摘要
在乡村振兴战略背景下,乡村文化旅游成为乡村振兴的有效路径,但目前乡村文化旅游消费者行为相关研究尚付阙如。本文基于南宁市城镇居民的乡村文化旅游消费调查数据,从消费者微观层面,运用结构方程模型对乡村文化旅游消费影响因素进行分析。研究结果表明:(1)消费者感知价值、感知文化环境与感知质量对乡村文化旅游消费意愿均有正向影响;(2)消费者感知价值的三个维度中,社交价值、情感价值与认知价值对消费意愿有显著正向影响;(3)消费者感知文化环境的三个维度中,文化氛围、文化设施、文化景观对消费意愿有显著正向影响;(4)消费者感知质量的三个维度中,地方性、真实性、体验性对消费意愿具有正向影响。研究结论从消费者视角为乡村文化旅游发展提供了新的观察角度和实践启示。
Under the background of Rural Revitalization Strategy,rural cultural tourism has become an effective path of rural revitalization,but there are few researches on consumer behavior of rural cultural tourism.Based on the survey data of rural cultural tourism consumption of urban residents in Nanning,this paper analyzes the influencing factors of rural cultural tourism consumption from the micro level of consumers by using structural equation model.The results show that:(1)consumers’perceived value,perceived cultural environment and perceived quality have positive effects on rural cultural tourism behavior;(2)Among the three dimensions of consumer perceived value,social value,emotional value and cognitive value have significant positive impact on consumption intention;(3)Among the three dimensions of consumer perceived cultural environment,cultural atmosphere,cultural facilities,cultural landscape and consumption intention have significant positive impact;(4)In the three dimensions of consumer perceived quality,locality,authenticity,experience and Consumption intention has a positive impact.The research conclusion provides a new observation perspective and practical enlightenment for the development of rural cultural tourism from the perspective of consumers.
出处
《北京文化创意》
2022年第1期70-78,共9页
Beijing Culture Creativity
基金
广西高校人文社会科学重点研究基地民族地区新型城镇化研究中心基金资助
关键词
乡村旅游
乡村文化旅游
消费意愿
南宁市
rural tourism
rural cultural tourism
consumer willingness
Nan Ning city
作者简介
漆亚莉,南宁师范大学经济与管理学院馆员,韩国世翰大学在读博士,主要从事文化产业、文化旅游研究
