文献类型：期刊文献

中文题名：文化松紧性与旅游者网红菜市场旅游意向研究

英文题名：Study on the influence of cultural flexibility among potential tourists on their intentions to visit viral food markets

作者：孙琼[1];孙云昕[1];刘颖[1]

第一作者：孙琼

机构：[1]北京联合大学管理学院,北京100101

第一机构：北京联合大学管理学院

年份：2025

期号：S1

起止页码：111-124

中文期刊名：中国软科学

外文期刊名：China Soft Science

收录：;北大核心:【北大核心2023】；

基金：北京市属高等学校优秀青年人才培育计划项目(BPHR202203211);北京联合大学重点重大项目孵化培育项目“新质生产力视域下文化和旅游深度融合发展机制与路径研究”(SK102202501)

语种：中文

中文关键词：文化松紧性;网红菜市场;旅游意向;感知文化距离;真实性感知

外文关键词：cultural elasticity;viral food markets;travel intentions;perceived cultural distance;authenticity perception

摘要：在全球化与信息化的背景下,旅游模式逐渐向个性化、沉浸式转型,网红菜市场成为新兴旅游吸引物,但潜在旅游者对其旅游意向存在文化差异。本文基于“认知—情感—意动”理论,构建“文化松紧性—感知文化距离—真实性感知—网红菜市场旅游意向”链式中介模型,采用Smart-PLS软件对收集到的有效问卷进行结构模型分析,以揭示影响机制。研究发现:文化松紧性对网红菜市场旅游意向具有显著的正向直接影响;感知文化距离在文化松紧性与旅游意向之间扮演了重要的部分中介角色,且二者呈现显著的正向线性关系;真实性感知兼具直接中介与链式中介作用,但独立解释力较弱。研究结果拓展了文化松紧性在旅游学的应用,深化了“认知—情感—意动”理论的旅游场景价值,为网红菜市场差异化产品设计、平衡“网红属性”与真实性、精准营销提供实践指导。
Against the backdrop of globalization and informatization,tourism patterns are gradually shifting toward personalized and immersive experiences.Viral online markets have emerged as novel tourist attractions,yet potential travelers exhibit cultural differences in their travel intentions toward these destinations.This study constructs a chained mediation model—“cultural tightness-perceived cultural distance-authenticity perception-tourism intention toward trendy food markets”—based on the cognitive-affective-behavioral theory.Structural model analysis using Smart-PLS software was conducted on 606 valid questionnaires to reveal the influencing mechanisms.Findings reveal that cultural tightness exerts a significant positive direct effect on tourism intention toward trendy farmers’markets.Perceived cultural distance plays a crucial partial mediating role between cultural tightness and tourism intention,exhibiting a significant positive linear relationship.Authenticity perception functions as both a direct and chain mediator,though its independent explanatory power is relatively weak.This study expands the application of cultural tightness in tourism studies,deepens the tourism-scenario value of the“cognitive-affective-intentional”theory,and provides practical guidance for differentiated product design,balancing“viral appeal”with authenticity,and precision marketing in trendy farmers’markets.