新生代游客涉入度与文化认同对红色旅游忠诚度的影响研究

doi:10.12054/lydk.bisu.185

摘要/Abstract

摘要：

红色旅游是红色文化宣传和教育的实现方式之一,但作为旅游主力军的新生代游客对红色文化的认同逐渐式微,存在认同危机风险,并对红色旅游的后续发展和持续经营产生影响,已成为当今显著且亟待关注的社会现象。本研究运用文化认同理论,以新生代游客为研究群体,尝试探索影响新生代游客文化认同的因素并寻找增强其红色旅游忠诚度的作用机制,由此建构新生代游客涉入度、文化认同与红色旅游忠诚度影响关系模型并进行实证验证。研究发现：（1）新生代游客涉入度对红色旅游的文化认同和忠诚度均具有显著的正向影响,其中对文化认同的影响更为显著;（2）新生代游客对红色旅游的文化认同正向影响忠诚度;（3）文化认同在新生代游客涉入度与忠诚度之间存在部分中介效应。本研究揭示了新生代游客涉入度对培育红色旅游忠诚度的重要作用,拓展了文化认同的应用边界;认为增强新生代游客的涉入度,培育其文化认同,对于忠诚度及红色旅游持续经营和后续发展具有积极的现实意义。

关键词: 红色旅游; 新生代游客; 涉入度; 文化认同; 忠诚度

Abstract:

The unique function of red tourism is to promote and publicize red culture through tourism activities. As the new generation of tourists has become major participants in the domestic tourism market, however, there has been a gradual decline in the degree of their relationship with red culture, thus posing the potential risk of engendering an identity crisis. This will, in turn, negatively affect the sustainable operation and follow-up development of red tourism, thereby becoming a significant social phenomenon that calls for urgent attention. Using the theory of cultural identity and focusing on the new generation of tourists as the research object, this study explores the factors affecting the cultural identity of the new generation of tourists and identifies the mechanism that will help enhance their loyalty toward red tourism. In so doing, this study constructs a relational model and seeks to empirically verify the inter-relationships among tourist involvement, cultural identity, and red tourism loyalty. The research findings show that: (1) the new generation of tourists’ involvement has a significant, positive impact on their sense of cultural identity and loyalty toward red tourism, and especially on the former; (2) the new generation of tourists’ sense of cultural identity and their relationship with red tourism has a positive impact on their loyalty; (3) a sense of cultural identity has a partial mediating effect on tourists’ involvement and loyalty. This study highlights the important role of tourist involvement in cultivating red tourism loyalty and expands the application boundaries of cultural identity. It is believed that enhancing the involvement of the new generation of tourists and fostering their sense of cultural identity has positive and practical significance in forging customer loyalty and for the sustainable operation and follow-up development of red tourism.

Keywords: red tourism; new generation of tourists; involvement; cultural identity; loyalty

中图分类号:

丘小燕, 李强红, 邹永广. 新生代游客涉入度与文化认同对红色旅游忠诚度的影响研究[J]. 旅游导刊, 2022, 6(1): 67-88.

QIU Xiaoyan, LI Qianghong, ZOU Yongguang. Study on the Influence of the New Generation of Tourists’ Involvement and Cultural Identity on Red Tourism Loyalty[J]. Tourism and Hospitality Prospects, 2022, 6(1): 67-88.

图/表 7

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基本情况 Basic Information	类别 Category	比例（%） Proportion	基本情况 Basic Information	类别 Category	比例（%） Proportion
性别	男	43.0	职业	在校学生	53.7
性别	女	57.0		企业职员	18.0
年龄	30~39岁	15.2		政府公务员	1.2
	20~29岁	80.7		教育科研人员	2.9
	20岁以下	4.1		个体经营者	3.7
受教育程度	初中及以下	5.3		专业技术人员	2.9
	高中或中专	12.7		自由职业者	6.6
	大专	23.4		其他	11.1
	本科	55.7	收入水平	2 000元及以下	32.8
	硕士及以上	2.9		2 000~4 000元	31.1
信息获取渠道	亲朋好友推荐	61.5		4 000~6 000元	21.3
	网络媒体	28.7		6 000~8 000元	7.0
	电视报道	27.5		8 000~10 000元	1.6
	期刊杂志	10.7		10 000元以上	6.1
	旅游团推荐	10.7
	他人推荐	17.2
	其他	26.6

基本情况 Basic Information	类别 Category	比例（%） Proportion	基本情况 Basic Information	类别 Category	比例（%） Proportion
性别	男	43.0	职业	在校学生	53.7
性别	女	57.0		企业职员	18.0
年龄	30~39岁	15.2		政府公务员	1.2
	20~29岁	80.7		教育科研人员	2.9
	20岁以下	4.1		个体经营者	3.7
受教育程度	初中及以下	5.3		专业技术人员	2.9
	高中或中专	12.7		自由职业者	6.6
	大专	23.4		其他	11.1
	本科	55.7	收入水平	2 000元及以下	32.8
	硕士及以上	2.9		2 000~4 000元	31.1
信息获取渠道	亲朋好友推荐	61.5		4 000~6 000元	21.3
	网络媒体	28.7		6 000~8 000元	7.0
	电视报道	27.5		8 000~10 000元	1.6
	期刊杂志	10.7		10 000元以上	6.1
	旅游团推荐	10.7
	他人推荐	17.2
	其他	26.6

变量 Variable	均值 Mean	标准差 SD	1	2	3
游客涉入度 Tourist involvement	3.937	0.752	（0.923）
文化认同 Cultural identity	4.051	0.696	0.774**	（0.939）
游客忠诚度 Tourist loyalty	3.899	0.755	0.707**	0.751**	（0.941）

变量 Variable	均值 Mean	标准差 SD	1	2	3
游客涉入度 Tourist involvement	3.937	0.752	（0.923）
文化认同 Cultural identity	4.051	0.696	0.774**	（0.939）
游客忠诚度 Tourist loyalty	3.899	0.755	0.707**	0.751**	（0.941）

变量 Variable	因子/项目 Factor/item	验证性因子分析 Confirmatory factor analysis
变量 Variable	因子/项目 Factor/item	因子载荷	t值	平均变异抽取量 AVE	组合信度 CR
游客涉入度 Tourist involvement	（VI1）我非常享受在古田旅游区的时间	0.836	—	0.691	0.918
	（VI2）到古田旅游区旅游对我来说是有意义的活动	0.828	15.406
	（VI3）到古田旅游区旅游可以丰富我的爱国主义教育经历	0.828	15.414
	（VI4）到古田旅游区旅游是让我感到满意的教育文化活动	0.885	17.140
	（VI5）到古田旅游区旅游对我来说是很重要的活动	0.776	14.200
文化认同 Cultural identity	（CI1）我认为红色文化和当今的中国梦一样,都是为了实现中华民族伟大复兴	0.792	—	0.720	0.939
	（CI2）我体会到的红色文化与图书资料描述的是一致的	0.859	15.324
	（CI3）我体会到的红色文化与身边老党员描述的是一致的	0.871	15.672
	（CI4）我对古田旅游区有强烈的归属感	0.855	15.373
	（CI5）在古田旅游区,我能身临其境地体会到当时艰苦奋斗的感觉	0.842	15.053
	（CI6）我体会到的红色文化和电视上所描述的是一致的	0.869	15.685
游客忠诚度 Tourist loyalty	（LI1）如果有机会,我愿意延长在古田旅游区的旅行时间	0.857	—	0.722	0.940
	（LI2）作为一个红色旅游目的地,古田旅游区的整体服务比其他地方好	0.824	16.262
	（LI3）我非常渴望继续留在古田旅游区	0.878	18.338
	（LI4）在古田旅游区我感到很愉快	0.863	17.823
	（LI5）我非常可能再次来这个地方旅游	0.841	17.083
	（LI6）与其他红色旅游目的地相比,古田旅游区给我带来了很好的服务体验	0.834	16.521