摘要
节庆场景作为地方文化的重要载体渐渐成为活动的重要吸引物。文章以广府庙会游客为研究对象,采用访谈法、问卷调查法收集到762份有效问卷,运用SPSS26.0和AMOS26.0对数据进行描述性统计分析、信度效度检验和结构方程模型分析,试图揭示节庆场景各维度对游客文化认同、满意度和行为意向的影响。研究发现:活动标识、场景设计、他人外显性情绪、项目内容、项目安排对游客文化认同和满意度有显著积极影响,文化认同对其满意度和行为意向有显著积极影响。文章结论既丰富了服务场景的相关研究内容,又有助于节庆主办方构建符合游客需求的节庆场景,从而更好地发挥节庆活动的文化传播功能。
Festival servicescape as an important carrier of local culture has gradually become an important attraction of activities.In order to examine the influence of the festival servicescape on a tourist’s cultural identity,level of satisfaction and repeat participation intention,we used interview method and questionnaire survey to collect tourists’data at Canton temple fair.SPSS26.0 and AMOS26.0 software were used to manage and analyze the data.Descriptive statistics analysis,reliability analysis,and confirmatory factor analysis were used to examine the psychological properties of the variable.Then,structural equation modeling was used to test the proposed hypotheses.The results showed that the signs and symbols,servicescape design,Externality of others,activity content and arrangement of the festival servicescape had a positive effect on a tourist’s cultural identity and level of satisfaction.what’s more,Tourists'cultural identity has significant positive effects on their level of satisfaction and repeat participation intention.The conclusions of this study not only enrich the relevant research content of servicescape,but also help the festival organizers to build festival servicescape that meets the needs of tourists,so as to better play the cultural communication function of festival activities.
作者
张静
ZHANG Jing(Guangdong Vocational Institute of Public Administration,510515,Guangzhou,Guangdong,China)
出处
《特区经济》
2023年第9期152-155,共4页
Special Zone Economy
基金
2021年度广东省普通高校青年创新人才类项目“感知、认同与创新:网络时代节庆青年参与者与地方文化的互动构建”(编号:2021WQNCX182)
2022年度广东行政职业学院校级科研项目“节庆活动场景对游客文化认同及满意度的影响分析”(编号:GDXZKYY202203)
关键词
节庆场景
游客
文化认同
满意度
行为意向
Festival Servicescape
Tourist
Cultural Identity
Satisfaction
Behavior Intention
