"乡愁"情怀下旅游者感知价值与行为意向关系研究——来自张家界乡村民宿的实证检验

“乡愁”是乡村旅游者的情感诉求，也是影响乡村旅游行为意向的重要前置变量。本文基于“认知-情感-意向”关系理论，构建感知价值、“乡愁”与行为意向之间的影响机理模型，以张家界乡村民宿旅游者的300份有效调研问卷为样本，利用SPSS22.0和Amos25.0软件进行探索性因子、验证性因子以及中间调节效度的实证分析。结果表明:炫耀价值、便利价值、美学价值及设施价值是影响张家界乡村民宿旅游消费感知的重要因素；炫耀价值、便利价值通过“乡愁”情怀的中间调节作用对乡村民宿满意度及行为意向有显著直接影响作用；设施价值对旅游者的满意度有显著影响，但对行为意向影响不显著；美学价值对旅游者的满意度及行为意向影响均不显著。文章最后指出，“乡愁”情怀是乡村民宿旅游者消费感知的重要体验，只有在硬件设施及环境营造上增加“乡愁”要素，在文化建设上丰富“乡村性”表征形式，在服务链上强化“乡愁”情感服务体验等，乡村民宿的满意度及重游意向才能大幅提高。

On the Relationship between Perceived Value and Behavioral Intention of Tourists under "Homesickness"

"Homesickness" is not only an emotional appeal of rural tourists, but also an important pre-variable that affects the behavior intention of rural tourism. Based on the relationship theory of "cognition-emotion-intention", this paper constructs a model of influence mechanism between perceived value, "homesickness" and behavioral intention, taking 300 valid survey questionnaires from Zhangjiajie country inn tourists as samples, and using SPSS22.0 and mos25.0 software to conduct an empirical analysis of exploratory factors, confirmatory factors and intermediate adjustment validity. The results show that the value of ostentation, convenience, aesthetics, and facilities are important factors affecting the perception of tourism consumption in Zhangjiajie’s country inns. These values can also affect directly the satisfaction of country inn consumption and behavior intention through the intermediate adjustment of "homesickness" feelings. The facility value has a significant impact on tourists' satisfaction, but no significant impact on behavior intention. The aesthetic value has no significant impact on tourists' satisfaction and behavior intention. The paper points out in the end that "homesickness" is an important experience of the consumption perception of country inn tourists. Only by adding "homesickness" elements to the construction of hardware facilities and environment, enriching the representation of "rural nature" in cultural construction, and strengthening the emotional service experience of "homesickness", can the satisfaction to country inns and intention to revisit be greatly improved.