摘要
为应对国际旅游市场日趋激烈的竞争,利用国际游客口碑传播提升我国城市的影响力与吸引力变得尤为重要。本文借鉴旅游目的地已有理论观点,将城市原真性划分为客观原真性和存在原真性两类,探讨城市原真性对国际游客口碑传播的作用机理。通过问卷调研获取583个有效国际游客样本数据,利用SPSS和AMOS统计软件进行实证检验,结果表明:两类城市原真性均能正向影响国际游客的城市依恋和口碑传播,城市依恋进一步对口碑传播有显著影响,而文化认同作为调节变量,强化了客观原真性对城市依恋的正向影响,但对存在原真性与城市依恋关系的调节效应不显著。研究结论能为我国旅游城市通过原真性呈现,形成国际游客的情感联结并提升口碑传播效应提供理论借鉴和管理启示。
In order to cope with the increasingly fierce competition in the international tourism market,it is particularly important to enhance the influence and attraction of Chinese cities through word-of-mouth communication of international tourists.Based on the existing research viewpoints of tourist destinations,the paper divides urban authenticity into objective authenticity and existential authenticity,and discusses the mechanism of urban authenticity on word-of-mouth communication of international tourists.This study investigated 583 valid samples of international tourists and used SPSS and AMOS for statistical analysis.The results showed that two kinds of urban authenticity positively influence the urban attachment and word-of-mouth communication of international tourists,and urban attachment further has a significant impact on word-of-mouth communication.Cultural identity,as a moderating variable,strengthens the positive influence of objective authenticity on urban attachment,but has no significant moderating effect on the relationship between existential authenticity and urban attachment.The conclusion can provide theoretical and management reference for Chinese tourism cities to form the emotional connection of international tourists and enhance the word-of-mouth effect through the presentation of authenticity.
出处
《企业经济》
北大核心
2020年第3期153-160,共8页
Enterprise Economy
基金
重庆市教委人文社会科学研究项目“新时代重庆城市国际传播力现状评价与优化策略研究”(项目编号:18SKGH097)。
关键词
客观原真性
存在原真性
城市依恋
口碑传播
objective authenticity
existential authenticity
urban attachment
word-of-mouth
