摘要
基于情感事件理论,文章考察了导游幽默对游客行为意愿的跨层影响路径,尤其是积极情绪和目的地形象两个变量在这个过程中的链式中介效应机制。该研究对52个旅游团的796名游客展开调查,采用多水平结构方程模型进行分析,结果表明:群体层面的导游幽默对个体层面的游客行为意愿存在显著的影响;积极情绪在导游幽默和游客行为之间存在显著的中介作用;目的地形象不仅中介了导游幽默与游客行为意愿间的联系,还能显著地传递积极情绪对游客行为意愿的影响效果;积极情绪与目的地形象在导游幽默与游客行为意愿的跨层关系之间起到有序的链式中介作用。该研究不仅从理论上丰富和拓展了导游幽默与其结果变量之间的联系,相关结果还对旅游部门管理者如何发挥导游幽默的积极作用提供了一定的启示。
Tour guide humor refers to the extent to which a tour guide uses humor with each tourist in tour group.As an important service role for tourists,tour guide humor resulting in rich and engaging laughter can amuse each other and encourage pleasant interpersonal interaction.Not only that,tour guide humor in tour group is also known to benefit tourism enterprises.Previous literature suggested that tourists behavior intention may be a response to tour guide humor.However,few research concerns about effect path of tour guide humor on tourist behavior intention.To address this important literature gap,this study employs affective events theory to explore how the emotion mechanism of tour guide humor triggers tourists’behavior intention.Taking the dynamic nature of affective events,emotion,behavior,and attitude in affective events theory,we conduct a crosslevel research design to build our model,which aims to explain how tour guide humor induces tourists’behavior intention.With this model,this study primarily aims to empirical tests whether tour guide humor influences tourist behavior intention in the tour group.Moreover,we examine the mediating role of positive emotion on the relationship between tour guide humor and tourists behavior intention.Finally,this paper investigates the serial multiple mediation effects of positive and destination image on the relationship between tour guide humor and positive emotion.Data had beencollected from 796 tourists nested within 52 tour groups.This study employed Mplus 7.4 to examine hypotheses.First,we conducted one-way ANOVAs to judge whether tour guide humor,positive emotion and behavior intention existed between-groups variance.Specifically,drawing on ICC(1),ICC(2),Rwg,we estimated the possibility of aggregating tour guide humor as group-level variable.Furthermore,to test our multilevel mediation model,we grand-mean centered the predictors of behavior intention.In addition,we introduced Bootstrapping(5000)to examine the indirect relationship between tour guide humor and behavior intention.Findings clearly indicated that tour guide humor could both directly and indirectly influence tourists’behavior intention through positive emotion and destination image.Destination image significantly mediated the effects of positive emotion on behavior intention.Positive emotion and destination image both have significantly serial mediation effects.The main theoretical contributions of this research are to the tour guide literatures,and especially for the inquiry on tour guide humor.First,this study enriches the theoretical basis of tour guide literatures by extending the application of affective events theory,from enterprise team to tour group.Second,by drawing on affective events theory,this study tests the mediating effects of positive emotion,which effectively compensates for the lack of research on the influential mechanism of tour guide humor on behavior intention.Third,due to limited empirical study on tour guide humor at the individual level,we conduct a performed multilevel analysis to investigate the relationship between tour guide humor and tourists’behavior intention,which aims to overcome the possibility of significant variation of guide humor at group-level.Last but not least,the research model in this study provides a basic theoretical framework,which can be used to test and discuss other similar variables in the future.For instance,along with this framework,future research can explore different tour guiding styles,such as care role,instrumental role,and so on.Likewise,given the crucial roles that tour guides play in tour group,the research findings should have significant implications for tourism sector and destination managers regarding for maximizing the positive effects of tour guide humor and promoting tourist behavior intention.
作者
涂红伟
林宝民
TU Hongwei;LIN Baomin(College of Tourism,Fujian Normal University,Fuzhou 350108,China)
出处
《旅游学刊》
CSSCI
北大核心
2021年第1期99-111,共13页
Tourism Tribune
基金
教育部人文社会科学研究一般项目“互联网时代下的消费者困惑研究:形成机制与影响后效”(18YJA630104)
广东省普通高校人文社会科学重点研究基地——汕头大学粤台企业合作研究院开放基金项目“粤台外卖平台绿色产品服务策略研究”共同资助
关键词
导游幽默
积极情绪
目的地形象
游客行为意愿
情感事件理论
tour guide humor
positive emotion
destination image
tourist behavior intention
affective events theory
作者简介
涂红伟(1983—),男,湖北汉川人,博士,副教授,研究方向为旅游消费者行为,E-mail:tuizivine@163.com;通讯作者:林宝民(1979—),男,福建厦门人,硕士,讲师,研究方向为旅游服务管理与智慧旅游,E-mail:18605914684@163.com。
