农业文化遗产旅游中主客互动对游客公民行为的影响研究:以元阳哈尼梯田为例

Study on the Influence of Host-guest Interaction on Tourist Citizenship Behavior in Agricultural Heritage Tourism: A Case Study of Yuanyang Hani Terraces Heritage Site

  • 摘要: 游客是旅游活动中的重要参与主体,引导游客在农业文化遗产旅游中实施公民行为有利于实现旅游地的可持续发展。本文以元阳哈尼梯田为例,基于主客互动视角,提炼农业文化遗产旅游中主客互动的构成维度,并以此为基础构建模型,将心理所有权作为中介变量,明晰主客互动对游客公民行为的作用路径。结果表明:(1)农业文化遗产旅游主客互动维度包括农业产品与服务互动、农匠精神与情感互动、乡村风俗与文化互动、遗产历史与旅游信息互动;(2)主客互动各维度对游客公民行为直接影响效果有所差异,农匠精神与情感互动不能直接影响游客推荐行为,但可以直接影响游客帮助和反馈行为,而其他三种互动类型均能直接影响游客公民行为(推荐、帮助和反馈);(3)心理所有权在主客互动对游客公民行为影响过程中起中介作用。基于研究结论,从创新旅游产品和服务、关注文化遗产价值传播能力、激发游客心理所有权等方面,为农业文化遗产地旅游的可持续发展提出相关建议。

     

    Abstract: As the key participants in tourism activities, tourists should be guided to implement responsible citizenship behavior in the process of agricultural heritage tourism, which is conducive to realizing the sustainable development of heritage destinations. From the host-guest interaction perspective, this study took Hani Terrace in Yuanyang as the research object to analyze the relationship between host-gust interaction and tourist citizenship behavior. The results showed that: (1) Host-guest interaction in agricultural heritage tourism was composed of four dimensions: agricultural products & services interaction, farmer craftsman spiritual & emotional interaction, rural customs & cultural interaction, and heritage historical & tourism information interaction. (2) Differences in the effectiveness of the four dimensions of host-guest interaction in directly positively influencing tourist citizenship behavior. Farmer craftsman spiritual & emotional interaction could not directly and positively affect their recommendation behaviors, but could directly and positively influence their help and feedback behaviors. Agricultural products & services interaction, rural customs & cultural interaction, and heritage historical & tourism information interaction could positively affect their citizenship behavior (including recommendation, help, and feedback). (3) In agricultural heritage tourism, tourist psychological ownership played a mediating role in the influence of host-guest interaction on tourist citizenship behavior. Based on the above conclusions, suggestions for the sustainable development of agricultural heritage tourism were proposed, focusing on innovating tourism products and services, enhancing the dissemination of cultural heritage values, and stimulating tourists' psychological ownership.

     

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