生活风格对游客旅游照片分享行为的影响——以西安大唐芙蓉园为例

doi:10.13284/j.cnki.rddl.003495

Abstract

Abstract:

In the era of life aesthetics, tourism and life are intertwined, and tourists' needs and behaviors are changing from a hasty landscape gaze to diversified lifestyles. Lifestyle is an overall preference that shapes the individual's life patterns and behavior habits. Tourism activities are characterized by a strong emotional consumption. The Structural Equation Modeling (SEM) is used for empirical analysis. Based on the appraisal theories of emotion, the study discusses the influence mechanism of lifestyle on tourist travel photo sharing behavior in the Xi'an Tang Paradise through emotional intermediary variables. The results show the following. First, lifestyle has no significant positive impact on tourists' travel photo sharing behavior. It can be the product of objective environmental conditions or the choice of individual subjective consciousness. However, there are contradictions and differences between subjective and objective influencing factors. Moreover, tourists' capital-owned attribute and their own dispositional tendency are not always consistent. Lifestyle has an important indirect impact on tourists' travel photo sharing behavior under the mediating effect of the sense of travel ritual and self-identity. Second, lifestyle has a significant positive impact on tourists' sense of tourism ritual, authenticity perception, and self-identity. This conclusion confirms that tourism activities are essentially an emotion-led process, which is convenient for understanding the emotional consumption characteristics of tourism activities in the context of consumption upgrading. Third, the sense of travel ritual and self-identity have a significant positive impact on tourists' travel photo sharing behavior, and play a mediating role between their lifestyle and travel photo sharing behavior. This study verifies the conclusion that ritual sense, as a positive emotion, can prompt people to share positive experiences, and provides a strong argument for tourists' ritual sense that affecting tourists' sharing behavior from a micro perspective. Furthermore, this study also echoes the scholars' arguments that lifestyle is a way of self-expression and declaration, and confirms the conclusion that self-identity can promote tourists' photo sharing behavior. Fourth, authenticity perception has no significant positive effect on tourists' travel photo sharing behavior, and does not play a mediating role between their lifestyle and travel photo sharing behavior. There are three reasons for this. First, the commercialization trend of the tourism resources of Tang Paradise is gradually serious, and the authenticity of the object on which the cultural landscape depends is gradually weakening. Second, the application of modern technology and excessive "stageization" make the rituals and activities of the Tang Paradise deviate from the cultural authenticity, weakening tourists' perception of authenticity. Finally, there are few immersive interactive experience projects in the Tang Paradise, which are difficult to trigger tourists to achieve the psychological state of the "real self." The study clarifies the mediating role of three emotional variables, namely: sense of tourism ritual, perception of authenticity, and sense of self-identity in the relationship between life style and tourists' travel photo sharing behavior. This enriches the research connotation of lifestyle in theory, infiltrates the study of lifestyle from a consumer sociology into the field of tourist behavior, and simultaneously expands the research on the antecedent variables of travel photo sharing behavior. Additionally, under the background of the strong intervention of information technology, the tourists' own characteristics, emotional psychology, and social sharing are studied in the same model, expanding the research content of positive psychology and communication, and rationally considers the influence of positive psychology on social media communication. Finally, in practice, it has certain enlightening significance for enriching tourists' experience, optimizing emotional marketing, and promoting the transformation and upgrade of tourism service quality in the Tang Paradise.

Key words: lifestyle, sense of travel ritual, authenticity perception, self-identity, travel photo sharing behavior, the Tang Paradise

CLC Number:

F590

Lele Zhu, Zhigang Chen, Yuqiang Fan. The Influence of Lifestyle on Tourists' Travel Photo Sharing Behavior: A Case Study of the Xi'an Tang Paradise[J].Tropical Geography, 2022, 42(6): 985-996.

Figures/Tables 8

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References 0

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变量	类别	比例/%
性别	男	44.38
性别	女	55.63
年龄/岁	≤18	4.69
	19~25	48.13
	26~30	18.13
	31~40	13.44
	41~50	8.75
	＞51	6.88
职业	党政机关及事业单位人员	16.25
	企业工作人员	19.38
	自由职业	10.00
	个体工商户	3.13
	退休人员	2.19
	在校学生	42.19
	其他	6.88
教育程度	高中及以下	14.06
	大专及本科	65.00
	研究生及以上	20.94
月收入/元	＜3 500	50.63
	3 500~5 000	24.38
	5 000~10 000	17.50
	10 000~20 000	4.38
	＞20 000	3.13
您在旅游过程中是个有仪式感的人吗?	是	66.25
您在旅游过程中是个有仪式感的人吗?	否	33.74
您在旅游过程中会产生真实性感知吗?	会	70.63
您在旅游过程中会产生真实性感知吗?	不会	29.38

维度	题项	标准化因子载荷	临界比 C.R.	均值	标准偏差	CR	AVE	Cronbach's α
LS	LS1	0.636	—	3.59	0.742	0.856	0.502	0.815
	LS2	0.616	8.887	3.39	0.788
	LS3	0.758	10.309	3.69	0.708
	LS4	0.799	10.598	3.42	0.738
	LS5	0.632	9.005	3.78	0.708
	LS6	0.783	10.468	3.46	0.737
TR	TR1	0.521	—	3.56	0.782	0.812	0.529	0.827
	TR2	0.641	10.668	3.69	0.773
	TR3	0.803	9.067	3.83	0.698
	TR4	0.889	8.695	3.81	0.675
AP	AP1	0.778	—	3.64	0.743	0.843	0.575	0.840
	AP2	0.661	11.512	3.71	0.773
	AP3	0.791	13.740	3.78	0.719
	AP4	0.794	13.379	3.64	0.733
SI	SI1	0.536	—	3.85	0.692	0.709	0.453	0.794
	SI2	0.768	7.630	3.53	0.666
	SI3	0.695	7.989	3.61	0.691
PSB	PSB1	0.687	—	3.98	0.638	0.872	0.533	0.876
	PSB2	0.768	12.342	3.90	0.746
	PSB3	0.655	10.229	3.62	0.778
	PSB4	0.718	11.097	3.69	0.764
	PSB5	0.763	11.723	3.89	0.766
	PSB6	0.782	11.902	3.81	0.807

变量	LS	TR	SI	AP	PSB
LS	0.708
TR	0.433	0.727
SI	0.178	0.077	0.673
AP	0.547	0.237	0.097	0.758
PSB	0.153	0.233	0.534	0.097	0.730

拟合指标	理想值	测量值	拟合指标	理想值	测量值
RMR	<0.05	0.031	CFI	>0.9	0.946
SRMR	<0.05	0.498	TLI	>0.9	0.938
RMSEA	<0.05	0.048	IFI	>0.9	0.946
cχ²/df	1~3	1.735	NFI	>0.9	0.882
PGFI	>0.5	0.726	RFI	>0.9	0.864
PNFI	>0.5	0.767

假设	假设路径	标准化路径系数β	S.E.	t值	检验结果
H1	生活风格→游客旅游照片分享行为	-0.040	0.079	-0.506	不成立
H2	生活风格→旅游仪式感	0.433^***	0.073	5.932	成立
H3	旅游仪式感→游客旅游照片分享行为	0.205^**	0.076	2.697	成立
H4	生活风格→真实性感知	0.547^***	0.094	5.819	成立
H5	真实性感知→游客旅游照片分享行为	0.019	0.057	0.333	不成立
H6	生活风格→自我认同感	0.178^*	0.061	2.918	成立
H7	自我认同感→游客旅游照片分享行为	0.523^***	0.106	4.934	成立

The Influence of Lifestyle on Tourists' Travel Photo Sharing Behavior: A Case Study of the Xi'an Tang Paradise

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中介路径	标准化间接效应	Boot SE	Z值	Bias-Corrected 95%CI		中介判定
中介路径	标准化间接效应	Boot SE	Z值	Lower	Upper	中介判定
生活风格→旅游仪式感→游客旅游照片分享行为	0.089^**	0.037	2.405	0.024	0.170	完全中介
生活风格→真实性感知→游客旅游照片分享行为	0.011	0.044	0.250	-0.077	0.094	无中介
生活风格→自我认同感→游客旅游照片分享行为	0.093^*	0.045	2.067	0.015	0.190	完全中介

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