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旅游导刊 ›› 2022, Vol. 6 ›› Issue (1): 67-88.DOI: 10.12054/lydk.bisu.185

• 研究论文 • 上一篇    下一篇

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

丘小燕1(), 李强红2, 邹永广3   

  1. 1.华南师范大学旅游管理学院 广东广州 510006
    2.四川民族学院历史文化与旅游学院 四川康定 626001
    3.华侨大学旅游学院 福建泉州 362021
  • 收稿日期:2020-08-13 修回日期:2021-11-02 出版日期:2022-02-28 发布日期:2022-04-06
  • 作者简介:丘小燕(1997— ),女,福建龙岩人,华南师范大学旅游管理学院硕士研究生,研究方向:旅游服务管理。E-mail: qxy1131818798@163.com;
    李强红(1995— ),女,四川西昌人,硕士,四川民族学院历史文化与旅游学院助教,研究方向:旅游消费者行为、旅游安全管理。
    邹永广(1984— ),男,江西南昌人,博士,华侨大学旅游学院教授,博士生导师,研究方向:旅游安全、华侨华人旅游、区域旅游发展战略。

Study on the Influence of the New Generation of Tourists’ Involvement and Cultural Identity on Red Tourism Loyalty

QIU Xiaoyan1(), LI Qianghong2, ZOU Yongguang3   

  1. 1. School of Tourism Management, South China Normal University, Guangzhou 510006, China
    2. Sichuan Minzu College, Kangding 626001, China
    3. College of Tourism, Huaqiao University, Quanzhou 362021, China
  • Received:2020-08-13 Revised:2021-11-02 Online:2022-02-28 Published:2022-04-06

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.

Key words: red tourism, new generation of tourists, involvement, cultural identity, loyalty

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