感知价值对居民参与旅游风情小镇建设意愿的影响——以浙江莫干山旅游风情小镇为例
|
摘要
基于效果阶层模型,构建了包括自我参照价值、群体参照价值、休闲参照价值、社区归属感、居民满意度和居民参与意愿6个概念的理论模型,以浙江莫干山镇为研究场域,采用结构方程模型,探讨影响居民参与旅游风情小镇建设意愿的因素和路径。研究发现:(1)居民参与旅游风情小镇建设意愿受居民满意度的显著正向影响,而满意度受社区归属感的显著正向影响。自我参照价值和群体参照价值都对居民满意度和社区归属感有显著正向影响,休闲参照价值仅对居民满意度有显著正向影响。(2)居民参与旅游风情小镇建设意愿受涉入程度的调节。自我参照价值和群体参照价值能显著增加高涉入居民满意度;社区归属感能显著提升高涉入居民满意度,促进其参与建设意愿。(3)居民参与旅游风情小镇建设意愿是"感知价值→情感→意愿"三个阶段前后推进的结果,展现为一个多阶段的供递系统。文章扩展了居民感知价值的维度,明晰了居民参与旅游风情小镇建设意愿的感知价值机制,为精准激励居民参与旅游风情小镇建设提供了有价值的参考。
A tourism town, as a new channel for the transformation of the theory of"two mountains", a new measure to promote rural revitalization, has become common practice in Chinese provinces where tourism is highly developed. Different from the construction of general tourism destinations, the trigger for the construction of a tourism town is the government department; it is a "top-down" policy behavior. The purpose of its construction is to achieve a coordinated agreement between individual value and public value. Residents, as stakeholders, are both the host and builder, as well as an important service provider of a tourism town. However, the connotation of the perceived value of the residents in the existing study is an egoistic perceived value. The construction of a tourist town requires the residents to pursue the realization of"individual value", and even more important is the promotion of the"public value of the community". This transcends the connotation of current residents' perceived value. It is thus necessary to expand and deepen the relationship between the perceived value and the willingness of the residents to participate in tourism. This paper seeks to achieve a better understanding of residents' willingness to participate in the construction of tourism and customs towns, determine the blind spots encountered in the construction of tourism and customs towns, further explore the nature of the problems involved, and provide countermeasures and suggestions to stimulate residents' willingness to participate. Based on the hierarchy of the effects model, this paper constructs six theoretical models:self reference value, group reference value, leisure reference value, sense of community belonging,residents' satisfaction, and residents' willingness to participate. The paper takes Moganshan Town in Zhejiang Province as the research area, and adopts the structural equation model to explore the factors and paths that affect residents' willingness to participate in the construction of tourism towns. The research findings are as follows:(1) residents' willingness to participate in the construction of tourist towns is significantly positively affected by residents' satisfaction, while satisfaction is significantly positively influenced by the sense of community belonging. Both self reference value and group reference value have a significant positive impact on residents' satisfaction and sense of community belonging, while leisure reference value has only a significant positive impact on residents' satisfaction.(2) The willingness of residents to participate in the construction of a tourism town is affected by the degree of involvement. The self reference value and group reference value significantly increase the high-involvement residents' satisfaction. The sense of community belonging has a significant positive impact on the residents' satisfaction and willingness to participate in construction, and play mediated roles among the self reference value, group reference and residents' satisfaction.(3) The willingness of residents to participate in the construction of tourism towns is the result of the three forward and backward propulsion stages of "perceived value→emotion→intention", which is displayed as a multistage delivery system. The article expands the dimension of the residents' perceived value,clarifies the perceived value mechanism of the willingness of residents to participate in the construction of tourist town, and provides a valuable reference for the precise incentive of the residents to participate in the construction of a tourism town.
A tourism town, as a new channel for the transformation of the theory of"two mountains", a new measure to promote rural revitalization, has become common practice in Chinese provinces where tourism is highly developed. Different from the construction of general tourism destinations, the trigger for the construction of a tourism town is the government department; it is a "top-down" policy behavior. The purpose of its construction is to achieve a coordinated agreement between individual value and public value. Residents, as stakeholders, are both the host and builder, as well as an important service provider of a tourism town. However, the connotation of the perceived value of the residents in the existing study is an egoistic perceived value. The construction of a tourist town requires the residents to pursue the realization of"individual value", and even more important is the promotion of the"public value of the community". This transcends the connotation of current residents' perceived value. It is thus necessary to expand and deepen the relationship between the perceived value and the willingness of the residents to participate in tourism. This paper seeks to achieve a better understanding of residents' willingness to participate in the construction of tourism and customs towns, determine the blind spots encountered in the construction of tourism and customs towns, further explore the nature of the problems involved, and provide countermeasures and suggestions to stimulate residents' willingness to participate. Based on the hierarchy of the effects model, this paper constructs six theoretical models:self reference value, group reference value, leisure reference value, sense of community belonging,residents' satisfaction, and residents' willingness to participate. The paper takes Moganshan Town in Zhejiang Province as the research area, and adopts the structural equation model to explore the factors and paths that affect residents' willingness to participate in the construction of tourism towns. The research findings are as follows:(1) residents' willingness to participate in the construction of tourist towns is significantly positively affected by residents' satisfaction, while satisfaction is significantly positively influenced by the sense of community belonging. Both self reference value and group reference value have a significant positive impact on residents' satisfaction and sense of community belonging, while leisure reference value has only a significant positive impact on residents' satisfaction.(2) The willingness of residents to participate in the construction of a tourism town is affected by the degree of involvement. The self reference value and group reference value significantly increase the high-involvement residents' satisfaction. The sense of community belonging has a significant positive impact on the residents' satisfaction and willingness to participate in construction, and play mediated roles among the self reference value, group reference and residents' satisfaction.(3) The willingness of residents to participate in the construction of tourism towns is the result of the three forward and backward propulsion stages of "perceived value→emotion→intention", which is displayed as a multistage delivery system. The article expands the dimension of the residents' perceived value,clarifies the perceived value mechanism of the willingness of residents to participate in the construction of tourist town, and provides a valuable reference for the precise incentive of the residents to participate in the construction of a tourism town.
引文
[1]LI Danchao,LIN Renzhuang,LI Yan.A list of the first batch of tourist towns in Zhejiang,is your hometown on the list[EB/OL].http://fin.zjol.com.cn/201701/t20170111_2814693.shtml,2017-01-11.[李丹超,林仁状,黎彦.浙江首批旅游风情小镇创建名单出炉你的家乡上榜没[EB/OL].http://fin.zjol.com.cn/201701/t20170111_2814693.shtml,2017-01-11.]
[2]HUANG Jingbo,FAN Xianghua,XIAO Haiping,et al.Residents.ecotourism participation behavior mechanism of prohibition zone in Hunan-Guangdong-Jiangxi border:A case study of national scenic area of Dongjiang lake[J].Geographical Research,2014,33(10):1919-1927.[黄静波,范香花,肖海平,等.湘粤赣边界禁止开发区居民生态旅游参与行为机制--以国家风景名胜区东江湖为例[J].地理研究,2014,33(10):1919-1927.]
[3]WANG Chunyang,QU Hailin.Study on influencing factors of residents'attitudes towards tourism development of village heritage sites[J].Acta Geographica Sinica,2014,69(2):278-288.[王纯阳,屈海林.村落遗产地社区居民旅游发展态度的影响因素[J].地理学报,2014,69(2):278-288.]
[4]AMSTEIN S.The ladder of citizen participation[J].Journal of the Institute of American Planners,1969,35(4):216-224.
[5]BAI Kai,MA Yaofeng,LI Tianshun,et al.An association study on tourists'cognition,perceived value and behavior intention based on structural equation model(SEM):A case study of inbound tourists in Xi'an city[J].Acta Geographica Sinica,2010,65(2):244-255.[白凯,马耀峰,李天顺,等.西安入境旅游者认知和感知价值与行为意图[J].地理学报,2010,65(2):244-255.]
[6]ZENG Guojun,LI Ling,LIU Bo,et al.Reconstructed authenticity in translocal cultural production of food:A case study of Northwest China Cuisine in Guangdong[J].Acta Geographica Sinica,2014,69(12):1871-1886.[曾国军,李凌,刘博,等.跨地方饮食文化生产中的原真性重塑--西贝西北菜在广州的案例研究[J].地理学报,2014,69(12):1871-1886.]
[7]WANG Chaohui,LU Lin,XIA Qiaoyun.Tourists'perception value and behavior intention in mega-events based on structural equation model(SEM):A case study of 2010 Shanghai World Expo[J].Geographical Research,2011,30(4):735-746.[王朝辉,陆林,夏巧云.基于SEM的重大事件国内游客感知价值及行为意向关系研究--2010上海世博会为例[J].地理研究,2011,30(4):735-746.]
[8]LAVIDGE R C,STEINER G A.A model for predictive measurements of advertising effectiveness[J].Journal of Marketing,1961,25(10):59-62.
[9]SMITH R,CHEN J,YANG S.The impact of advertising creativity on the hierarchy of effects[J].Journal of Advertising,2008,37(4):47-61.
[10]SPENCE J C,BRAWLEY L R,CRAIG C L,et al.Participaction:Awareness of the participation campaign among Canadian adultsexamining the knowledge gap hypothesis and a hierarchy-ofeffects model[J].The International Journal of Behavioral Nutrition and Physical Activity,2009,6(85):1-9.
[11]TSIOTSOU R H.Sport team loyalty:Integrating relationship marketing and a hierarchy of effects[J].Journal of Services Marketing,2013,27(6):458-471.
[12]GNANAPRAGASH T J,SEKAR P C.Celebrity-aided brand recall and brand-aided celebrity recall:An assessment of celebrity influence using the hierarchy of effects model[J].Journal of Brand Management,2013,10(3):47-67.
[13]MOKHTAR A B.A framework for Islamic advertising:Using lavidge and steiner's hierarchy of effects model[J].Intellectual Discourse,2016,24(2):273-294.
[14]KOSHKAKI E R,SOLHI S.The facilitating role of negative emotion in decision making process:A hierarchy of effects model approach[J].Journal of High Technology Management Research,2016,27(2):119-128.
[15]WU Y Y,YANG X H,YANG Y F.Importance conveyed in different ways:Effects of hierarchy and focus[J].Journal of Neurolinguistics,2018,47(2):37-49.
[16]LIU Chyongru.A study of the impact of destination website creativity on travel intention:A hierarchy of effects model perspective[J].Journal of e-Business,2015,17(1):1-24.[刘琼如.以效果阶层模式探讨目的地网站创意对旅游意愿之影响[J].电子商务学报,2015,17(1):1-24.]
[17]CAI Libin,WU Nan.A study of the impact of website creativity on tourist behavior:A hierarchy of the effects model[J].Tourism Tribune,2017,32(8):25-37.[蔡礼彬,吴楠.旅游网站创意对旅游者行为意向的影响--基于效果层次模式[J].旅游学刊,2017,32(8):25-37.]
[18]KOLTER P,BARICH H.A framework for marketing image management[J].Slogan Management Review,1991,32(4):94-104.
[19]WANG Xia,ZHEN Feng,WU Xiaogen,et al.Driving factors of resident satisfaction with tourism development:A case study of Yangshuo in Guangxi Zhuang Autonomous Region[J].Geographical Research,2010,29(5):841-851.[汪侠,甄峰,吴小根等.旅游开发的居民满意度驱动因素--以广西阳朔县为例[J].地理研究,2010,29(5):841-851.]
[20]DU Zongbin,SU Qin,JIANG Liao.A structural model of residents’sense of community in rural tourism destinations and its application:A case study of Anji County in Zhejiang Province[J].Tourism Tribune,2013,28(6):65-74.[杜宗斌,苏勤,姜辽.乡村旅游地居民社区归属感模型构建及应用--以浙江安吉为例[J].旅游学刊,2013,28(6):65-74.]
[21]AJZEN I.The theory of planned behavior[J].Organizational Behavior and Human Decision Processes,1991,50(2):179-211.
[22]FISHBEIN M,AJZEN I.Belief,Attitude,Intention and Behavior:An Introduction to Theory and Research[M].Boston,MA:Addison-Wesley,1975:105.
[23]ANDERSON E W,FOMELL C,LEHMANN D R.Customer satisfaction,market share,and profitability:Findings from Sweden[J].Journal of Marketing,1994,58(3):53-66.
[24]LIU Yuqi,LIU Ye,LI Zhigang.Settlement intention of new migrants in China's large cities:Patterns and determinants[J].Scientia Geographica Sinica,2014,34(7):780-787.[刘于琪,刘晔,李志刚.中国城市新移民的定居意愿及其影响机制[J].地理科学,2014,34(7):780-787.]
[25]WANG Liwei,FENG Changchun,XU Shuncai.Exploring urban migrate intention of rural residents in traditional agricultural area undertaking urbanization process:Based on questionnaire data of Zhoukou,Henan[J].Scientia Geographica Sinica,2014,34(12):1445-1452.[王利伟,冯长春,许顺才.城镇化进程中传统农区村民城镇迁居意愿分析--基于河南周口问卷调查数据[J].地理科学,2014,34(12):1445-1452.]
[26]DING Fengqin,JIANG Hongtao,HOU Songyan,et al.The influencing factors and mechanism on tourists’revisit intention of chinese traditional ancient village:A case of Zhouzhuang[J].Human Geography,2015,30(6):146-152.[丁风芹,姜洪涛,侯松岩,等.中国传统古村镇游客重游意愿的影响因素及作用机理研究--以周庄为例[J].人文地理,2015,30(6):146-152.]
[27]LI Yan,ZENG Juxin,CHENG Shaowen.Research on tourists’satisfaction of urban environmental supply and their revisit intenton:Based of the difference analysis between visitors and residents[J].Human Geography,2014,29(6):133-139.[李艳,曾菊新,程绍文.城市环境供给的游憩者满意度及对重游意愿的影响--基于游客与居民差异的分析[J].人文地理,2014,29(6):133-139.]
[28]SHOU Dongqi,JIANG Hongtao,ZHANG Jinhe,et al.Moderating effects of novelty-seeking on the formation of revisit intention with the Xitang ancient town as example[J].Scientia Geographica Sinica,2017,37(1):130-137.[寿东奇,姜洪涛,章锦河,等.求新动机对游客重游意愿的调节作用研究--以西塘古镇为例[J].地理科学,2017,37(1):130-137.]
[29]WANG Kai,HUANG Huazhi.An analysis of the will and influencing factors of rural workers’tourism employment in Guizhou Province[J].Yunnan Geographic Environment Resesrch,2010,22(4):6-12.[王凯,黄华芝.返乡农民工旅游就业认知与意愿的实证研究[J].云南地理环境研究,2010,22(4):6-12.]
[30]PAN Lan,LIN Bishu,FANG Min,et al.An empirical examination of continuance intention of tourism App:Based on the context of smart tourism[J].Tourism Tribune,2016,31(11):65-73.[潘澜,林璧属,方敏,等.智慧旅游背景下旅游APP的持续性使用意愿研究[J].旅游学刊,2016,31(11):65-73.]
[31]DU Zongbin,SU Qin.Study on the relationship between the community participation of rural tourism,residents'perceived tourism impact and sense of community involvement[J].Tourism Tribune,2011,26(11):65-70.[杜宗斌,苏勤.乡村旅游的社区参与、居民旅游影响感知与社区归属感的关系研究--以浙江安吉乡村旅游地为例[J].旅游学刊,2011,26(11):65-70.]
[32]CHEN Fan.A Study on the Relationship between Urban Residents’Community Consciousness and Community Participation[D].Chengdu:Sichuan Normal University,2009.[陈钒.城市居民的社区意识与社区参与的关系研究[D].成都:四川师范大学,2009.]
[33]DU Zongbin,SU Qin.Influence of sense of community on community involvement in rural tourism destination:A case study of Anji County in Zhejiang Province[J].Tourism Science,2013,27(3):61-71.[杜宗斌,苏勤.社区归属感对乡村旅游地居民社区参与的影响--以浙江安吉为例[J].旅游科学,2013,27(3):61-71.]
[34]WU Hui,XIAO Ting.Study of user based on sense of community and value:Cases from online travel community[J].Human Geography,2017,32(4):155-160.[吴慧,肖廷.基于归属感及价值感视角的用户参与影响研究--以在线旅游社区为例[J].人文地理,2017,32(4):155-160.]
[35]YANG Xiuping,WANG Liyan,WANG Xiaoyun.Evaluation of residents'satisfaction in tourism development in ethnic areas:Taking Geese Gully National Forest Park as an example[J].Enterprise Economy,2017,(3):168-174.[杨秀平,王立岩,王晓云.民族地区旅游开发的居民满意度测评--以官鹅沟国家森林公园为例[J].企业经济,2017,(3):168-174.]
[36]KLUCKHOHN C.The study of culture[C]//The Policy Sciences.Stanford.CA:Stanford University Press,1951:395.
[37]ZEITHAML V A.Consumer perceptions of price,quality,and value:A means-end model and synthesis of evidence[J].Journal of Marketing,1988,52(1):2-22.
[38]WANG Bin.An empirical study of the relationship between destination image,perceived value,satisfaction and destination loyalty[J].Tourism Science,2011,25(1):61-71.[王斌.景区形象与游客感知价值、满意和忠诚的关系的实证研究[J].旅游科学,2011,25(1):61-71.]
[39]PETRICK J F.Development of a multi-dimensional scale for measuring the perceived value of a service[J].Journal of Leisure Research,2002,34(2):119-134.
[40]SáNCHEZ J,CALLARISA L,RODRIGUEZ R M,et al.Perceived value of the purchase of a tourism product[J].Tourism Management,2006,27(3):394-409.
[41]LEE C K,YOON Y S,LEE S K.Investigating the relationships among perceived value,satisfaction and recommendations:The case of Korean DMZ[J].Tourism Management,2007,28(1):204-214.
[42]HUANG Yinghua,HUANG Fucai.Tourists'perceived value model and its measurement:An empirical study[J].Tourism Tribune,2007,22(8):42-47.[黄颖华,黄福才.旅游者感知价值模型、测度与实证研究[J].旅游学刊,2007,22(8):42-47.]
[43]WANG Chaohui,LU Lin,XIA Qiaoyun,et al.An empirical study on the model of tourists'perception value measurement in mega-events:A case study of domestic tourists in 2010 Shanghai World Expo[J].Tourism Tribune,2011,26(5):90-96.[王朝辉,陆林,夏巧云,等.重大事件游客感知价值维度模型及实证研究--以2010上海世博会国内游客为例[J].旅游学刊,2011,26(5):90-96.]
[44]WANG Li,ZHANG Hongmei,LU Lin,et al.Tourist perceived value of wetland park:Evidence from Xixi and Qinhu Lake[J].Tourism Tribune,2014,29(6):87-96.[王莉,张宏梅,陆林,等.湿地公园游客感知价值研究--以西溪/溱湖为例[J].旅游学刊,2014,29(6):87-96.]
[45]DHOLAKIA U M,BAGOZZI R P,PEARO L K.A social influence model of consumer participation in network and smallgroup-based virtual communities[J].International Journal of Research in Marketing,2004,21(3):241-263.
[46]GUO Yongrui,TAO Li.A brand equity model research based on the tourism destination of tourists[J].Tourism Research,2013,5(3):1-7.[郭永锐,陶犁.基于旅游者的旅游目的地品牌资产模型研究[J].旅游研究,2013,5(3):1-7.]
[47]HAN Chunxian.Relationship of tourist perceived value,satisfaction and tourist behavioral intention[J].Human Geography,2015,30(3):137-150.[韩春鲜.旅游感知价值和满意度与行为意向的关系[J].人文地理,2015,30(3):137-150.]
[48]DOU Lu.Tourists’perception value,satisfaction and environmentally responsible behaviors[J].Journal of Arid Land Resources and Environment,2016,30(1):197-202.[窦璐.旅游者感知价值、满意度与环境负责行为[J].干旱区资源与环境,2016,30(1):197-202.]
[49]TIAN Ye,LU Dong,WU Ting.The influence of awe emotion and perceived value on tourist satisfaction and loyalty:Taking Tibet tourism as an example[J].East China Economic Management,2015,29(10):79-85.[田野,卢东,吴亭.敬畏情绪与感知价值对游客满意度和忠诚的影响--以西藏旅游为例[J].华东经济管理,2015,29(10):79-85.]
[50]CHEUNG C K,LEE M O.Understanding the sustainability of a virtual community:Model development and empirical test[J].Journal of Information Science,2009,35(3):279-298.
[51]KO H,CHO C,ROBERTS M S.Internet uses and gratifications:A structural equation model of interactive advertising[J].Journal of Advertising,2005,34(2):57-70.
[52]STAFFORD T F,STAFFORD M R.Identifying motivations for the use of commercial web sites[J].Information Resources Management Journal,2001,14(1):22-30.
[53]SUN Kun,ZHONG Linsheng,ZHANG Aiping,et al.Comparative analysis on the leisure values of urban ecological recreation spaces:A case study of Changshu City[J].Geographical Research,2016,35(2):256-270.[孙琨,钟林生,张爱平,等.城市生态游憩空间休闲价值对比分析--以常熟市为例[J].地理研究,2016,35(2):256-270.]
[54]ZHANG Yin,CAI Yunlong.Measuring the recreational value of Jiuzhaigou nature reserve with contingent valuation method[J].Economic Geography,2010,30(7):1205-1211.[张茵,蔡运龙.用条件估值法评估九寨沟的游憩价值--CVM方法的校正与比较[J].经济地理,2010,30(7):1205-1211.]
[55]GURSOY D,RUTHERFORD D G.Host attitudes toward tourism:An improved structural model[J].Annals of Tourism Research,2004,31(3):495-516.
[56]MCCOOL S F,MARTIN S R.Community attachment and attitudes toward tourism development[J].Journal of Travel Research,1994,32(3):29-34.
[57]TAO Yuguo,ZHAO Huiyong,LI Yongle.Evaluation of influencing factors of city tourism image based on structure equation model[J].Human Geography,2010,25(6):125-130.[陶玉国,赵会勇,李永乐.基于结构方程模型的城市旅游形象影响因素测评[J].人文地理,2010,25(6):125-130.]
[58]WANG Yong,LU Lin.Community tourism support model and its application based on social exchange theory:Case studies of gateway communities of Huangshan Scenic Area[J].Acta Geographica Sinica,2014,69(10):1557-1574.[王咏,陆林.基于社会交换理论的社区旅游支持度模型及应用--以黄山风景区门户社区为例[J].地理学报,2014,69(10):1557-1574.]
[59]HAN H,KIM Y.An investigation of green hotel customers’decision formation:Developing an extended model of the theory of planned behavior[J].International Journal of Hospitality Management,2010,29(4):659-668.
[60]XIE Ting.Consumers’intention to visit green hotels:Based on TPB perspective[J].Tourism Tribune,2016,31(6):94-103.[谢婷.顾客选择入住绿色饭店的行为意向研究--基于计划行为理论角度[J].旅游学刊,2016,31(6):94-103.]
[61]WANG Mingfeng,CHENG Hong,NING Yuemin.Social integration of migrants in Shanghai's urban villages[J].Acta Geographica Sinica,2015,70(8):1243-1255.[汪明峰,程红,宁越敏.上海城中村外来人口的社会融合及其影响因素[J].地理学报,2015,70(8):1243-1255.]
[62]SU Qin,CAO Youhui,ZHANG Hongxia,et al.A study on the patterns of tourists’motivations and their behaviors[J].Human Geography,2005,20(4):82-86.[苏勤,曹有挥,张宏霞,等.旅游者动机与行为类型研究[J].人文地理,2005,20(4):82-86.]
[63]GERBING D W,HAMILTON J G.Validity of exploratory factor analysis as a precursor to confirmatory factor analysis[J].Social Science Electronic Publishing,2016,3(1):62-72.
[64]LIU Bo,ZHU Hong.Influence of perceived brand globalness and environmental image on consumption intentions:A case study of H&M[J].Acta Geographica Sinica,2017,72(4):699-710.[刘博,朱竑.全球化形象与环保形象对消费行为意向的影响--基于国际快时尚品牌H&M的案例[J].地理学报,2017,72(4):699-710.]
[65]PODSAKOFF P M,MACKENZIE S B,LEE J Y,et al.Common method biases in behavioral research:A critical review of the literature and recommended remedies[J].Journal of Applied Psychology,2003,88(5):879-903.
[66]ZENG Guojun,SUN Shuzhi.Theoretical model and empirical study of translocal food rebranding[J].Acta Geographica Sinica,2016,71(2):338-351.[曾国军,孙树芝.跨地方饮食品牌重塑的理论模型与实证分析[J].地理学报,2016,71(2):338-351.]
[67]HAIR J F,BLACK W C,BABIN B J,et al.Multivariate Data Analysis[M].New Jersey:Pearson Prentice Hall,2010:87.
[68]NUNNALLY J C.Psychometric Theory[M].New York,NY:Mc Graw-Hill,1978:126.
[69]CHIOU H J.Quantitative Research and Statistical Analysis in Social&Behavioral Science[M].Taipei:Wunan Books,2009:181.
[70]KLINE R B.Principles and Practice of Structural Equation Modeling[M].New York:Guilford Press,2005:144.
[71]ANDERECK K L,VALENTINE K M,KNOPF R C,et al.Residents’perceptions of community tourism impacts[J].Annals of Tourism Research,2005,32(4):1056-1076.
[72]LIU Jingyan,WANG Yajun,SHI Qiong.A research on the impact of tourism economic income and community residents’tourism impact perception on their environment protection intent[J].Tourism Science,2014,28(3):10-21.[刘静艳,王雅君,施琼.旅游经济收益及旅游影响感知对社区居民环保意向的影响研究[J].旅游科学,2014,28(3):10-21.]
[73]FOXALL G R.Invitation to consumer behavior analysis[J].Journal of Organizational Behavior Management,2010,30(2):92-109.
(1)百度百科.莫干山镇[EB/OL]. baike.baidu.com/item/%E8%8E%AB%E5%B9%B2%E5%B1%B1%E9%95%87/5970977?fr=Aladdin,2018-02-12.
(2)张国亮.浙江德清莫干山民国风情小镇举行第三届赏花节[EB/OL].news.cnr.cn/native/city/20160327/t20160327_521721616.shtml,2016-03-27.
(3)黄德有.这是湖州莫干山镇的新名片:全省旅游风情小镇[EB/OL].k.sina.com.cn/article_3842439318_e506f896001004lh9.html,2018-01-29.
(4)郑剑瑾.浙江旅游风情小镇:留下小镇最独特的味道[EB/OL].zj.cnr.cn/zlfg/20170328/t20170328_523680538.shtml,2017-03-28.
[2]HUANG Jingbo,FAN Xianghua,XIAO Haiping,et al.Residents.ecotourism participation behavior mechanism of prohibition zone in Hunan-Guangdong-Jiangxi border:A case study of national scenic area of Dongjiang lake[J].Geographical Research,2014,33(10):1919-1927.[黄静波,范香花,肖海平,等.湘粤赣边界禁止开发区居民生态旅游参与行为机制--以国家风景名胜区东江湖为例[J].地理研究,2014,33(10):1919-1927.]
[3]WANG Chunyang,QU Hailin.Study on influencing factors of residents'attitudes towards tourism development of village heritage sites[J].Acta Geographica Sinica,2014,69(2):278-288.[王纯阳,屈海林.村落遗产地社区居民旅游发展态度的影响因素[J].地理学报,2014,69(2):278-288.]
[4]AMSTEIN S.The ladder of citizen participation[J].Journal of the Institute of American Planners,1969,35(4):216-224.
[5]BAI Kai,MA Yaofeng,LI Tianshun,et al.An association study on tourists'cognition,perceived value and behavior intention based on structural equation model(SEM):A case study of inbound tourists in Xi'an city[J].Acta Geographica Sinica,2010,65(2):244-255.[白凯,马耀峰,李天顺,等.西安入境旅游者认知和感知价值与行为意图[J].地理学报,2010,65(2):244-255.]
[6]ZENG Guojun,LI Ling,LIU Bo,et al.Reconstructed authenticity in translocal cultural production of food:A case study of Northwest China Cuisine in Guangdong[J].Acta Geographica Sinica,2014,69(12):1871-1886.[曾国军,李凌,刘博,等.跨地方饮食文化生产中的原真性重塑--西贝西北菜在广州的案例研究[J].地理学报,2014,69(12):1871-1886.]
[7]WANG Chaohui,LU Lin,XIA Qiaoyun.Tourists'perception value and behavior intention in mega-events based on structural equation model(SEM):A case study of 2010 Shanghai World Expo[J].Geographical Research,2011,30(4):735-746.[王朝辉,陆林,夏巧云.基于SEM的重大事件国内游客感知价值及行为意向关系研究--2010上海世博会为例[J].地理研究,2011,30(4):735-746.]
[8]LAVIDGE R C,STEINER G A.A model for predictive measurements of advertising effectiveness[J].Journal of Marketing,1961,25(10):59-62.
[9]SMITH R,CHEN J,YANG S.The impact of advertising creativity on the hierarchy of effects[J].Journal of Advertising,2008,37(4):47-61.
[10]SPENCE J C,BRAWLEY L R,CRAIG C L,et al.Participaction:Awareness of the participation campaign among Canadian adultsexamining the knowledge gap hypothesis and a hierarchy-ofeffects model[J].The International Journal of Behavioral Nutrition and Physical Activity,2009,6(85):1-9.
[11]TSIOTSOU R H.Sport team loyalty:Integrating relationship marketing and a hierarchy of effects[J].Journal of Services Marketing,2013,27(6):458-471.
[12]GNANAPRAGASH T J,SEKAR P C.Celebrity-aided brand recall and brand-aided celebrity recall:An assessment of celebrity influence using the hierarchy of effects model[J].Journal of Brand Management,2013,10(3):47-67.
[13]MOKHTAR A B.A framework for Islamic advertising:Using lavidge and steiner's hierarchy of effects model[J].Intellectual Discourse,2016,24(2):273-294.
[14]KOSHKAKI E R,SOLHI S.The facilitating role of negative emotion in decision making process:A hierarchy of effects model approach[J].Journal of High Technology Management Research,2016,27(2):119-128.
[15]WU Y Y,YANG X H,YANG Y F.Importance conveyed in different ways:Effects of hierarchy and focus[J].Journal of Neurolinguistics,2018,47(2):37-49.
[16]LIU Chyongru.A study of the impact of destination website creativity on travel intention:A hierarchy of effects model perspective[J].Journal of e-Business,2015,17(1):1-24.[刘琼如.以效果阶层模式探讨目的地网站创意对旅游意愿之影响[J].电子商务学报,2015,17(1):1-24.]
[17]CAI Libin,WU Nan.A study of the impact of website creativity on tourist behavior:A hierarchy of the effects model[J].Tourism Tribune,2017,32(8):25-37.[蔡礼彬,吴楠.旅游网站创意对旅游者行为意向的影响--基于效果层次模式[J].旅游学刊,2017,32(8):25-37.]
[18]KOLTER P,BARICH H.A framework for marketing image management[J].Slogan Management Review,1991,32(4):94-104.
[19]WANG Xia,ZHEN Feng,WU Xiaogen,et al.Driving factors of resident satisfaction with tourism development:A case study of Yangshuo in Guangxi Zhuang Autonomous Region[J].Geographical Research,2010,29(5):841-851.[汪侠,甄峰,吴小根等.旅游开发的居民满意度驱动因素--以广西阳朔县为例[J].地理研究,2010,29(5):841-851.]
[20]DU Zongbin,SU Qin,JIANG Liao.A structural model of residents’sense of community in rural tourism destinations and its application:A case study of Anji County in Zhejiang Province[J].Tourism Tribune,2013,28(6):65-74.[杜宗斌,苏勤,姜辽.乡村旅游地居民社区归属感模型构建及应用--以浙江安吉为例[J].旅游学刊,2013,28(6):65-74.]
[21]AJZEN I.The theory of planned behavior[J].Organizational Behavior and Human Decision Processes,1991,50(2):179-211.
[22]FISHBEIN M,AJZEN I.Belief,Attitude,Intention and Behavior:An Introduction to Theory and Research[M].Boston,MA:Addison-Wesley,1975:105.
[23]ANDERSON E W,FOMELL C,LEHMANN D R.Customer satisfaction,market share,and profitability:Findings from Sweden[J].Journal of Marketing,1994,58(3):53-66.
[24]LIU Yuqi,LIU Ye,LI Zhigang.Settlement intention of new migrants in China's large cities:Patterns and determinants[J].Scientia Geographica Sinica,2014,34(7):780-787.[刘于琪,刘晔,李志刚.中国城市新移民的定居意愿及其影响机制[J].地理科学,2014,34(7):780-787.]
[25]WANG Liwei,FENG Changchun,XU Shuncai.Exploring urban migrate intention of rural residents in traditional agricultural area undertaking urbanization process:Based on questionnaire data of Zhoukou,Henan[J].Scientia Geographica Sinica,2014,34(12):1445-1452.[王利伟,冯长春,许顺才.城镇化进程中传统农区村民城镇迁居意愿分析--基于河南周口问卷调查数据[J].地理科学,2014,34(12):1445-1452.]
[26]DING Fengqin,JIANG Hongtao,HOU Songyan,et al.The influencing factors and mechanism on tourists’revisit intention of chinese traditional ancient village:A case of Zhouzhuang[J].Human Geography,2015,30(6):146-152.[丁风芹,姜洪涛,侯松岩,等.中国传统古村镇游客重游意愿的影响因素及作用机理研究--以周庄为例[J].人文地理,2015,30(6):146-152.]
[27]LI Yan,ZENG Juxin,CHENG Shaowen.Research on tourists’satisfaction of urban environmental supply and their revisit intenton:Based of the difference analysis between visitors and residents[J].Human Geography,2014,29(6):133-139.[李艳,曾菊新,程绍文.城市环境供给的游憩者满意度及对重游意愿的影响--基于游客与居民差异的分析[J].人文地理,2014,29(6):133-139.]
[28]SHOU Dongqi,JIANG Hongtao,ZHANG Jinhe,et al.Moderating effects of novelty-seeking on the formation of revisit intention with the Xitang ancient town as example[J].Scientia Geographica Sinica,2017,37(1):130-137.[寿东奇,姜洪涛,章锦河,等.求新动机对游客重游意愿的调节作用研究--以西塘古镇为例[J].地理科学,2017,37(1):130-137.]
[29]WANG Kai,HUANG Huazhi.An analysis of the will and influencing factors of rural workers’tourism employment in Guizhou Province[J].Yunnan Geographic Environment Resesrch,2010,22(4):6-12.[王凯,黄华芝.返乡农民工旅游就业认知与意愿的实证研究[J].云南地理环境研究,2010,22(4):6-12.]
[30]PAN Lan,LIN Bishu,FANG Min,et al.An empirical examination of continuance intention of tourism App:Based on the context of smart tourism[J].Tourism Tribune,2016,31(11):65-73.[潘澜,林璧属,方敏,等.智慧旅游背景下旅游APP的持续性使用意愿研究[J].旅游学刊,2016,31(11):65-73.]
[31]DU Zongbin,SU Qin.Study on the relationship between the community participation of rural tourism,residents'perceived tourism impact and sense of community involvement[J].Tourism Tribune,2011,26(11):65-70.[杜宗斌,苏勤.乡村旅游的社区参与、居民旅游影响感知与社区归属感的关系研究--以浙江安吉乡村旅游地为例[J].旅游学刊,2011,26(11):65-70.]
[32]CHEN Fan.A Study on the Relationship between Urban Residents’Community Consciousness and Community Participation[D].Chengdu:Sichuan Normal University,2009.[陈钒.城市居民的社区意识与社区参与的关系研究[D].成都:四川师范大学,2009.]
[33]DU Zongbin,SU Qin.Influence of sense of community on community involvement in rural tourism destination:A case study of Anji County in Zhejiang Province[J].Tourism Science,2013,27(3):61-71.[杜宗斌,苏勤.社区归属感对乡村旅游地居民社区参与的影响--以浙江安吉为例[J].旅游科学,2013,27(3):61-71.]
[34]WU Hui,XIAO Ting.Study of user based on sense of community and value:Cases from online travel community[J].Human Geography,2017,32(4):155-160.[吴慧,肖廷.基于归属感及价值感视角的用户参与影响研究--以在线旅游社区为例[J].人文地理,2017,32(4):155-160.]
[35]YANG Xiuping,WANG Liyan,WANG Xiaoyun.Evaluation of residents'satisfaction in tourism development in ethnic areas:Taking Geese Gully National Forest Park as an example[J].Enterprise Economy,2017,(3):168-174.[杨秀平,王立岩,王晓云.民族地区旅游开发的居民满意度测评--以官鹅沟国家森林公园为例[J].企业经济,2017,(3):168-174.]
[36]KLUCKHOHN C.The study of culture[C]//The Policy Sciences.Stanford.CA:Stanford University Press,1951:395.
[37]ZEITHAML V A.Consumer perceptions of price,quality,and value:A means-end model and synthesis of evidence[J].Journal of Marketing,1988,52(1):2-22.
[38]WANG Bin.An empirical study of the relationship between destination image,perceived value,satisfaction and destination loyalty[J].Tourism Science,2011,25(1):61-71.[王斌.景区形象与游客感知价值、满意和忠诚的关系的实证研究[J].旅游科学,2011,25(1):61-71.]
[39]PETRICK J F.Development of a multi-dimensional scale for measuring the perceived value of a service[J].Journal of Leisure Research,2002,34(2):119-134.
[40]SáNCHEZ J,CALLARISA L,RODRIGUEZ R M,et al.Perceived value of the purchase of a tourism product[J].Tourism Management,2006,27(3):394-409.
[41]LEE C K,YOON Y S,LEE S K.Investigating the relationships among perceived value,satisfaction and recommendations:The case of Korean DMZ[J].Tourism Management,2007,28(1):204-214.
[42]HUANG Yinghua,HUANG Fucai.Tourists'perceived value model and its measurement:An empirical study[J].Tourism Tribune,2007,22(8):42-47.[黄颖华,黄福才.旅游者感知价值模型、测度与实证研究[J].旅游学刊,2007,22(8):42-47.]
[43]WANG Chaohui,LU Lin,XIA Qiaoyun,et al.An empirical study on the model of tourists'perception value measurement in mega-events:A case study of domestic tourists in 2010 Shanghai World Expo[J].Tourism Tribune,2011,26(5):90-96.[王朝辉,陆林,夏巧云,等.重大事件游客感知价值维度模型及实证研究--以2010上海世博会国内游客为例[J].旅游学刊,2011,26(5):90-96.]
[44]WANG Li,ZHANG Hongmei,LU Lin,et al.Tourist perceived value of wetland park:Evidence from Xixi and Qinhu Lake[J].Tourism Tribune,2014,29(6):87-96.[王莉,张宏梅,陆林,等.湿地公园游客感知价值研究--以西溪/溱湖为例[J].旅游学刊,2014,29(6):87-96.]
[45]DHOLAKIA U M,BAGOZZI R P,PEARO L K.A social influence model of consumer participation in network and smallgroup-based virtual communities[J].International Journal of Research in Marketing,2004,21(3):241-263.
[46]GUO Yongrui,TAO Li.A brand equity model research based on the tourism destination of tourists[J].Tourism Research,2013,5(3):1-7.[郭永锐,陶犁.基于旅游者的旅游目的地品牌资产模型研究[J].旅游研究,2013,5(3):1-7.]
[47]HAN Chunxian.Relationship of tourist perceived value,satisfaction and tourist behavioral intention[J].Human Geography,2015,30(3):137-150.[韩春鲜.旅游感知价值和满意度与行为意向的关系[J].人文地理,2015,30(3):137-150.]
[48]DOU Lu.Tourists’perception value,satisfaction and environmentally responsible behaviors[J].Journal of Arid Land Resources and Environment,2016,30(1):197-202.[窦璐.旅游者感知价值、满意度与环境负责行为[J].干旱区资源与环境,2016,30(1):197-202.]
[49]TIAN Ye,LU Dong,WU Ting.The influence of awe emotion and perceived value on tourist satisfaction and loyalty:Taking Tibet tourism as an example[J].East China Economic Management,2015,29(10):79-85.[田野,卢东,吴亭.敬畏情绪与感知价值对游客满意度和忠诚的影响--以西藏旅游为例[J].华东经济管理,2015,29(10):79-85.]
[50]CHEUNG C K,LEE M O.Understanding the sustainability of a virtual community:Model development and empirical test[J].Journal of Information Science,2009,35(3):279-298.
[51]KO H,CHO C,ROBERTS M S.Internet uses and gratifications:A structural equation model of interactive advertising[J].Journal of Advertising,2005,34(2):57-70.
[52]STAFFORD T F,STAFFORD M R.Identifying motivations for the use of commercial web sites[J].Information Resources Management Journal,2001,14(1):22-30.
[53]SUN Kun,ZHONG Linsheng,ZHANG Aiping,et al.Comparative analysis on the leisure values of urban ecological recreation spaces:A case study of Changshu City[J].Geographical Research,2016,35(2):256-270.[孙琨,钟林生,张爱平,等.城市生态游憩空间休闲价值对比分析--以常熟市为例[J].地理研究,2016,35(2):256-270.]
[54]ZHANG Yin,CAI Yunlong.Measuring the recreational value of Jiuzhaigou nature reserve with contingent valuation method[J].Economic Geography,2010,30(7):1205-1211.[张茵,蔡运龙.用条件估值法评估九寨沟的游憩价值--CVM方法的校正与比较[J].经济地理,2010,30(7):1205-1211.]
[55]GURSOY D,RUTHERFORD D G.Host attitudes toward tourism:An improved structural model[J].Annals of Tourism Research,2004,31(3):495-516.
[56]MCCOOL S F,MARTIN S R.Community attachment and attitudes toward tourism development[J].Journal of Travel Research,1994,32(3):29-34.
[57]TAO Yuguo,ZHAO Huiyong,LI Yongle.Evaluation of influencing factors of city tourism image based on structure equation model[J].Human Geography,2010,25(6):125-130.[陶玉国,赵会勇,李永乐.基于结构方程模型的城市旅游形象影响因素测评[J].人文地理,2010,25(6):125-130.]
[58]WANG Yong,LU Lin.Community tourism support model and its application based on social exchange theory:Case studies of gateway communities of Huangshan Scenic Area[J].Acta Geographica Sinica,2014,69(10):1557-1574.[王咏,陆林.基于社会交换理论的社区旅游支持度模型及应用--以黄山风景区门户社区为例[J].地理学报,2014,69(10):1557-1574.]
[59]HAN H,KIM Y.An investigation of green hotel customers’decision formation:Developing an extended model of the theory of planned behavior[J].International Journal of Hospitality Management,2010,29(4):659-668.
[60]XIE Ting.Consumers’intention to visit green hotels:Based on TPB perspective[J].Tourism Tribune,2016,31(6):94-103.[谢婷.顾客选择入住绿色饭店的行为意向研究--基于计划行为理论角度[J].旅游学刊,2016,31(6):94-103.]
[61]WANG Mingfeng,CHENG Hong,NING Yuemin.Social integration of migrants in Shanghai's urban villages[J].Acta Geographica Sinica,2015,70(8):1243-1255.[汪明峰,程红,宁越敏.上海城中村外来人口的社会融合及其影响因素[J].地理学报,2015,70(8):1243-1255.]
[62]SU Qin,CAO Youhui,ZHANG Hongxia,et al.A study on the patterns of tourists’motivations and their behaviors[J].Human Geography,2005,20(4):82-86.[苏勤,曹有挥,张宏霞,等.旅游者动机与行为类型研究[J].人文地理,2005,20(4):82-86.]
[63]GERBING D W,HAMILTON J G.Validity of exploratory factor analysis as a precursor to confirmatory factor analysis[J].Social Science Electronic Publishing,2016,3(1):62-72.
[64]LIU Bo,ZHU Hong.Influence of perceived brand globalness and environmental image on consumption intentions:A case study of H&M[J].Acta Geographica Sinica,2017,72(4):699-710.[刘博,朱竑.全球化形象与环保形象对消费行为意向的影响--基于国际快时尚品牌H&M的案例[J].地理学报,2017,72(4):699-710.]
[65]PODSAKOFF P M,MACKENZIE S B,LEE J Y,et al.Common method biases in behavioral research:A critical review of the literature and recommended remedies[J].Journal of Applied Psychology,2003,88(5):879-903.
[66]ZENG Guojun,SUN Shuzhi.Theoretical model and empirical study of translocal food rebranding[J].Acta Geographica Sinica,2016,71(2):338-351.[曾国军,孙树芝.跨地方饮食品牌重塑的理论模型与实证分析[J].地理学报,2016,71(2):338-351.]
[67]HAIR J F,BLACK W C,BABIN B J,et al.Multivariate Data Analysis[M].New Jersey:Pearson Prentice Hall,2010:87.
[68]NUNNALLY J C.Psychometric Theory[M].New York,NY:Mc Graw-Hill,1978:126.
[69]CHIOU H J.Quantitative Research and Statistical Analysis in Social&Behavioral Science[M].Taipei:Wunan Books,2009:181.
[70]KLINE R B.Principles and Practice of Structural Equation Modeling[M].New York:Guilford Press,2005:144.
[71]ANDERECK K L,VALENTINE K M,KNOPF R C,et al.Residents’perceptions of community tourism impacts[J].Annals of Tourism Research,2005,32(4):1056-1076.
[72]LIU Jingyan,WANG Yajun,SHI Qiong.A research on the impact of tourism economic income and community residents’tourism impact perception on their environment protection intent[J].Tourism Science,2014,28(3):10-21.[刘静艳,王雅君,施琼.旅游经济收益及旅游影响感知对社区居民环保意向的影响研究[J].旅游科学,2014,28(3):10-21.]
[73]FOXALL G R.Invitation to consumer behavior analysis[J].Journal of Organizational Behavior Management,2010,30(2):92-109.
(1)百度百科.莫干山镇[EB/OL]. baike.baidu.com/item/%E8%8E%AB%E5%B9%B2%E5%B1%B1%E9%95%87/5970977?fr=Aladdin,2018-02-12.
(2)张国亮.浙江德清莫干山民国风情小镇举行第三届赏花节[EB/OL].news.cnr.cn/native/city/20160327/t20160327_521721616.shtml,2016-03-27.
(3)黄德有.这是湖州莫干山镇的新名片:全省旅游风情小镇[EB/OL].k.sina.com.cn/article_3842439318_e506f896001004lh9.html,2018-01-29.
(4)郑剑瑾.浙江旅游风情小镇:留下小镇最独特的味道[EB/OL].zj.cnr.cn/zlfg/20170328/t20170328_523680538.shtml,2017-03-28.