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李伟栋
王河
國際旅遊與管理學院
國際旅遊管理博士學位課程(中文學制)
博士
2020
遊客原真性感知 , 價值體驗, 懷舊情感與忠誠度之間的關係 : 以世界文化遺產開平碉樓為案例
The Relationship among Tourists' Authenticity Perception, Value Experience, Nostalgia and Loyalty : A Case Study of Kaiping Barbican, a World Cultural Heritage Site
原真性感知 ;價值體驗 ;懷舊情感 ;忠誠度 ;開平碉樓
Authenticity Perception ; Value Experience ; Nostalgia ; Loyalty ; Kaiping Barbican
本研究為探討顧客參訪世界文化遺產開平碉樓景區影響其心理感受之因素，建立了一個可以體現原真性感知、價值體驗、懷舊情感和忠誠度關係的研究模型，該模型以原真性感知為外源潛變量（引數），以遊客忠誠度為內生潛變量（應變數），以價值體驗和懷舊情感為仲介因素，建立雙仲介因素的結構方程模型，為提升遊客的重遊意願研究有效的對策。
為了完成這一目的，我們調查了遊客對開平碉樓的原真性與價值體驗的認知，通過問卷調查了開平碉樓旅遊價值體驗和懷舊情感的衡量指針與差異化，並分析了開平碉樓原真性感知通過價值體驗與懷舊將情感這兩個仲介因素對遊客忠誠度的影響。也就是說，我們建立了一個以體現原真性感知、價值體驗、懷舊情感和忠誠度關係的研究模型，以原真性感知為外源潛變量（引數），以遊客忠誠度為內生潛變量（應變數），以價值體驗和懷舊情感為仲介因素，建立雙仲介結構方程模型。
針對上述研究內容，我們設計了三步走的研究方法。第一步是設計問卷，確定問卷各維度及其下屬的題目；這一步採用的研究方法是初始問卷結合非結構式訪談，針對的研究物件是景區的遊客、居民和相關領域的專家。第二步是預調研，需要驗證我們所建立的模型的適當性；基於第一步形成的初版問卷，在互聯網上發出電子版問卷，在三個月內共回收問卷1200，其中有效問卷1152份，有效回收率為96%。通過這些有效問卷，我們通過其中一半的研究物件進行探索性因素分析，對另一半的研究物件進行驗證性因素分析；所得到的結構方程的優度擬合指數都在優良的範圍內（ =2.13，RMSEA=0.050，NFI=0.97，TLI=0.98。CFI=0.98，GFI=0.92）；根據其中體現的問題，我們對少數幾個問題進行了微調，由此得到第二版的問卷。第三步就是正式調研，就是解決本研究所研究的主題；基於第二版的問卷，在互聯網上針對中國人和來自世界各地的華僑，總共回收問卷1300份，有效問卷1216份，有效回收率93.54%。計算發現，我們的資料能夠跟結構方程模型有很好的擬合性，達到了我們的研究目的。
通過此模型研究，作者發現：（1）不同類型的遊客，在原真性感知、價值體驗、懷舊情懷和重遊意願四個方面存在著的一定程度的差異；（2）任何兩個潛變量之間都具有顯著正向的相關性；（3）價值體驗和懷舊情懷的仲介效應十分顯著。
為了完成這一目的，我們調查了遊客對開平碉樓的原真性與價值體驗的認知，通過問卷調查了開平碉樓旅遊價值體驗和懷舊情感的衡量指針與差異化，並分析了開平碉樓原真性感知通過價值體驗與懷舊將情感這兩個仲介因素對遊客忠誠度的影響。也就是說，我們建立了一個以體現原真性感知、價值體驗、懷舊情感和忠誠度關係的研究模型，以原真性感知為外源潛變量（引數），以遊客忠誠度為內生潛變量（應變數），以價值體驗和懷舊情感為仲介因素，建立雙仲介結構方程模型。
針對上述研究內容，我們設計了三步走的研究方法。第一步是設計問卷，確定問卷各維度及其下屬的題目；這一步採用的研究方法是初始問卷結合非結構式訪談，針對的研究物件是景區的遊客、居民和相關領域的專家。第二步是預調研，需要驗證我們所建立的模型的適當性；基於第一步形成的初版問卷，在互聯網上發出電子版問卷，在三個月內共回收問卷1200，其中有效問卷1152份，有效回收率為96%。通過這些有效問卷，我們通過其中一半的研究物件進行探索性因素分析，對另一半的研究物件進行驗證性因素分析；所得到的結構方程的優度擬合指數都在優良的範圍內（ =2.13，RMSEA=0.050，NFI=0.97，TLI=0.98。CFI=0.98，GFI=0.92）；根據其中體現的問題，我們對少數幾個問題進行了微調，由此得到第二版的問卷。第三步就是正式調研，就是解決本研究所研究的主題；基於第二版的問卷，在互聯網上針對中國人和來自世界各地的華僑，總共回收問卷1300份，有效問卷1216份，有效回收率93.54%。計算發現，我們的資料能夠跟結構方程模型有很好的擬合性，達到了我們的研究目的。
通過此模型研究，作者發現：（1）不同類型的遊客，在原真性感知、價值體驗、懷舊情懷和重遊意願四個方面存在著的一定程度的差異；（2）任何兩個潛變量之間都具有顯著正向的相關性；（3）價值體驗和懷舊情懷的仲介效應十分顯著。
The purpose of this study is to explore the factors that affect the psychological feelings of customers visiting the world cultural heritage site of kaiping diaolou. We established a research model to reflect the relationship between authenticity perception, experience value, nostalgia emotion and loyalty, taking authenticity and tourist loyalty as two exogenous latent variables. The experience value and nostalgia emotion as intermediary factors in establishing a double intermediary factor.
To accomplish this goal, we investigate the tourists’cognitive of authenticity and experience value, measured the indicators and differences of the experience value and nostalgia emotion of the tourists by questionnaire, also analyzed the influence of the authenticity perception on tourists' loyalty through the two intermediary factors of experience value and nostalgia emotion. We established a model to reflect the authenticity, experience value, nostalgia and loyalty, with the authenticity perception as exogenous latent variables, tourist loyalty as endogenous latent variable, experience value and nostalgia for placement factor. It is a double placement structural equation model.
In view of the above research content, we designed a three-step research method. The first step is to design the questionnaire and determine the questions of each dimension and its subordinate. This step adopts the research method of initial questionnaire survey combined with non-structured interview, aiming at tourists, residents of the scenic spot, and experts in related fields.
The second step is the pre-investigation, which needs to verify the suitability of our model. Based on the first version of the questionnaire formed in the first step, the electronic version was sent out on the Internet, and a total of 1200 questionnaires were recovered within three months, of which 1,152 were valid, with an effective recovery rate of 96%. Through these valid questionnaires, we conducted exploratory factor analysis on half of the subjects and confirmatory factor analysis on the other half. The goodness-fitting indices of the obtained structural equations are all within a good range ( =2.13, RMSEA=0.050, NFI=0.97, TLI=0.98). CFI=0.98, GFI=0.92); According to the questions embodied in it, we fine-tuned a few questions to obtain the second version of the questionnaire.
The third step is the formal investigation, which is to solve the subject of the research; Based on the second version of the questionnaire, a total of 1,300 questionnaires were collected from Chinese people and overseas Chinese from all over the world on the Internet, of which 1,216 were valid, with an effective recovery rate of 93.54%. It is found that our data fit well with the structural equation model, and achieve our research purpose.
Through this model study, the author found: (1) differences in authenticity perception, experience value, nostalgia and willingness to revisit among tourists in different groups; (2) there is a significant positive correlation between any two potential variables; (3) the intermediary effect of experience value and nostalgia is very significant.
To accomplish this goal, we investigate the tourists’cognitive of authenticity and experience value, measured the indicators and differences of the experience value and nostalgia emotion of the tourists by questionnaire, also analyzed the influence of the authenticity perception on tourists' loyalty through the two intermediary factors of experience value and nostalgia emotion. We established a model to reflect the authenticity, experience value, nostalgia and loyalty, with the authenticity perception as exogenous latent variables, tourist loyalty as endogenous latent variable, experience value and nostalgia for placement factor. It is a double placement structural equation model.
In view of the above research content, we designed a three-step research method. The first step is to design the questionnaire and determine the questions of each dimension and its subordinate. This step adopts the research method of initial questionnaire survey combined with non-structured interview, aiming at tourists, residents of the scenic spot, and experts in related fields.
The second step is the pre-investigation, which needs to verify the suitability of our model. Based on the first version of the questionnaire formed in the first step, the electronic version was sent out on the Internet, and a total of 1200 questionnaires were recovered within three months, of which 1,152 were valid, with an effective recovery rate of 96%. Through these valid questionnaires, we conducted exploratory factor analysis on half of the subjects and confirmatory factor analysis on the other half. The goodness-fitting indices of the obtained structural equations are all within a good range ( =2.13, RMSEA=0.050, NFI=0.97, TLI=0.98). CFI=0.98, GFI=0.92); According to the questions embodied in it, we fine-tuned a few questions to obtain the second version of the questionnaire.
The third step is the formal investigation, which is to solve the subject of the research; Based on the second version of the questionnaire, a total of 1,300 questionnaires were collected from Chinese people and overseas Chinese from all over the world on the Internet, of which 1,216 were valid, with an effective recovery rate of 93.54%. It is found that our data fit well with the structural equation model, and achieve our research purpose.
Through this model study, the author found: (1) differences in authenticity perception, experience value, nostalgia and willingness to revisit among tourists in different groups; (2) there is a significant positive correlation between any two potential variables; (3) the intermediary effect of experience value and nostalgia is very significant.
2021
中文
254
致 謝 I
摘 要 III
Abstract V
目 錄 VIII
圖目錄 XIII
表目錄 XIV
第一章 緒論 1
1.1 研究背景 1
1.1.1 現實背景 2
1.1.2 理論背景 4
1.2 研究意義 6
1.2.1 現實意義 6
1.2.2 理論意義 8
1.3 研究目的和內容 10
1.3.1 研究目的 10
1.3.2 研究內容 10
1.4 研究方法 11
1.4.1 訪談法 11
1.4.2 特定的統計方法 12
1.4.3 非結構訪談法 12
1.5 研究思路技術路線圖 13
1.6 研究創新點與難點 15
1.6.1 研究創新點 15
1.6.2 研究難點 15
1.7 名詞解釋 16
1.7.1 文化遺產 16
1.7.2 原真性感知 21
1.7.3 價值體驗 23
1.7.4 懷舊情感 25
第二章 文獻綜述 29
2.1 原真性感知的相關研究 29
2.1.1 原真性的概念與內涵 30
2.1.2 原真性感知的測量維度 34
2.1.3 原真性感知的研究述評 36
2.2 遊客價值體驗及其相關研究 40
2.2.1 價值體驗的概念與內涵 40
2.2.2 遊客價值體驗的測量維度 46
2.2.3 遊客價值體驗的研究述評 52
2.3 懷舊情感相關研究 59
2.3.1 懷舊情感的概念與內涵 59
2.3.2 懷舊情感的測量維度 68
2.3.3 懷舊情感的研究述評 77
2.4 遊客忠誠度相關研究 79
2.4.1 遊客忠誠度的概念與內涵 80
2.4.2 遊客忠誠度的測量維度 86
2.4.3 有關遊客忠誠度研究述評 93
2.5 變數之間的相互關係 98
2.5.1 原真性感知與價值體驗的關係 98
2.5.2 原真性感知與忠誠度的關係 101
2.5.3 價值體驗與忠誠度的關係 104
2.5.4 懷舊情感與忠誠度的關係 107
2.5.5 價值體驗與懷舊情感的關係 108
2.5.6 價值體驗與懷舊情感作為仲介 109
2.6 關於開平碉樓的研究 110
第三章 研究設計與方法 117
3.1 研究模型 117
3.2 研究假設 121
3.3 問卷設計 125
3.3.1 變數的操作性定義 125
3.3.2 量表設計 127
3.4 研究對象及抽樣 128
3.4.1 問卷設計階段 129
3.4.2 預調研與正式調研階段 129
3.5 預調研 131
3.5.1 問卷修正 131
3.5.2 預調研描述性統計分析 132
3.5.3 信效度檢驗 135
3.6 資料分析方法 139
3.6.1 描述性統計分析 139
3.6.2 信度與效度分析 140
3.6.3 結構方程模型分析 142
3.6.4 探索性因素分析 142
3.6.5 相關性分析 143
第四章 實證分析 145
4.1 研究案例地概況 145
4.1.1 開平碉樓景區概況 145
4.1.2 開平碉樓景區旅遊業發展概況 154
4.1.3 開平碉樓景區旅遊真實情況分析 156
4.2 樣本特徵分析 159
4.3 差異度分析 162
4.3.1 遊客性別的差異性分析 162
4.3.2 遊客年齡的差異性分析 164
4.4 信度和效度檢驗 172
4.5 測量模型分析 173
4.5.1 模型適配度檢驗 174
4.5.2 區分效度檢驗 176
4.5.3 共同方法偏差檢驗 176
4.5.4 假設檢驗總和模型路徑分析 178
第五章 研究結論與建議 186
5.1 研究結論 186
5.1.1 原真性感知與價值體驗的相關性 186
5.1.2 原真性感知與懷舊情感的相關性 187
5.1.3 價值體驗與懷舊情感的相關性 188
5.1.4 價值體驗與忠誠度的相關性 189
5.1.5 懷舊情感與忠誠度的相關性 191
5.1.6 原真性認知與忠誠度的相關性 192
5.1.7 仲介效應 193
5.2 研究討論 193
5.3 理論貢獻 198
5.4 研究管理啟示 199
5.5 研究局限與展望 201
5.5.1 研究局限 201
5.5.2 研究展望 203
參考文獻 204
作者簡歷 238
附錄1：專家訪談問卷 240
一、 針對原真性感知 241
二、 針對價值體驗 241
三、 懷舊情感 241
四、 忠誠度 241
五、 各維度之間相關性 242
附錄2：開平碉樓預調研問卷 243
一、 篩選題 243
二、 原真性感知 243
三、 價值體驗 245
四、 懷舊情感 246
五、 忠誠度 247
六、 個人資訊 248
附錄3：開平碉樓主調研問卷 250
一、 篩選題 250
二、 原真性感知 251
三、 價值體驗 251
四、 懷舊情感 252
五、 忠誠度 253
六、 個人資訊 254
摘 要 III
Abstract V
目 錄 VIII
圖目錄 XIII
表目錄 XIV
第一章 緒論 1
1.1 研究背景 1
1.1.1 現實背景 2
1.1.2 理論背景 4
1.2 研究意義 6
1.2.1 現實意義 6
1.2.2 理論意義 8
1.3 研究目的和內容 10
1.3.1 研究目的 10
1.3.2 研究內容 10
1.4 研究方法 11
1.4.1 訪談法 11
1.4.2 特定的統計方法 12
1.4.3 非結構訪談法 12
1.5 研究思路技術路線圖 13
1.6 研究創新點與難點 15
1.6.1 研究創新點 15
1.6.2 研究難點 15
1.7 名詞解釋 16
1.7.1 文化遺產 16
1.7.2 原真性感知 21
1.7.3 價值體驗 23
1.7.4 懷舊情感 25
第二章 文獻綜述 29
2.1 原真性感知的相關研究 29
2.1.1 原真性的概念與內涵 30
2.1.2 原真性感知的測量維度 34
2.1.3 原真性感知的研究述評 36
2.2 遊客價值體驗及其相關研究 40
2.2.1 價值體驗的概念與內涵 40
2.2.2 遊客價值體驗的測量維度 46
2.2.3 遊客價值體驗的研究述評 52
2.3 懷舊情感相關研究 59
2.3.1 懷舊情感的概念與內涵 59
2.3.2 懷舊情感的測量維度 68
2.3.3 懷舊情感的研究述評 77
2.4 遊客忠誠度相關研究 79
2.4.1 遊客忠誠度的概念與內涵 80
2.4.2 遊客忠誠度的測量維度 86
2.4.3 有關遊客忠誠度研究述評 93
2.5 變數之間的相互關係 98
2.5.1 原真性感知與價值體驗的關係 98
2.5.2 原真性感知與忠誠度的關係 101
2.5.3 價值體驗與忠誠度的關係 104
2.5.4 懷舊情感與忠誠度的關係 107
2.5.5 價值體驗與懷舊情感的關係 108
2.5.6 價值體驗與懷舊情感作為仲介 109
2.6 關於開平碉樓的研究 110
第三章 研究設計與方法 117
3.1 研究模型 117
3.2 研究假設 121
3.3 問卷設計 125
3.3.1 變數的操作性定義 125
3.3.2 量表設計 127
3.4 研究對象及抽樣 128
3.4.1 問卷設計階段 129
3.4.2 預調研與正式調研階段 129
3.5 預調研 131
3.5.1 問卷修正 131
3.5.2 預調研描述性統計分析 132
3.5.3 信效度檢驗 135
3.6 資料分析方法 139
3.6.1 描述性統計分析 139
3.6.2 信度與效度分析 140
3.6.3 結構方程模型分析 142
3.6.4 探索性因素分析 142
3.6.5 相關性分析 143
第四章 實證分析 145
4.1 研究案例地概況 145
4.1.1 開平碉樓景區概況 145
4.1.2 開平碉樓景區旅遊業發展概況 154
4.1.3 開平碉樓景區旅遊真實情況分析 156
4.2 樣本特徵分析 159
4.3 差異度分析 162
4.3.1 遊客性別的差異性分析 162
4.3.2 遊客年齡的差異性分析 164
4.4 信度和效度檢驗 172
4.5 測量模型分析 173
4.5.1 模型適配度檢驗 174
4.5.2 區分效度檢驗 176
4.5.3 共同方法偏差檢驗 176
4.5.4 假設檢驗總和模型路徑分析 178
第五章 研究結論與建議 186
5.1 研究結論 186
5.1.1 原真性感知與價值體驗的相關性 186
5.1.2 原真性感知與懷舊情感的相關性 187
5.1.3 價值體驗與懷舊情感的相關性 188
5.1.4 價值體驗與忠誠度的相關性 189
5.1.5 懷舊情感與忠誠度的相關性 191
5.1.6 原真性認知與忠誠度的相關性 192
5.1.7 仲介效應 193
5.2 研究討論 193
5.3 理論貢獻 198
5.4 研究管理啟示 199
5.5 研究局限與展望 201
5.5.1 研究局限 201
5.5.2 研究展望 203
參考文獻 204
作者簡歷 238
附錄1：專家訪談問卷 240
一、 針對原真性感知 241
二、 針對價值體驗 241
三、 懷舊情感 241
四、 忠誠度 241
五、 各維度之間相關性 242
附錄2：開平碉樓預調研問卷 243
一、 篩選題 243
二、 原真性感知 243
三、 價值體驗 245
四、 懷舊情感 246
五、 忠誠度 247
六、 個人資訊 248
附錄3：開平碉樓主調研問卷 250
一、 篩選題 250
二、 原真性感知 251
三、 價值體驗 251
四、 懷舊情感 252
五、 忠誠度 253
六、 個人資訊 254
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