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旅游导刊 ›› 2022, Vol. 6 ›› Issue (3): 62-85.DOI: 10.12054/lydk.bisu.189

• 研究论文 • 上一篇    下一篇

游客旅游审美行为意向的影响因素及机理研究——基于计划行为理论拓展模型

罗文斌(), 丁德孝, 裴娇阳   

  1. 湖南师范大学旅游学院 湖南长沙 410081
  • 收稿日期:2021-08-10 修回日期:2022-03-10 出版日期:2022-06-30 发布日期:2022-06-23
  • 作者简介:罗文斌(1982— ),男,湖南衡阳人,博士,湖南师范大学旅游学院副教授,研究方向:土地利用与旅游发展、乡村振兴与农户可持续生计、旅游审美与教育。E-mail: sdlwb@vip.126.com
    丁德孝(1996— ),男,湖南常德人,湖南师范大学旅游学院硕士研究生,研究方向:旅游目的地管理、游客审美行为。
    裴娇阳(1994— ),女,河南焦作人,湖南师范大学旅游学院硕士研究生,研究方向:旅游审美教育。
  • 基金资助:
    湖南省哲学社会科学基金项目“大湘西乡村旅游精准扶贫的农户参与影响机制及其扶持政策研究”(17YBX013);湖南省自然科学基金面上项目“乡村振兴背景下旅游与土地整治融合对农户生计的影响机理研究”(2021JJ30449)

Influencing Factors and Mechanism of Tourists’ Intended Aesthetic Behavior: An Extended Model Based on the TPB

LUO Wenbin(), DING Dexiao, PEI Jiaoyang

  1. College of Tourism, Hunan Normal University, Changsha 410081, China
  • Received:2021-08-10 Revised:2022-03-10 Online:2022-06-30 Published:2022-06-23

摘要:

旅游审美是旅游活动的根本属性,游客审美行为影响研究对深入理解旅游活动审美本质,厘清游客审美行为驱动机制,创建“知美—悟美—尚美”的旅游新风尚,探究旅游高质量发展途径具有重要意义。本研究基于计划行为理论和认知理论,加入旅游审美认知变量,构建了游客审美行为意向影响构念模型,并采用结构方程模型展开了实证研究。研究结果表明:(1)游客审美认知、审美行为态度对旅游审美行为意向具有正向驱动作用,其中审美认知影响作用最大,是关键因素,行为态度次之,是重要因素;(2)游客主观规范、行为控制认知对审美行为态度具有正向主导作用,并通过主导行为态度间接影响审美行为意向。

关键词: 旅游审美; 行为意向; 计划行为理论; 游客

Abstract:

Tourism aesthetics constitute a fundamental attribute of tourism activities. Research on the influence of tourists’ aesthetic behavior has profound significance for a deeper understanding of the aesthetic character of tourism activities, for clarifying the mechanism of tourists’ aesthetic behavior, for setting a new tourism trend of “knowing beauty, appreciating beauty and advocating beauty,” and for exploring what is best in tourism development. Based on the theory of planned behavior (TPB) and cognition, this paper constructs a model of tourists’ aesthetic behavior intention (ABI) by adding tourists’ aesthetic and cognitive variables, and carries out an empirical study by using SEM method. The results show that: (1) tourists’ aesthetic cognition (AC) and aesthetic behavior attitude (ABA) have a positive effect on intended aesthetic behavior, with path coefficients of 0.399 and 0.335 respectively, indicating that AC is the key factor followed by ABA as a supporting factor; (2) tourists’ subjective norms (SN) and perceived behavioral control (PBC) play a leading positive role in ABA, with path coefficients of 0.444 and 0.362 respectively, indirectly influencing ABI through ABA.

Keywords: tourism aesthetics; behavioral intention; TPB; tourists

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