Lin Mengyi
College of Design and Innovation, Fujian Jiangxia University, Fuzhou, 350108, China.
Heliyon. 2024 Jul 22;10(15):e35029. doi: 10.1016/j.heliyon.2024.e35029. eCollection 2024 Aug 15.
The intention of tourists to revisit traditional villages plays a significant role in their sustainable development. This study utilizes a cross-sectional survey design and collects 373 valid responses from Chinese tourists via a questionnaire. The questionnaire, based on a Likert 5-point scale, encompasses key constructs such as space Atmosphere, place attachment, perceived interest, experiential marketing, recreation perception, environmental image perception, well-being, information richness, and revisit intention. To ensure the quality of data, reliability and validity assessments were performed, followed by the verification of research hypotheses using Structural Equation Modeling (SEM). The findings indicate that perceived interest and experiential marketing are pivotal variables influencing tourists' revisit intentions. well-being emerges as a crucial driver that enhancing the likelihood of tourists' return visits. Additionally, recreation perception and perceived interest significantly impact well-being, while information richness positively moderates the effects of space atmosphere, place attachment, perceived interest, and environmental image perception on well-being. These findings can be utilized to formulate strategies that influence tourists' intentions to revisit traditional villages.
游客重游传统村落的意愿对其可持续发展起着重要作用。本研究采用横断面调查设计，通过问卷调查从中国游客中收集了373份有效回复。该问卷基于李克特5级量表，涵盖空间氛围、场所依恋、感知兴趣、体验营销、娱乐感知、环境形象感知、幸福感、信息丰富度和重游意愿等关键构念。为确保数据质量，进行了信效度评估，随后使用结构方程模型（SEM）验证研究假设。研究结果表明，感知兴趣和体验营销是影响游客重游意愿的关键变量。幸福感是增加游客回访可能性的关键驱动因素。此外，娱乐感知和感知兴趣对幸福感有显著影响，而信息丰富度正向调节空间氛围、场所依恋、感知兴趣和环境形象感知对幸福感的影响。这些研究结果可用于制定影响游客重游传统村落意愿的策略。
