School of Economics and Management, Chongqing Jiaotong University, Chongqing, China.
School of Business Management, Chongqing Three Gorges University, Chongqing, China.
Sci Rep. 2024 Oct 8;14(1):23464. doi: 10.1038/s41598-024-73944-1.
Shared values play an important role in attracting new tourists, retaining existing ones and gaining an important competitive advantage. Building upon the Commitment-Trust model, this study tested the role of shared ecological values in the creation of tourist trust and relationship commitment, and finally tourist behavioral intention. To test the hypotheses, a sample consisting of 480 mountaineering tourists of two representative travel agencies were surveyed, and a mixed-method approach based on a quantitative survey (n = 436) and qualitative interviews (n = 60) was also adopted to examine their relationships. Results revealed that shared ecological values between tourists and travel agencies were significantly negative predictors of credibility, while credibility and benevolence emerged as significantly positive predictors of relationship commitment. Moreover, credibility and relationship commitment were partially positively predictors of tourist's behavioral intentions. The findings enrich the extant knowledge on mountaineering tourist relationship marketing and human-nature relationships and provide implications for destination management and wildlife protection.
共同价值观在吸引新游客、留住现有游客和获得重要竞争优势方面发挥着重要作用。本研究以承诺-信任模型为基础，检验了共同生态价值观在游客信任和关系承诺形成中的作用，以及最终的游客行为意图。为了检验假设，对两家代表性旅行社的 480 名登山游客进行了抽样调查，并采用基于定量调查（n=436）和定性访谈（n=60）的混合方法来检验他们之间的关系。结果表明，游客和旅行社之间的共同生态价值观对可信度有显著的负向预测作用，而可信度和善意则对关系承诺有显著的正向预测作用。此外，可信度和关系承诺对游客的行为意向有部分正向预测作用。研究结果丰富了登山旅游关系营销和人与自然关系的现有知识，并为目的地管理和野生动物保护提供了启示。
