College of Tourism, Northwest Normal University, Lanzhou, Gansu, China.
College of Economics and Management, Southeast University, Nanjing, Jiangsu, China.
PLoS One. 2024 Sep 19;19(9):e0307869. doi: 10.1371/journal.pone.0307869. eCollection 2024.
The revisit intention of tourists has long been a focal point of academic inquiry. However, there is still insufficient research on the antecedents of revisit intention from the perspectives of historical storytelling, destination image and perceived value. Taking the Mogao Grottoes in Dunhuang, a UNESCO World Heritage Site, as a case study, this paper, based on stimulus-organism-response (SOR) theory, examines the impact of historical storytelling on the destination image, perceived value, and revisit intention. Additionally, it further explores the mediating role of destination image and perceived value, as well as the moderating effect of place attachment in this chain. The research findings indicate that: (1) Historical storytelling significantly enhances tourists' perception of the tourism experience and revisit intention; (2) The study supports the mediating effect of destination image and perceived value; (3) Place attachment has a significant positive moderating effect between historical storytelling and revisit intention. Effective historical storytelling can significantly enhance destination image and perceived value, improve tourists' participation and satisfaction in tourism, stimulate revisit intention, and promote the sustainable development of tourist destinations. These findings enrich the research content of cultural heritage tourism, providing valuable suggestions for improving the management level of cultural heritage tourism attractions and increasing visitors' revisit intention.
游客重游意愿一直是学术研究的焦点。然而，从历史故事讲述、目的地形象和感知价值的角度来看，关于重游意愿的前因仍然研究不足。本研究以联合国教科文组织世界遗产地敦煌莫高窟为例，基于刺激-机体-反应（SOR）理论，考察了历史故事讲述对目的地形象、感知价值和重游意愿的影响。此外，还进一步探讨了目的地形象和感知价值的中介作用，以及地方依恋在这一关系链中的调节作用。研究结果表明：（1）历史故事讲述显著增强了游客对旅游体验和重游意愿的感知；（2）研究支持目的地形象和感知价值的中介作用；（3）地方依恋在历史故事讲述与重游意愿之间具有显著的正向调节作用。有效的历史故事讲述可以显著增强目的地形象和感知价值，提高游客对旅游的参与度和满意度，激发重游意愿，促进旅游目的地的可持续发展。这些发现丰富了文化遗产旅游的研究内容，为提高文化遗产旅游景点的管理水平和增加游客重游意愿提供了有价值的建议。
