| 淄博文旅何以“流量”变“留量”：基于顾客体验中介效应的实证分析 |
| How Can Zibo’s Cultural and Tourism Industry Transform “Traffic” into “Retention”: An Empirical Analysis based on the Mediating Effect of Customer Experience |
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| 中文关键词:淄博文旅 主客互动 顾客体验 重游意愿 |
| 英文关键词:Zibo’s cultural and tourism industry host - guest interaction customer experience revisit intention |
| 基金项目:山东省社会科学规划研究项目（23CLYJ01）。 |
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| 中文摘要: |
| 文章聚焦“流量经济”背景下文旅产业可持续发展命题，着力探究网红城市如何实现流量转化与长效发展这一核心问题，基于SOR 理论框架，构建“主客互动→顾客体验→重游意愿”理论模型，通过对“进淄赶烤”游客进行问卷调查，运用结构方程模型与Bootstrap 法进行实证检验。研究发现，主客互动正向影响顾客体验与重游意愿；顾客体验在“主客互动- 重游意愿”路径中发挥部分中介作用。研究表明，优化主客互动质量与深化体验价值感知是文旅流量转化的关键路径，这为网红城市突破“昙花效应”构建长效发展机制提供了理论依据与实践启示。 |
| 英文摘要: |
| This paper focuses on the proposition of the sustainable development of the cultural and tourism industry in the context of the “flow economy”, and endeavors to explore the core issue of how internet - famous cities can achieve traffic conversion and long - term development. Based on the SOR theoretical framework, it constructs a theoretical model of “host - guest interaction → customer experience → revisit intention”. Through a questionnaire survey of tourists visiting Zibo for barbecue, it applies structural equation modeling (SEM) and the Bootstrap method for empirical testing. The study finds that host - guest interaction positively influences customer experience and revisit intention; customer experience plays a partial mediating role in the “host - guest interaction - revisit intention” path. The research indicates that optimizing the quality of host - guest interaction and deepening the perception of experience value are key pathways for the conversion of cultural and tourism traffic, providing a theoretical foundation and practical insights for internet - famous cities to break through the “ephemeral effect” and construct a long - term development mechanism. |
| 徐超,李存超,孟海洋.淄博文旅何以“流量”变“留量”：基于顾客体验中介效应的实证分析[J].科学决策,2025,(05):140~151 |
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