摘要
以积极情绪扩建理论为基础,从怀旧情绪出发,构建地方依恋为中介变量,怀旧倾向作为调节变量的理论模型,旨在聚焦历史文化街区带给游客的怀旧体验的同时,关注游客的情感价值,并探讨游客内在怀旧特质的作用,以进一步深化怀旧情绪与游客忠诚之间的作用机制。实证结果表明,(1)怀旧情绪正向影响地方依恋和游客忠诚。(2)怀旧情绪通过地方依恋对游客忠诚产生显著的正向间接影响。(3)怀旧倾向在怀旧情绪→游客忠诚的结构关系中具有正向调节作用。据此,提出有效强化游客的怀旧情绪,积极培育游客的地方依恋,重点关注游客的情感价值,采取差异化的营销措施,以增强游客的怀旧体验,提升历史文化街区的游客忠诚。
Based on the theory of positive emotion expansion and starting from nostalgia,the article constructs a theoretical model with local attachment as the intermediary variable and nostalgia as the moderating variable.It aims to focus on the nostalgic experience brought to tourists by historical and cultural blocks,and at the same time pay attention to the emotional value of tourists,and explore the role of tourists’internal nostalgia trait,so as to further deepen the mechanism of tourists’nostalgia and loyalty.The results show as follows:(1)Nostalgia emotion has a positive effect on local attachment and tourist loyalty.(2)Nostalgia has a significant positive and indirect effect on tourist loyalty through local attachment.(3)Nostalgia has a positive moderating role in the structural relationship between nostalgia and loyalty.Therefore,it is proposed to effectively strengthen the tourists’nostalgia,actively cultivate the tourists’local attachment,focus on the tourists’emotional value,and take differentiated marketing measures,so as to enhance the nostalgia experience of tourists and promote the tourist loyalty in historical and cultural blocks.
作者
侯志强
曹咪
HOU Zhi-qiang;CAO Mi
出处
《华侨大学学报（哲学社会科学版）》
CSSCI
北大核心
2020年第6期26-42,79,共18页
Journal of Huaqiao University(Philosophy & Social Sciences)
基金
国家社会科学基金(18BGL155)
华侨大学研究生科研创新能力培育计划项目(18013121001)。
关键词
怀旧情绪
游客忠诚
地方依恋
历史文化街区
nostalgia
tourist loyalty
local attachment
historical and cultural blocks
