环境恢复性感知对中医药文化旅游者游后行为意向的影响
The Influence of Environmental Restorative Perception on Post-visit Behavioral Intentions of TCM Cultural Tourists
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초록
在健康中国战略的背景下，中医药文化旅游因其独特的文化内涵与健康属性正发展成为重要的新型旅游业态。中医药文化中“治未病”的理念与整体观，高度契合当代人群对身心健康多元化的需求。本研究基于S-O-R-M理论框架展开在中医药文化旅游情境下，环境恢复性感知对旅游者的游后行为意向影响，以环境恢复性感知为刺激变量（S），中医药文化旅游者的实现幸福感与享乐幸福感为机体变量（O），游后行为意向为反应变量（R），并引入健康意识作为调节变量（M）。通过问卷调查收集数据，并运用结构方程模型进行实证分析。研究结果表明：（1）环境恢复性感知显著正向影响中医药文化旅游者的游后行为意向；（2）实现幸福感与享乐幸福感在环境恢复性感知与游后行为意向之间均发挥显著的中介作用；（3）健康意识对环境恢复性感知影响享乐幸福感与实现幸福感的过程具有显著的正向调节效应。研究结论验证了环境恢复性感知理论在中医药文旅场景的适用，为中医药文化旅游场景设计提供理论依据，同时揭示其在提升游客行为意向时幸福感的中介作用，并为健康敏感型游客的差异化体验开发提供实践指导，最终助推中医药文化活态传承与产业可持续发展。
Abstract
Under the Healthy China Strategy, Traditional Chinese Medicine (TCM) cultural tourism is evolving into a significant new tourism format due to its unique cultural connotations and health attributes, where the TCM concepts of "preventive treatment" (zhi wei bing) and holistic healthcare closely align with contemporary society’s diversified demands for physical and mental well-being. Grounded in the S-O-R-M theoretical framework, this study examines the influence of environmental restorative perception on tourists’ post-visit behavioral intentions within TCM cultural tourism contexts, specifically positioning environmental restorative perception as the stimulus variable (S), TCM tourists’ eudaimonic well-being (meaning-driven fulfillment) and hedonic well-being (pleasure-driven enjoyment) as organismic variables (O), post-visit behavioral intentions as the response variable (R), and introducing health awareness as the moderating variable (M). Through questionnaire-based data collection and structural equation modeling analysis, the results demonstrate that: (1) environmental restorative perception exerts a significant positive influence on TCM cultural tourists’ post-visit behavioral intentions; (2) both eudaimonic and hedonic well-being significantly mediate the relationship between environmental restorative perception and behavioral intentions; (3) health awareness positively moderates the effects of environmental restorative perception on both forms of well-being. These findings validate the applicability of environmental restorative perception theory in TCM tourism settings, provide theoretical foundations for designing TCM cultural tourism experiences, reveal the mediating role of well-being in enhancing visitors’ behavioral intentions, offer practical guidance for developing differentiated experiences for health-sensitive tourists, and ultimately contribute to the living heritage transmission of TCM culture and sustainable industry development.