A study on the relationship between the Silk Road's heritage interpretation and the willingness to revisit

doi:10.3969/j.issn.1004-9479.2020.06.2019318

Abstract

Abstract:

In order to explore the relationship between the interpretation of the heritage sites along the World Heritage Silk Road and the willingness to revisit, the study divided the heritage interpretation into two parts: the on-site heritage interpretation and the off-site heritage communication, with the tourism experience as the mediator variable and the tourist characteristics as the adjustment variables. Construct a structural relationship model of "heritage interpretation – tourism experience–willingness to revisit". Studies have shown that: (1) Off-site heritage transmission positively affects on-site heritage interpretation. (2) The heritage interpretation needs to be able to better influence the willingness to revisit through a profound tourism experience. (3) The relationship between the interpretation of the heritage and the willingness to revisit is partly regulated by the gender and cultural level of the visitors, and the spread of off-site heritage is higher. Tourists of the cultural level play their influence on the willingness to revisit, and at the same time, they can exert their influence on the tourism experience among male tourists.

Key words: heritage interpretation, willingness to revisit, tourism experience, Silk Road

摘要：

为探究世界遗产丝绸之路沿线遗址点遗产诠释与重游意愿的影响关系，研究将遗产诠释分为现场遗产解说与非现场遗产传播两部分，并以旅游体验为中介变量，游客特征为调节变量，构建“遗产诠释-旅游体验-重游意愿”的结构关系模型。研究表明：（1）非现场遗产传播正向影响现场遗产解说；（2）遗产诠释需要通过深刻的旅游体验才能更好地影响重游意愿；（3）遗产诠释与重游意愿的影响关系部分受游客性别和文化程度的调节，其中非现场遗产传播更能在高文化程度的游客中发挥其对重游意愿的影响作用，同时更能在男性游客中发挥其对旅游体验的影响作用。

关键词: 遗产诠释, 重游意愿, 旅游体验, 丝绸之路

Jing WANG, Jiajia CAI, Yanni YUAN. A study on the relationship between the Silk Road's heritage interpretation and the willingness to revisit[J]. World Regional Studies, 2020, 29(6): 1260-1271.

王镜, 蔡佳佳, 原燕妮. 丝绸之路遗产诠释与重游意愿影响关系研究[J]. 世界地理研究, 2020, 29(6): 1260-1271.

Figures/Tables 12

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测量维度	测量题项	依据
非现场遗产传播	X1遗产地官方旅游宣传片	参考孙燕^[31]、高晓芳^[32]、洪艳^[33]等学者的文献，梳理整合而得
	X2遗产旅游广告
	X3遗产相关书籍、音视频资料
	X4遗产故事影视剧
现场遗产解说	Y1遗产仿真场景科技再现	参考孙燕^[31]、高晓芳^[32]、洪艳^[33]等学者的文献，梳理整合而得
	Y2导游员和讲解员
	Y3遗产文物展览
	Y4遗产文字解说
	Y5遗产电子导游、音频解说器
遗产旅游体验	S1世界遗产体验价值	贺小荣等人构建的世界遗产类旅游景区游客满意度指数（WTSI）模型^[34]
遗产旅游体验	S2旅游总体感受
重游意愿	L重复或多次游览遗产地

测量维度	测量题项	依据
非现场遗产传播	X1遗产地官方旅游宣传片	参考孙燕^[31]、高晓芳^[32]、洪艳^[33]等学者的文献，梳理整合而得
	X2遗产旅游广告
	X3遗产相关书籍、音视频资料
	X4遗产故事影视剧
现场遗产解说	Y1遗产仿真场景科技再现	参考孙燕^[31]、高晓芳^[32]、洪艳^[33]等学者的文献，梳理整合而得
	Y2导游员和讲解员
	Y3遗产文物展览
	Y4遗产文字解说
	Y5遗产电子导游、音频解说器
遗产旅游体验	S1世界遗产体验价值	贺小荣等人构建的世界遗产类旅游景区游客满意度指数（WTSI）模型^[34]
遗产旅游体验	S2旅游总体感受
重游意愿	L重复或多次游览遗产地

描述指标		频数	百分比/%
性别	男	503	46.5
性别	女	578	53.7
年龄	50后	16	1.5
	60后	55	5.1
	70后	186	17.2
	80后	302	27.9
	90后	402	37.2
	00后	120	11.1
文化程度	初中（含）以下	72	6.7
	高中、中专或职高	210	19.4
	大专	229	21.2
	本科	512	47.4
	研究生及以上	58	5.4
年收入	10万元以下	484	45
	10-15万元	387	36
	15-30万元	149	13.8
	30-100万元	37	3.4
	100万元以上	19	1.8

描述指标		频数	百分比/%
性别	男	503	46.5
性别	女	578	53.7
年龄	50后	16	1.5
	60后	55	5.1
	70后	186	17.2
	80后	302	27.9
	90后	402	37.2
	00后	120	11.1
文化程度	初中（含）以下	72	6.7
	高中、中专或职高	210	19.4
	大专	229	21.2
	本科	512	47.4
	研究生及以上	58	5.4
年收入	10万元以下	484	45
	10-15万元	387	36
	15-30万元	149	13.8
	30-100万元	37	3.4
	100万元以上	19	1.8

潜在变量	测量项	标准化因子载荷	Cronbach’s α系数	CR	AVE
非现场遗产传播	X1遗产地官方旅游宣传片	0.79	0.77	0.77	0.47
	X2遗产旅游广告	0.82
	X3遗产相关书籍、音视频资料	0.57
	X4遗产故事影视剧	0.51
现场遗产解说	Y3遗产文物展览	0.73	0.77	0.77	0.53
	Y4遗产文字解说	0.79
	Y5遗产电子导游、音频讲解气器	0.66
遗产旅游体验	S1世界遗产体验价值深	0.71	0.78	0.78	0.54
遗产旅游体验	S2旅游总体感受	0.79	0.78	0.78	0.54