Tang Jinwen, Wang Jingna, Zhang Min, Huang Weizhao
College of Management, Guangdong Polytechnic Normal University, Guangzhou, China.
International College, Krirk University, Bangkok, Thailand.
Front Psychol. 2023 Mar 9;14:1080457. doi: 10.3389/fpsyg.2023.1080457. eCollection 2023.
This study examines the potential predictors of tourist citizenship behavior based on the Stimulus-Organism-Response framework. The studies were conducted in China. Data were collected questionnaire surveys. Structural equation path modeling and mediation as well as moderation role were used for data analyses. This model was used to test the hypotheses using a sample of 325 individuals with tourism experience in Guangzhou city. The results reveal that tourism destination brand experience and brand relationship quality significantly affect tourist citizenship behavior. Furthermore, the results show that brand relationship quality significantly mediates the relationship between tourism destination brand experience and tourist citizenship behavior and demonstrate that commitment plays a significant moderating role between brand relationship quality and tourist citizenship behavior. This study clearly shows the relationship between tourism destination brand experience, brand relationship quality, and tourist citizenship behavior. Thus, this study contributes to existing tourism studies by identifying gaps and proposing a holistic view to understand tourist citizenship behavior in the tourism industry.
本研究基于刺激-机体-反应框架，考察了游客公民行为的潜在预测因素。研究在中国开展。数据通过问卷调查收集。采用结构方程路径建模以及中介和调节作用分析进行数据分析。该模型以广州市325名有旅游经历的个体为样本对假设进行了检验。结果显示，旅游目的地品牌体验和品牌关系质量显著影响游客公民行为。此外，结果表明品牌关系质量在旅游目的地品牌体验与游客公民行为之间起显著中介作用，且承诺在品牌关系质量与游客公民行为之间起显著调节作用。本研究清晰地揭示了旅游目的地品牌体验、品牌关系质量与游客公民行为之间的关系。因此，本研究通过识别差距并提出一个整体视角来理解旅游业中的游客公民行为，为现有旅游研究做出了贡献。
