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吴成栋
段夏蕾
國際旅遊與管理學院
國際款待與旅遊業管理碩士學位課程 (英文學制)
碩士
2023
游客少數民族文化感知對游客重游意願的影響 : 以貴州省西江千戶苗寨為例
The influence of tourists' cultural perception of ethnic minorities on willingness to re-visit : A case study of Qianhu Miao Village in Xijiang, Guizhou Province
少數民族文化感知 ; 難忘的旅遊體驗 ; 地方依戀 ; 遊客滿意度 ; 遊客重游意願
Minority cultural perception ; Memorable tourism experiences ; Place attachment ; Tourist satisfaction ; Tourists’ willingness to re-visit
公開日期：30/5/2027
近年來，人們對多元文化的熱情使得民族文化旅遊逐漸成為旅遊市場的熱門選擇。中國作為一個擁有豐富多樣的少數民族文化的國家，自然成為許多遊客的目的地。遊客不僅想看到獨特的民族風情，還想深入其中，體驗不同的文化氛圍。在全球旅遊市場快速變化和新興旅遊趨勢的推動下，瞭解和把握遊客的高度流動性至關重要。為了應對這一挑戰，旅遊景點需要不斷創新，創造令人難忘的旅遊體驗，緊密圍繞遊客的需求和期望，從而增強他們的歸屬感，提高回頭率。本研究以貴州西江苗寨為例，通過整合“理性”感知形象和“感性”地方依戀、難忘旅遊體驗和遊客滿意度，深入探討少數民族文化感知對遊客重游意願的影響機制。本研究遵循“認知-情感-行為傾向”的研究路徑，將遊客在少數民族文化景區的文化感知作為“認知”層面，將地方依戀、難忘旅遊體驗和遊客滿意度作為“情感”層面，重訪意願反映了遊客的“行為傾向”。在這個框架中，我們關注難忘的旅遊體驗、地方依戀和遊客滿意度作為仲介變數如何調節遊客對少數民族文化的感知與他們的重游意願之間的關係。為了驗證這些假設，我們採用實地走訪和網路調查相結合的方法收集資料，並使用結構方程模型和SPSS 26.0、AMOS 23.0等統計軟體進行深入分析。結果表明:少數民族文化感知顯著提高旅遊者的難忘體驗、地方依戀和滿意度;這些積極的情感體驗和滿足，進一步增強了遊客的回訪意願。同時，難忘的旅遊體驗和地方依戀對遊客滿意度也有顯著的正向影響。最後，在難忘體驗、地方依戀和滿意度的仲介作用下，遊客對少數民族文化的感知間接增強了遊客的再游意願。本研究不僅為理解遊客重游意願提供了新的視角，也為旅遊目的地更好地滿足遊客需求、提升遊客體驗提供了有益的啟示。
In recent years, people's enthusiasm for multi-culture makes ethnic culture tourism gradually become a popular choice in the tourism market. China, as a country with rich and diverse minority cultures, has naturally become a destination for many tourists. Tourists not only want to see the unique ethnic customs, but also want to go deep into it and experience different cultural atmosphere. Driven by rapid changes in the global travel market and emerging travel trends, it is critical to understand and grasp the heavy mobility of tourists. In order to meet this challenge, tourist attractions need to constantly innovate and create memorable travel experiences that closely revolve around the needs and expectations of visitors, thereby enhancing their sense of belonging and increasing return rates. Taking Xijiang Miao Village in Guizhou Province as an example, this study deeply explored the mechanism of the influence of ethnic minority cultural perception on tourists' willingness to re-visit by integrating "rational" perceived image and "perceptual" place attachment, memorable tourism experiences and tourists' satisfaction. Following the research path of "cognitive-emotion-behavioral tendency", this study regards tourists' cultural perception in ethnic minority cultural scenic spots as the "cognitive" level, place attachment, memorable tourism experiences and tourists' satisfaction as the "emotional" level, and the willingness to revisit reflects the tourists' "behavioral tendency". In this framework, we focus on how memorable tourism experiences, place attachment, and tourist satisfaction as mediating variables regulate the relationship between tourists' perceptions of ethnic minority culture and their willingness to revisit. To verify these hypotheses, we used a combination of field visits and network surveys to collect data, and conducted in-depth analysis using structural equation models and statistical software such as SPSS 26.0 and AMOS 23.0. The results show that ethnic minority cultural perception significantly improves tourists' unforgettable experience, place attachment and satisfaction; These positive emotional experiences and satisfaction further enhance tourists' willingness to revisit. At the same time, memorable tourism experiences and place attachment also have a significant positive impact on tourist satisfaction. Finally, the tourists' perception of minority culture indirectly enhances their willingness to re-visit under the co-mediating effect of unforgettable experience, place attachment and satisfaction. This study not only provides a new perspective for understanding tourists' willingness to re-visit, but also provides useful enlightenment for tourist destinations to better meet tourists' needs and improve tourists' experience.
2024
英文
108
Abstract III
Figures VII
Tables VIII
Chapter One Introduction 1
1.1 Research Background 1
1.2 Research Questions 5
1.3 Research Purpose 6
1.4 Research Significance 7
1.5 Research Methods 8
1.5.1 Questionnaire Survey Method 8
1.5.2 SEM Analysis 9
1.6 Research Content and Structure 9
Chapter Two Literature Review 13
2.1 Destination Image Perception 13
2.2 Memorable Tourism Experiences (MTEs) 16
2.3 Place Attachment (PA) 18
2.4 Tourist Satisfaction 19
2.5 Tourists' Willingness to Re-visit 21
2.6 Theoretical Basis 24
2.6.1 ABC Attitude Model 24
2.6.2 S-O-R Model 26
2.6.3 Place Attachment Development Theory 27
2.7 Research Hypothesis and Research Model 27
2.7.1 Research Hypothesis 27
2.7.2 Research Model 38
Chapter Three Methodology 40
3.1 Research Site 40
3.2 Questionnaire Design 44
3.3 Data Analysis Method 49
3.4 Pilot Study 49
3.5 Sample Method and Data Collection 51
Chapter Four Empirical Analysis 53
4.1 Descriptive Analysis 53
4.2 Reliability Analysis 54
4.3 Validity Analysis 55
4.4 Exploratory Factor Analysis 57
4.5 Confirmatory Factor Analysis 60
4.6 Hypothesis Test 62
4.7 Mediating Effect Test 65
Chapter Five Conclusion and Discussion 68
5.1 Conclusion 68
5.1.1 Influence of Ethnic Minorities' Cultural Perception on Memorable Tourism Experiences, Place Attachment, Tourists' Satisfaction and Willingness to Revisit. 68
5.1.2 The Impact of Memorable Tourism Experiences on Place Attachment, Tourist Satisfaction and Willingness to Re-visit. 70
5.1.3 Impact of Place Attachment on Tourists' Satisfaction and Willingness to Re-visit 71
5.1.4 The Mediating Role of Memorable Tourism Experiences, Place Attachment and Tourist Satisfaction in the Influence of Ethnic Minority Cultural Perception on Re-visit Intention. 72
5.1.5 Place Attachment Does Not Play a Mediating Role in Memorable Tourism Experiences and Willingness to Revisit 75
5.2 Discussion 75
5.2.1 Create A Stronger Cultural Environment for Ethnic Minorities and Enhance Tourists' Unforgettable Experience 76
5.2.2 Meet the Various Needs of Tourists and Cultivate Local Attachment 77
5.2.3 Theoretical Contributions 79
5.2.4 Practical Implications 79
5.3 Limitations and Future 80
References 83
Curriculum Vitae 97
Appendices 99
Figures VII
Tables VIII
Chapter One Introduction 1
1.1 Research Background 1
1.2 Research Questions 5
1.3 Research Purpose 6
1.4 Research Significance 7
1.5 Research Methods 8
1.5.1 Questionnaire Survey Method 8
1.5.2 SEM Analysis 9
1.6 Research Content and Structure 9
Chapter Two Literature Review 13
2.1 Destination Image Perception 13
2.2 Memorable Tourism Experiences (MTEs) 16
2.3 Place Attachment (PA) 18
2.4 Tourist Satisfaction 19
2.5 Tourists' Willingness to Re-visit 21
2.6 Theoretical Basis 24
2.6.1 ABC Attitude Model 24
2.6.2 S-O-R Model 26
2.6.3 Place Attachment Development Theory 27
2.7 Research Hypothesis and Research Model 27
2.7.1 Research Hypothesis 27
2.7.2 Research Model 38
Chapter Three Methodology 40
3.1 Research Site 40
3.2 Questionnaire Design 44
3.3 Data Analysis Method 49
3.4 Pilot Study 49
3.5 Sample Method and Data Collection 51
Chapter Four Empirical Analysis 53
4.1 Descriptive Analysis 53
4.2 Reliability Analysis 54
4.3 Validity Analysis 55
4.4 Exploratory Factor Analysis 57
4.5 Confirmatory Factor Analysis 60
4.6 Hypothesis Test 62
4.7 Mediating Effect Test 65
Chapter Five Conclusion and Discussion 68
5.1 Conclusion 68
5.1.1 Influence of Ethnic Minorities' Cultural Perception on Memorable Tourism Experiences, Place Attachment, Tourists' Satisfaction and Willingness to Revisit. 68
5.1.2 The Impact of Memorable Tourism Experiences on Place Attachment, Tourist Satisfaction and Willingness to Re-visit. 70
5.1.3 Impact of Place Attachment on Tourists' Satisfaction and Willingness to Re-visit 71
5.1.4 The Mediating Role of Memorable Tourism Experiences, Place Attachment and Tourist Satisfaction in the Influence of Ethnic Minority Cultural Perception on Re-visit Intention. 72
5.1.5 Place Attachment Does Not Play a Mediating Role in Memorable Tourism Experiences and Willingness to Revisit 75
5.2 Discussion 75
5.2.1 Create A Stronger Cultural Environment for Ethnic Minorities and Enhance Tourists' Unforgettable Experience 76
5.2.2 Meet the Various Needs of Tourists and Cultivate Local Attachment 77
5.2.3 Theoretical Contributions 79
5.2.4 Practical Implications 79
5.3 Limitations and Future 80
References 83
Curriculum Vitae 97
Appendices 99
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