乌镇旅游者原真性感知对重游意愿的影响——地方依恋的中介作用

The Influence of Tourists’ Authenticity Perception in Wuzhen on Their Willingness to Revisit—The Mediating Role of Local Attachment

摘要: 近年来，古镇旅游、特色小镇建设热潮逐渐退去，众多古镇景区面临发展困境；而消费升级背景下，游客对旅游体验、旅游产品要求逐步提高，传统的风景观光型旅游产品难以满足其需求，其对原真性的追求构成了重要的旅游动机。重游率可以反映旅游的成熟程度及游客对该地的满意度水平。文章以乌镇为案例地，基于网络游记和旅游者问卷调查数据，挖掘提炼乌镇游客原真性感知要素及维度，探究了原真性对重游意愿的作用机制及地方依恋的中介作用。研究发现：客观和存在两类原真性对旅游者重游意愿的影响作用机制存在差异性，除对重游意愿的直接影响外，存在原真性也可经由地方依赖间接影响重游意愿。文章结合使用大小数据，交叉验证乌镇旅游者原真性感知的要素及维度，对原真性中客观和存在两分支、地方依恋两维度的审度丰富了已有的学术认知，也为优化旅游地管理建设提供了新思路。

Abstract: In recent years, the boom in the construction of ancient towns and characteristic towns has gradually receded, and many ancient towns and scenic spots are facing development difficulties. While in the context of consumption upgrading, tourists’ requirements for tourism experience and tourism products have progressively increased so that traditional scenic tourism products can hardly meet their needs. Their pursuit of originality constitutes an important tourism motivation. Meanwhile, the revisit rate can reflect the maturity of a tourist destination and the level of tourists’ satisfaction with the place. The article chooses Wuzhen as a case study, based on online travelogues and tourist questionnaire data, to extract the elements and dimensions of tourists’ perception of authenticity in Wuzhen, and explores the mechanism of authenticity on the willingness to revisit and the mediating role of place attachment. The study finds that there are differences in the mechanisms of influence of objective and existential authenticity on tourists’ intention to revisit Wuzhen, and that apart from the direct influence on the willingness to revisit, existential authenticity can also indirectly influence the intention to revisit through place attachment. The article combines the use of large and small data to cross-check the elements and dimensions of the perceived authenticity of Wuzhen tourists, enriching the existing academic knowledge by examining the objective and existential branches of authenticity and the two dimensions of place attachment, and eventually providing new ideas for the optimisation of tourism place management.