중국 공자문화유산 관광객의 관광동기가 지각된 가치 및 행동의도에 미치는 영향
The Effects of Tourism Motivation of Chinese Confucius Cultural Heritage Tourists on Perceived Values and Behavioral Intentions
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(Purpose) This paper takes tourists visiting Confucius cultural heritage sites as the research object. By exploring the impact mechanism of tourism motivation and perceived value on tourists' behavioral intentions, it constructs and empirically tests the relationship model among tourism motivation, perceived value, and behavioral intentions. Therefore, it is of great significance for promoting the high-quality development of Confucius cultural tourism industry. (Design/Methodology/Approach)Through literature analysis, hypotheses are established based on the composition and structured models of the evaluation index systems of each variable. By analyzing data via questionnaire surveys, the impact of the independent variables on the dependent variables is hypothesized. This approach enriches the content of the research field on Confucian cultural heritage tourism to a certain extent and promotes the development of Confucian cultural heritage tourism. (Findings) This study selected Qufu City, Shandong Province, a location of Confucian cultural heritage, to analyze the interaction mechanisms among the variables of tourism motivation, perceived value, and behavioral intention related to Confucian cultural heritage tourism. According to the analysis results, first, tourism motivation was found to have a significant impact on perceived value. Second, perceived value was found to significantly affect behavioral intention, with a relationship existing between each dimension of perceived value and behavioral intention.When perceived value is used as a mediator, the effect of tourism motivation on behavioral intention can be considered substantial. (Research implications or Originality) This paper enriches the quantitative research on Confucian cultural heritage from a theoretical basis and, to a certain extent, enhances the content of the research field of Confucian cultural heritage tourism, thereby promoting the development of tourism related to Confucian cultural heritage.
Abstract
(Purpose) This paper takes tourists visiting Confucius cultural heritage sites as the research object. By exploring the impact mechanism of tourism motivation and perceived value on tourists' behavioral intentions, it constructs and empirically tests the relationship model among tourism motivation, perceived value, and behavioral intentions. Therefore, it is of great significance for promoting the high-quality development of Confucius cultural tourism industry. (Design/Methodology/Approach)Through literature analysis, hypotheses are established based on the composition and structured models of the evaluation index systems of each variable. By analyzing data via questionnaire surveys, the impact of the independent variables on the dependent variables is hypothesized. This approach enriches the content of the research field on Confucian cultural heritage tourism to a certain extent and promotes the development of Confucian cultural heritage tourism. (Findings) This study selected Qufu City, Shandong Province, a location of Confucian cultural heritage, to analyze the interaction mechanisms among the variables of tourism motivation, perceived value, and behavioral intention related to Confucian cultural heritage tourism. According to the analysis results, first, tourism motivation was found to have a significant impact on perceived value. Second, perceived value was found to significantly affect behavioral intention, with a relationship existing between each dimension of perceived value and behavioral intention.When perceived value is used as a mediator, the effect of tourism motivation on behavioral intention can be considered substantial. (Research implications or Originality) This paper enriches the quantitative research on Confucian cultural heritage from a theoretical basis and, to a certain extent, enhances the content of the research field of Confucian cultural heritage tourism, thereby promoting the development of tourism related to Confucian cultural heritage.