基于总体态度中介变量的事件旅游影响居民感知与支持行为研究——以第八届中国花博会为例

基于理性行为理论和社会交换理论,选取第八届中国花博会作为研究个案,以总体态度为中介变量,构建事件旅游影响居民感知和支持行为关系模型,并运用Smart PLS3.0分析软件开展实证研究,探讨事件旅游影响居民感知、总体态度和支持行为之间的关系。结果显示:1居民对事件旅游正面影响的感知对总体态度产生显著正向影响,负面影响感知对总体态度产生显著负向影响;2居民对事件旅游的总体态度对支持行为产生显著正向影响;3总体态度在旅游影响感知与支持行为之间起到中介作用,说明居民对事件旅游的正负影响感知通过总体态度影响支持行为;4居民对事件旅游的支持行为更多地取决于正面感知,而不是负面感知,同时应进一步关注总体态度的其他影响因素。

TOURISM IMPACT PERCEPTION AND SUPPORTIVE BEHAVIOR OF RESIDENTS FOR EVENT TOURISM BASED ON OVERALL ATTITUDE AS MEDIATOR VARIABLE: THE CASE STUDY OF THE EIGHTH CHINA FLOWER EXPO

Community residents are important one of stakeholders for sightseeing places. Based on Theory of Reasoned Action and Social Exchange Theory, the case study of 2013 China Flower Expo in Changzhou uses Smartpls 3.0 software to explore relation between residents' perception of event tourism impact and supportive behavior, and the structural model based on overall attitude as a mediator variable is tested. The results showed that:1)Residents' positive perception towards event tourism has significant positive impact on residents' attitude, while the residents' negative perception towards event tourism has significant negative impact on residents' attitude. Residents' overall attitude has an obvious positive effect on residents' supportive behavior; 2)Overall attitude plays a mediating role in residents' perception and supportive behavior towards event tourism; 3)Residents' supportive behavior for event tourism depends more on the positive perception than on the negative perception; 4)Residents in Changzhou have paid more attention to the social-cultural impact of China Flower Expo; 5)The government and the event tourism management institutes need to improve the positive impact to residents rather than avoid the negative impact of event tourism.