旅游者的民宿认同机制及行为差异研究

基于认同理论的角度，从民宿实体品牌和虚拟社群两个层面的互动影响机制进行理论模型的建构，深入探讨旅游者的民宿选择行为的影响方式，并从人地关系的角度，进一步探究旅游者的民宿选择行为空间差异。结果表明：①构建的关系模式解释力强，两个互动关系路径不仅能全面解释影响旅游者的民宿认同机理，也可用于解释旅游者的民宿选择行为空间差异形成的因素；②旅游者的民宿品牌认同对社群认同、品牌信任和品牌承诺有显著正向影响，社群认同和品牌信任对社群参与和品牌承诺有显著正向影响，社群参与显著正向影响品牌承诺和旅游者行为，品牌信任和品牌承诺正向显著影响旅游者行为；③民宿品牌信任、社群参与、品牌承诺在各自维度关系上具有显著的部分中介效应，验证了旅游者的民宿空间选择行为的差异；④乡村旅游者分类进行群组比较，有助于进一步识别模型的路径关系。

AN ANALYSIS OF THE TOURISTS' BED AND BREAKFAST IDENTIFYING MECHANISM AND DIFFERENCE IN THEIR SELECTION BEHAVIOR INFLUENCE

Based on the theory of identity, this study intends to build a theoretical model on the interactive influence mechanism between B&B brands and virtual community; and to explore the influential factors of tourists' B&B selection. From the perspective of man-land relationship, this study further explores the spatial differences of tourists' B&B selection behavior. In the path relationships between B&B brand identification and community identification, brand trust and community engagement, B&B brand identification and community identification on brand commitment, B&B brand and virtual community both have a non-parallel interactive influence on the traveler's identity. The results confirm that the two interactive paths can fully explain tourist's identity recognition mechanism and the factors that lead to the difference. The results are in line with the model construction assumption and indicate that the model has a good explanatory and predictive power on tourists' B & B selection. The results indicate that 1) the relationship model has strong explanatory power. 2) tourists' B&B brand identification has a positive impact on community identification, brand trust, and brand commitment; 3) B&B brand trust, community engagement, and brand commitment have significant partial mediating effects in their respective path relationships. 4) the group comparison of tourists' emotional difference helps to further identify the model's path relationships.