游客感知价值与认同对旅游消费意愿的影响研究

Research on the Impact of Tourists’ Perceived Value and Identity on Tourism Consumption Intention

摘要: 旅游消费意愿对提高地区旅游效率、带动地区经济发展具有重要意义。以旅游名城重庆市为例，基于SOR理论构建出目的地形象–感知价值与认同–旅游消费意愿，引入旅游经验作为调节变量，并运用结构方程验证假设，结果表明：(1) 感知价值、地方认同、文化认同对旅游消费意愿均具有显著性影响，其中文化认同的影响力最强，感知价值次之，地方认同最小。(2) 地方认同、文化认同在感知价值和旅游消费意愿之间均发挥着中介效应，表现为部分中介效应。(3) 旅游经验在“感知价值→旅游消费意愿”、“地方认同→旅游消费意愿”关系结构中具有显著的调节作用，在“文化认同→旅游消费意愿”调节作用不显著。研究为旅游目的地的旅游消费意愿研究提供了新的视角，具有重要的参考意义。

Abstract: Tourism consumption intention is of great significance for improving regional tourism efficiency and promoting regional economic development. Taking Chongqing, a famous tourist city, as the research case, this study constructs a framework of “destination image - perceived value and identity - tourism consumption intention” based on the SOR theory, introduces tourism experience as a moderating variable, and tests the hypotheses using structural equation modeling. The results show that:(1) Perceived value, place identity, and cultural identity all exert significant positive effects on tourism consumption intention, among which cultural identity has the strongest impact, followed by perceived value, and place identity is the weakest. (2) Place identity and cultural identity both play partial mediating roles in the relationship between perceived value and tourism consumption intention. (3) Tourism experience significantly moderates the relationships from perceived value and place identity to tourism consumption intention, but its moderating effect on the link between cultural identity and tourism consumption intention is not significant. This study provides a new perspective for research on tourism consumption intention and offers important implications for tourism destinations.