.791
	迷人	FA1	***	0.052	16.906	0.759
		FA2	***	0.055	16.975	0.762
		FA3	***	0.053	18.386	0.806
	新奇	NO1	***	0.056	18.693	0.815
		NO2	***	0.054	17.841	0.789
		NO3	***	0.056	17.981	0.793
	逃逸	ES1	***	0.052	17.711	0.785
		ES2	***	0.055	18.110	0.797
		ES3	***	0.054	17.693	0.784
	一致性	CO1	***	0.053	17.795	0.788
		CO2	***	0.053	16.968	0.761
		CO3	***	0.058	16.837	0.757
旅游涉入度		TI1	-	-	-	0.848	0.949	0.699
		TI2	***	0.046	20.973	0.844
		TI3	***	0.046	21.237	0.850
		TI4	***	0.048	20.042	0.822
		TI5	***	0.045	19.798	0.816
		TI6	***	0.046	18.859	0.792
		TI7	***	0.047	21.282	0.851
		TI8	***	0.047	21.765	0.862
游客满意度		TS1	-	-	-	0.781	0.833	0.625
		TS2	***	0.062	16.041	0.825
		TS3	***	0.070	14.840	0.764
重游意愿		RI1	-	-	-	0.698	0.862	0.558
		RI2	***	0.080	13.769	0.777
		RI3	***	0.069	14.810	0.843
		RI4	***	0.081	13.436	0.756
		RI5	***	0.079	11.550	0.644
消费预期		CE1	-	-	-	0.932	0.941	0.842
		CE2	***	0.033	31.431	0.928
		CE3	***	0.035	28.416	0.893

变量	恢复性环境感知	旅游涉入度	游客满意度	重游意愿	消费预期
恢复性环境感知	0.788
旅游涉入度	0.547^**	0.836
游客满意度	0.605^**	0.431^**	0.791
重游意愿	0.620^**	0.551^**	0.836^**	0.747
消费预期	0.603^**	0.592^**	0.387^**	0.401^**	0.918

研究假设	路径关系	非标准化路径系数	标准化路径系数	标准误	Z值	P值	假设检验
H1	旅游涉入度→游客满意度	0.139	0.138	0.051	2.740	***	成立
H2	旅游涉入度→重游意愿	0.194	0.214	0.035	5.490	***	成立
H3	游客满意度→重游意愿	0.498	0.553	0.036	14.014	***	成立
H4	旅游涉入度→恢复性环境感知	0.501	0.525	0.042	11.927	***	成立
H5	恢复性环境感知→游客满意度	0.496	0.470	0.053	9.302	***	成立
H6	恢复性环境感知→重游意愿	0.149	0.157	0.041	3.664	***	成立

效应类型	路径	效应值	系数衍生值		Bootstrap 5000次抽取 95%置信区间		相对效应占比/%
效应类型	路径	效应值	标准误	P值	LLCI	ULCI	相对效应占比/%
直接效应	旅游涉入度→重游意愿	0.194	0.036	0.000	0.124	0.264	41.90
间接效应	旅游涉入度→恢复性环境感知→重游意愿	0.075	0.029	0.010	0.027	0.139	16.20
	旅游涉入度→游客满意度→重游意愿	0.070	0.029	0.015	0.021	0.132	15.12
	旅游涉入度→恢复性环境感知→游客满意度→重游意愿	0.124	0.024	0.000	0.090	0.184	26.78
总效应	旅游涉入度→重游意愿	0.463	0.040	0.000	0.383	0.541	100.00

因变量	自变量	B值	标准误	T值	P值	95%置信区间		β值
因变量	自变量	B值	标准误	T值	P值	LLCI	ULCI	β值
重游意愿	常数	2.074	0.036	57.126	0.000^**	2.0027	2.1455	-
	旅游涉入度	0.323	0.057	5.633	0.000^**	0.2102	0.4357	0.356
	消费预期	0.058	0.041	1.408	0.160	-0.0231	0.1396	0.078
	旅游涉入度×消费预期	0.108	0.041	2.662	0.008^**	0.0282	0.1877	0.163
	R²=0.276，F=48.336，P<0.001；ΔR²=0.014，ΔF=7.088，P=0.008
重游意愿	常数	2.089	0.026	80.639	0.000^**	2.0382	2.1401	-
	游客满意度	0.571	0.034	16.656	0.000^**	0.5035	0.6383	0.634
	消费预期	0.067	0.029	2.338	0.020^*	0.0106	0.1227	0.089
	游客满意度×消费预期	0.118	0.026	4.492	0.000^**	0.0663	0.1696	0.169
	R²=0.558，F=155.712，P<0.001；ΔR²=0.024，ΔF=20.179，P<0.001