游客打卡标语型语言景观的身份认同与行为意向研究——以“我在重庆”为例

Research on Identity and Behavioral Intention of Tourist Check-In Slogan-Type Linguistic Landscape—A Case Study of “I’m in Chongqing”

摘要: 在数字传播驱动下，标语型语言景观网红打卡现象涌现，作为目的地形象建构与游客行为引导的核心媒介，研究语言景观如何引起游客打卡行为具有重要意义。以重庆观音桥商圈“我在重庆”为案例，通过实地问卷调查与结构方程模型检验探讨身份认同在标语型语言景观感知与网红打卡中的中介作用。研究发现：① 信息性与象征性均显著正向影响游客身份认同；② 二者都直接促进行为意向，又部分通过身份认同间接发挥作用；③ 身份认同在两条路径中均呈显著部分中介。标语型网红打卡行为背后的心理动因是游客通过感知语言景观与地方产生人地联结，是游客身份认同的建构，游客通过打卡行为，完成了自我身份的异地延伸。

Abstract: Driven by digital communication, the phenomenon of tourists checking in at slogan-type linguistic landscape “internet-famous” attractions has emerged. As a core medium for destination image construction and tourist behavior guidance, it is of great significance to study how linguistic landscapes trigger tourist check-in behavior. Taking the “I’m in Chongqing” sign in Chongqing’s Guanyinqiao commercial district as a case, this study employs field questionnaire surveys and structural equation modeling to examine the mediating role of identity in the relationship between tourists’ perception of slogan-type linguistic landscapes and their check-in behavior. The findings reveal that: (1) Both informativeness and symbolism significantly and positively influence tourists’ identity; (2) Both dimensions directly promote behavioral intention while also exerting indirect effects partially through identity; (3) Identity plays a significant partial mediating role in both pathways. The underlying psychological motivation behind check-in behavior at slogan-type “internet-famous” attractions is that tourists establish a people-place connection with the locale through perceiving the linguistic landscape, which constitutes the construction of tourists’ identity. Through check-in behavior, tourists complete the extension of their self-identity to another place.