沉浸式体验对游客游后行为意向的影响研究——以中国丝绸博物馆为例

Research on the Influence of Immersive Experience on Tourists’ Post-Trip Behavioral Intentions—A Case Study of the China National Silk Museum

摘要: 该研究以中国丝绸博物馆为案例，综合运用文献研究、理论演绎与归纳、实证研究等方法，深入探究沉浸式体验以及游客满意度，游后行为意向的相互关系。在深入剖析沉浸式旅游体验、游客满意度和游后行为意向之间的关系时，本研究构建了专门的理论模型，并提出一系列假设，随后展开严谨验证。研究结果显示，游客在参观过程中获得的教育体验、娱乐体验、审美体验以及逃避体验，均会对其满意度产生积极作用。教育体验、娱乐体验和审美体验不仅能提升游客满意度，还对游后行为意向有着正向影响，促使游客产生再次参观或向他人推荐的意愿。不过逃避体验虽能让游客满意度有所提升，但在影响游后行为意向上，其正向作用并不明显。游客满意度在沉浸式旅游体验与游后行为意向之间发挥着关键的中介作用，游客满意度越高，越容易激发积极的游后行为意向。该研究为博物馆旅游发展提供理论依据，也为提升游客体验、促进博物馆旅游可持续发展提供参考。

Abstract: This study takes the China National Silk Museum as a case and comprehensively applies methods such as literature research, theoretical deduction and induction, and empirical research to deeply explore the interrelationships among immersive experiences, tourist satisfaction, and post-trip behavioral intentions. When deeply analyzing the relationships among immersive tourism experiences, tourist satisfaction, and post-trip behavioral intentions, this study constructs a specific theoretical model, proposes a series of hypotheses, and then conducts rigorous verification. The research results show that the educational, entertainment, aesthetic, and escape experiences obtained by tourists during their visits all have a positive impact on their satisfaction. Specifically, educational, entertainment, and aesthetic experiences can not only enhance tourist satisfaction but also have a positive influence on post-trip behavioral intentions, prompting tourists to have the intention of revisiting or recommending to others. However, although the escape experience can increase tourist satisfaction, its positive effect on post-trip behavioral intentions is not significant. Tourist satisfaction plays a key mediating role between immersive tourism experiences and post-trip behavioral intentions. The higher the tourist satisfaction, the more likely it is to stimulate positive post-trip behavioral intentions. This study provides a theoretical basis for the development of museum tourism and also offers references for enhancing tourists’ experiences and promoting the sustainable development of museum tourism.