游客对武汉美食购买意向的影响因素探究

IF 1.2 Q4 BUSINESS
Cao Yan, Chonlavit Sutunyarak
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引用次数: 0

摘要

长期以来,人们一直认为美食在旅游活动中非常重要,对游客的满意度有着积极的影响。因此,当地美食已成为旅游目的地的重要吸引力,也是目的地营销的重点之一。本研究以感知价值理论、感知风险理论和计划行为理论为基础,旨在了解游客购买地方美食的意向及其影响因素,选择中国武汉作为研究案例,对 2023 年到访武汉的游客进行实证调查。数据分析采用证实性因素分析和结构方程模型来检验研究假设。结果表明,质量价值、价格价值、情感价值、认知价值、文化价值和健康价值能够提高游客的满意度,增强游客对武汉美食的购买意向。然而,社会价值和感知风险对满意度和购买意向没有显著影响,游客对武汉美食的满意度正向影响游客的态度和游客的满意度。态度、主观规范和感知行为控制也是预测游客武汉美食购买意向的关键因素。购买意向模型符合拟合标准:X²/Df = 1.533,RMSEA = 0.025,CFI = 0.977,IFI = 0.977。本研究结果为政府主管部门和相关企业促进武汉美食旅游的发展提供了参考。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Exploring factors affecting tourists’ purchase intention of Wuhan cuisine
Food has long been considered very important in tourism activities and it has a positive effect on tourist satisfaction. Then local cuisine has become an important attraction for tourist destinations and one of the focuses of destination marketing. This study is based on the theory of perceived value, perceived risk theory, and the theory of planned behavior, aiming to understand tourists’ intentions to purchase local cuisine and its influencing factors, choosing Wuhan, China as the study case, and conducting an empirical survey on tourists visiting Wuhan in 2023. Data analysis was conducted using confirmatory factor analysis and structural equation modeling to test the research hypotheses. The results show that the value of quality, price, emotion, cognition, culture and health can improve tourists’ satisfaction and enhance tourists’ purchase intention of Wuhan cuisine. However, social value and perceived risk have no significant effect on satisfaction and purchase intention, tourists’ satisfaction with Wuhan cuisine positively affects tourists’ attitude, and tourists’ satisfaction. Attitude, subjective norms and perceived behavioral control are also key factors to predict tourists’ purchase intention of Wuhan cuisine. The purchase intention model meets the fitting criteria: X²/Df = 1.533, RMSEA = 0.025, CFI = 0.977, IFI = 0.977. The results of this study provide a reference for the competent government departments and related enterprises to promote the development of food tourism in Wuhan.
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来源期刊
Innovative Marketing
Innovative Marketing Economics, Econometrics and Finance-Economics, Econometrics and Finance (miscellaneous)
CiteScore
2.50
自引率
9.10%
发文量
58
审稿时长
9 weeks
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