乡村旅游情境与游客钟意度关系及应用研究

Research on the Relationship between Rural Tourism Situation and Tourist Loyalty and Its Application

关键词:  风景园林  旅游情境  游客钟意度  SOR理论  乡村旅游建设

Key words:  landscape architecture  tourism situation  tourist loyalty  SOR theory  rural tourism construction

摘要:

中国正处于乡村农文旅一体化建设的重要时期，亟须实用有效的乡村旅游情境建设策略。为此，特提出“游客钟意度”概念，立足自然、乡土、历史、 休憩四大旅游情境，选取具备代表性的乡村旅游空间作为研究样本，应用SOR理论搭建“旅游情境要素-旅游情绪体验-游客钟意度”三元框架，结合多模态数据 厘清乡村旅游情境与游客钟意度的量化关系，梳理乡村旅游建设的关键评价指标并提出建设意见。研究结果显示：1)乡村旅游情境SOR三元关系成立，旅游情绪 体验在其中发挥部分中介作用；2)游客钟意度影响指标以山水景观、先前经验等为代表；3)乡村四大旅游情境分别对应不同旅游与建设需求。

Abstract:

Under the strategic background of comprehensively promoting the deep integration of agricultural, cultural, and tourism industries in China, the high-quality development of rural tourism has become a key driving force for regional sustainable development. This pressing reality underscores the urgent need for practical and empirically grounded strategies to guide rural tourism planning and development. The study retranslates the word "tourist loyalty" to more accurately reflect tourists' emotional preference and active choice towards destinations. Based on the "stimulus-organism-response" (SOR) theory, this paper constructs a triadic evaluation framework of "tourism situation elements (S) - tourism emotional experience (O) - tourist loyalty (R)" and establishes three corresponding research modules. An empirical investigation was conducted across four distinct tourism situations - Natural, Historical, Local, and Recreational - within typical public spaces of rural tourism destinations in Zhejiang Province, China. The research method uses multi-modal data collection and analysis technologies to obtain the subjective perception data of the three research modules through standardized scales, including the subject's perception and evaluation of tourism situational elements, the SAM valence and SAM arousal of tourism emotional experience, and the revisit, recommendation, and consumption intention of tourists' preferences. At the same time, physiological instruments are also used to objectively capture data on tourists' skin conductance, heart rate variability, eye tracking, and other metrics in the process of experience, and to derive real-time reactions such as emotional arousal and attention distribution. In order to improve the scientificity and accuracy of the research results, cross-validation was conducted between subjective reports and objective physiological indicators. Through reliability and validity analysis, intermediary effect test, difference analysis, and stepwise regression analysis, the quantitative relationship among the three modules was systematically analyzed, and the key evaluation indicators of rural tourism construction were identified. The results show that: 1) The triadic evaluation framework of "tourism situation elements (S) - tourism emotional experience (O) - tourist loyalty (R)" in rural tourism situations is validated. Tourism situation elements (S) have a direct positive impact on tourist loyalty (R), while tourism emotional experience (O) has a partial mediating effect, which verifies the applicability of the "stimulus-organism-response" SOR theoretical framework in this field. 2) The study identifies the key impact indicators in the three modules: in the tourism situation element (S) module, the rural mountain-water landscape is the most significant element to distinguish the four major tourism situations; in the tourism emotional experience (O) module, the SAM valence is the core emotional index that affects the tourists' preferences; in the tourist loyalty (R) module, the willingness to revisit serves as the primary measure. 3) There are significant differences in levels and influencing mechanisms of tourist loyalty across the four tourism situations, which calls for contextspecific development strategies: the Natural situation needs to enhance emotional pleasure and the rural mountain-water landscape; the Historical situation should prioritize landscape protection and itinerary arrangement; the Local situation should optimize time planning and interest stimulation; and the Rest situation needs to strengthen family support and improve the physical environment. Theoretically, this research verifies and deepens the application of the SOR theoretical framework in rural landscape tourism research by clarifying the "tourism situation elements - tourism emotional experience - tourist loyalty" framework. Practically, it provides specific evaluation indicators and construction strategies for rural tourism planning and development, thereby offering a theoretical basis and practical guidance for its high-quality development.