旅游真实性感知对游客推荐意愿的影响机制研究

Research on the Influencing Mechanism of Tourism Authenticity Perception on Tourists’ Recommendation Intention

摘要: 古城蕴含着丰富的历史文化底蕴，是极为重要的旅游资源，但近年来却出现了古城过度商业化的现象，游客已然难以感受到其原有的自然真实性。能否厘清真实性感知与推荐意愿之间的关系，关乎着旅游地能否实现长远的发展，因此，只有找到其中的作用机制，才能为旅游地的发展提供引擎和动力。文章以SOR理论为基础，引入体验质量、地方认同等变量，构建了真实性感知与推荐意愿关系的模型，并以云南丽江古城为样本地，探究真实性感知如何引发游客的推荐意愿。在对200份有效问卷进行分析后发现：旅游真实性感知能正向引发游客推荐意愿，在这一过程中，旅游体验质量承担了中介作用。因此，旅游地应该营造自然、真实的旅游体验环境，通过给游客提供优质的体验服务，并增强游客对旅游地的认同感和归属感，以增强游客对景区的推荐意愿，从而促进旅游地的可持续发展。

Abstract: The ancient city contains rich historical and cultural heritage and is an extremely important tourism resource, but in recent years, there has been an excessive commercialization of the ancient city, and it is difficult for tourists to feel its original natural authenticity. Whether the relationship between authenticity perception and recommendation intention can be clarified is related to whether the tourism destination can achieve long-term development, so only by finding the mechanism of the role of which, can we provide the engine and power for the development of the tourist destination. Based on SOR theory, this paper constructs a model of the relationship between authenticity perception and recommendation intention by introducing variables such as experience quality and local identity, and takes the ancient city of Lijiang in Yunnan Province as a sample to explore how authenticity perception triggers tourists’ recommendation intention. After analyzing 200 valid questionnaires, it is found that the perception of tourism authenticity can positively trigger tourists’ recommendation intention, and in this process, the quality of tourism experience plays a mediating role. Therefore, tourist destinations should create a natural and real tourism experience environment, provide tourists with high-quality experience services, and enhance tourists’ identification and sense of belonging to the tourist destination, so as to enhance tourists’ recommendation intention scenic spots, promoting the sustainable development of tourist destinations.