摘要
与南太平洋地区缔结良好的区域旅游合作关系意义深远,但作为两地重要联结的南岛语族文化是否有助于提升中国游客对南太平洋地区旅游目的地形象感知尚不明确。将文化认同理论与认知—情感—意动理论相结合,对南岛语族文化驱动南太平洋地区旅游目的地形象的构建机制进行实证研究。结果表明,南岛语族文化认同能够正向驱动南太平洋地区旅游目的地的认知形象、情感形象与意动形象,情感形象在认知形象与意动形象之间起到中介作用。建议通过完善南岛语族文化叙事,促使中国潜在游客形成文化认同,驱动认知形象、情感形象与意动形象的提升,进而增强前往南太平洋地区旅游的意愿。
Establishing a solid regional tourism cooperation between China and the South Pacific region is of significant strategic importance to both parties.As an important cultural bond between the two regions,the Austronesian culture's role in shaping the perception of the South Pacific as a tourist destination for Chinese visitors is not yet clear.This study integrates cultural identity theory with cognitive-affective-conative theory to conduct an empirical study on how Austronesian culture drives the construction of the South Pacific's tourism destination image.The research findings indicate that the cultural identity of the Austronesians significantly fosters a positive cognitive,affective,and conative image of the South Pacific region among Chinese visitors,while the affective image of the tourism destination acts as a mediator between the cognitive and conative images.It is recommended to enrich the narrative of Austronesian culture,and guide potential Chinese visitors in establishing cultural identity to strengthen their tourism interest in the South Pacific region.
作者
郑文娟
郑雅频
张琳
蓝雪平
Zheng Wenjuan;Zheng Yapin;Zhang Lin;Lan Xueping
出处
《文化产业研究》
2024年第2期99-113,共15页
Cultural Industry Research
基金
教育部人文社会科学研究一般项目“数字技术赋能文化与旅游深度融合的机制与路径研究”(22YJC790183)
福建省社会科学基金一般项目“福建省数字经济与文旅产业融合发展机制与对策研究”(FJ2021B042)的阶段性研究成果。
