摘要
在乡村振兴战略背景下,加强乡村旅游地可持续发展至关重要。为乡村旅游地识别和选择符合发展需要和形象宣传的网络代言人成为实现乡村旅游地可持续发展的关键。将网络代言人特质、自我一致性、幸福倾向和重游意愿纳入同一概念框架,对网络代言人特质要素与游客乡村旅游重游意愿间的作用路径及影响机制进行研究,并利用389份消费者样本对假设进行了检验。研究结果表明:网络代言人特质对游客乡村旅游重游意愿有显著正向影响;自我一致性在网络代言人特质与游客乡村旅游重游意愿间发挥中介作用;幸福倾向分别正向调节吸引力和可信度对自我一致性的影响。
In the context of rural revitalization strategy,it is essential to strengthen the sustainable development of rural tourism sites.Identifying and selecting network spokesmen for rural tourism sites who meet development needs and image promotion is the key to achieving sustainable development of rural tourism sites.This paper integrates the traits of network spokesmen,self-consistency,happiness tendency and revisit intention into the same conceptual framework,and studies the role path and influence mechanism between the traits of network spokesmen and tourists′willingness to revisit in rural tourism.The hypothesis is tested by using a sample of 389 consumers.The results show that the traits of network spokesmen have a significant positive impact on tourists′willingness to revisit.Self-consistency plays a mediating role between the traits of network spokesmen and tourists′willingness to revisit.Happiness tendency positively regulates the effects of attractiveness and trustworthiness on self-consistency,respectively.
作者
才凌惠
曹斌
张启尧
刘禹含
CAI Linghui;CAO Bin;ZHANG Qiyao;LIU Yuhan(School of Economics and Management,East China University of Technology,Nanchang 330013,China)
出处
《东华理工大学学报（社会科学版）》
2023年第4期328-335,共8页
Journal of East China University of Technology(Social Science)
基金
抚州市社会科学规划项目“基于游客幸福感视角的抚州市乡村旅游可持续发展路径研究”(18sk011)
东华理工大学研究生创新专项资金项目“乡村旅游地网络代言人特质与游客重游意愿形成机制研究”(DHYC-202351)。
关键词
网络代言人特质
乡村旅游
重游意愿
幸福倾向
network spokesman traits
rural tourism
willingness to revisit
happiness tendency
