摘要
在文化旅游蓬勃发展背景下,研究文物形象拟人化程度对游客博物馆实地旅游意愿的影响具有一定的实践价值。文章提出文物形象不同的拟人化程度与游客博物馆实地旅游意愿的核心关系以及沉浸感、感知可爱的中介作用和目的地兴趣的调节作用的假设。通过线下收集游客问卷数据,该研究利用实验法分析发现:文物形象拟人化程度显著正向影响游客实地旅游意愿、沉浸感和感知可爱;沉浸感和感知可爱在拟人化程度对旅游意愿的影响中起中介作用;目的地兴趣起调节作用;高拟人化程度文物形象更能激发游客前往博物馆旅游。该研究为博物馆优化形象展示策略提供了依据,同时建议优化拟人化设计、增强沉浸体验、精准定位客群、提升目的地吸引力并加强宣传互动。
In the context of booming cultural tourism,studying the influence of the degree of anthropomorphism of cultural relics images on tourists’willingness to visit museums has practical value.This article proposes the core relationship between different degrees of anthropomorphism of cultural relics and the willingness to travel,as well as the hypotheses of the mediating role of immersion and perceived loveliness and the moderating role of destination interest.Through offline collection of tourists questionnaire data and using the experimental method,it is found that the degree of anthropomorphism of cultural heritage images significantly and positively affects the tourists’willingness to travel in person,immersion and perceived cuteness;immersion and perceived loveliness play a mediating role in the influence of the degree of anthropomorphism on the willingness to travel;destination interest plays a significant moderating role.What’s more,the impact of the high anthropomorphism group is found to be more substantial.The study provides a foundation for museums to enhance their display strategies,with recommendations including the optimization of anthropomorphic design,the augmentation of immersive experiences,the identification of visitor segments,the improvement of destination attractiveness,and the reinforcement of promotional interactions.
作者
张佳倩
常潞鑫
ZHANG Jiaqian;CHANGLuxin(Department of History and Tourism Management,Changzhi University,Changzhi Shanxi 046000;Changzhi Museum,Changzhi Shanxi 046000)
出处
《长治学院学报》
2025年第5期21-29,共9页
Journal of Changzhi University
关键词
拟人化
实地旅游意愿
感知可爱
沉浸感
目的地兴趣
anthropomorphism
on-site travel intention
perceived cuteness
immersion
destination interest
