中文体育类核心期刊

中国人文社会科学期刊AMI综合评价(A刊)核心期刊

《中文社会科学引文索引》(CSSCI)来源期刊

美国《剑桥科学文摘》(CSA)收录期刊

中国高校百佳科技期刊

体育怀旧情绪对乡村旅游口碑传播的影响:目的地体验的中介效应

Effect of Sports Nostalgia on the Word-of-Mouth Communication of Rural Tourism: A Mediating Effect of Destination Experience

  • 摘要: 以贵州榕江“村超”为主要研究对象,基于情绪广播理论和地方依恋理论,以体育怀旧为切入点,构建其对赛事举办地口碑传播的作用机制模型。以目的地体验感知为中介变量,并引入旅游目的地意识和归属感作为调节变量,对体育怀旧对乡村旅游口碑传播的机制进行探讨。通过文献分析和问卷调查方法,采用SPSS 29和PROCESS Macro对假设模型进行检验。结果表明,体育怀旧对乡村旅游口碑传播具有正向影响,目的地体验在其中发挥中介作用。此外,目的地意识起负向调节作用,归属感起正向调节作用。建议:以怀旧情绪为核心,激发旅游消费者的情感共鸣,提升旅游互动体验;以民间体育赛事为载体,助力低知名度乡村打造旅游特色;激活体育怀旧情绪潜能,促进公共危机后的旅游恢复。

     

    Abstract: The Guizhou Rongjiang's "Village Super League" has attracted wide attention. With the emotional broadcaster theory and place attachment theory, this study, starting with the nostalgia in sport, tries to construct a mechanism model for the destination of hosting events on word-of-mouth. Specifically, destination experience serves as the mediating role, with destination awareness and sense of belonging as the moderating variables, the mechanism of the nostalgia in sport on the rural good reputation on word-of-mouth was analyzed. With literature review and the questionnaire, SPSS 29 and PROCESS Macro were employed to test the proposed model. It is found that sports nostalgia positively influences the rural destination word-of-mouth through destination experience. Moreover, destination awareness has a negative moderating effect while the sense of belonging has a positive moderating effect. The nostalgia in sport is proposed to be the core to activate the tourists' emotional resonance and then to promote their experience; folk sports events serve as the carrier to help the less famous rural areas to be tourist-characteristic destinations; the emotion potential of nostalgia in sport is motivated to improve the recovery of the tourism after public crisis.

     

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