摘要
为探究旅游者价值共创行为的影响机制,以计划行为理论和价值共创理论为基础,运用偏最小二乘结构方程模型(PLS-SEM)方法,基于地方情感和冰雪文化因素,提出相关假设,构建冰雪体育旅游者价值共创行为意向的影响机制模型。结果表明:1)冰雪文化和地方依恋变量的模型拓展是成功的,构建模型具有良好的信效度、解释力和交叉效度,整体模型的拟合优度良好。2)知觉行为控制对旅游者价值共创行为影响最大,其次为行为态度和冰雪文化。3)主观规范、知觉行为控制对冰雪体育旅游者价值共创行为意向和态度均具有显著正向影响。该研究为冰雪体育旅游目的地提供了切实有效的营销管理启示,同时为国内冰雪体育旅游可持续发展提供了必要的理论依据。
In order to explore the influence mechanism of tourists’value co-creation behavior,based on the theory of planned behavior and value co-creation theory,using partial least squares structural equation model(PLS-SEM),we put forward some relevant hypotheses and construct an influence mechanism model of winter sports tourists’value co-creation behavior intention.The results show that:1)The expansion of model of winter sports culture and local attachment variables is successful,the reliability and validity,explanatory power and cross-validity of the model are good,and the goodness of fit of the whole model is good.2)Perceptual behavior control has the greatest influence on tourists’value co-creation behavior,followed by behavior attitude and winter sports culture.3)subjective norm and perceptual behavior control have significant positive effects on the intention and attitude of winter sports tourists’value co-creation behavior.This study not only provides practical and effective marketing management inspiration for winter sports tourism destinations,but also provides a necessarily theoretical basis for the sustainable development of domestic winter sports tourism.
作者
梁彩荣
李淑媛
王美红
杨莹
吴帅
LIANG Cairong;LI Shuyuan;WANG Meihong;YANG Ying;WU Shuai(School of Physical Education,Jilin Normal University,Siping 136000;School of Business,Suzhou University of Science and Technology,Suzhou 215009;School of Physical Education,Beijing Sport University,Beijing 100089,China)
出处
《干旱区资源与环境》
CSSCI
CSCD
北大核心
2023年第5期192-197,共6页
Journal of Arid Land Resources and Environment
基金
教育部人文社会科学研究青年基金项目(20YJCZH211)
吉林省社会科学基金项目(2019B121)
吉林省高等教育教学改革研究课题(JLJY202285340918)资助
作者简介
梁彩荣(1998-),男,汉族,宁夏贺兰人,硕士研究生,主要从事体育旅游、体育产业方面的研究。E-mail:1361683275@qq.com;通讯作者:李淑媛(1973-),女,汉族,辽宁葫芦岛人,副教授,主要从事冰雪体育与体育产业研究。E-mail:grisha@163.com
