| Since the establishment of the culture and tourism ministry in 2018,cultural and tourism integration has become the focus of industry and academic attention.As an important carrier of culture,rite has formed the symbol of the tourist destination,the exhibition scene,the ethnic community and the traditional customs,which is an important part of the local cultural memory.Relevant research in marketing shows that the standardization,exhibition and linguistic ability of service rituals can help the brand stand out and play a positive role in improving the experience and happiness of consumer services.As cultural tourism products that tourists can touch,feel and experience,rich and colorful ritual activities in tourist destinations not only conform to the trend of in-depth integration of culture and tourism,but also play an important role in deepening tourists' cultural experience and promoting positive behaviors.The content and expression of ritual in tourism are more abundant,the influence and its mechanism is more complicated.In this situation,it is important to explore how to influence and promote positive tourists' behaviors by colorful ritual activities,the results can provide the theoretical basis for the development of high quality cultural tourism products for tourist destinations.As an expression of the effect of tourist experience,tourists' post-tour behavior(or behavioral intention)has been widely concerned by scholars.In view of the sporadic nature of tourism behaviors,their post-tour behavioral intentions,such as revisit,recommendation and value co-creation,have focused scholars' attention.With the wide application of 5G network,smart phones and social media in recent years,a dramatic change in the way of communicate between destination businesses,governments and other travelers,tourists can influence other tourists by writing comments and sharing experiences,they can also participate in value creation by participating in virtual community interaction and contributing wisdom to destinations,these are tourists' engagement behaviors.In fact,most tourists consult other tourists' recommendations and online reviews before going on a trip.Therefore,tourists' engagement behaviors are crucial to a tourist destination,in other words,they are important standard to the high-quality development of a tourist destination.According to the interaction ritual chain and service dominant logic theory,in-depth interview,critical incident,normative analysis,open investigation survey and many other methods are used to explore the ritual interactive dimension,its effect,the mechanism and its boundary conditions.SPSS,AMOS and other software were used to conduct empirical research on the relationship between ritual interaction,emotional energy acquisition,cultural distance and tourists' corresponding behaviors,and the following conclusions were drawn:(1)The dimension and composition of ritual interaction.This dissertation divides ritual interaction between tourists and destination into four dimensions: situational,connotation,service and social.Critical event method are used to analyze qualitative data from in-depth interview,online travel notes and questionnaire,the results verified the above dimensions and formed ritual interaction items.After several rounds of verification and review,a measurement scale with good reliability and validity is developed.(2)The effect of ritual interaction on tourists' engagement behavior.There are two ways for the influence of ritual interaction on tourists' engagement behavior: first,ritual interaction directly affects tourists' engagement behavior: destinations provide tourists with ritual interaction opportunities,better interaction effect can directly lead to tourists' engagement behavior.Second,ritual interaction influences tourists' behaviors by promoting emotional energy acquisition,whic is a mediating variable of the influence of ritual interaction on the engagement behavior of tourists.During ritual interaction,tourists shift from temporary emotional investment to attaching importance to each other's relationship and emotion.(3)The mechanism of ritual interaction's influence on tourists' engagement behaviors.Emotional energy acquisition(can be divided into two aspects: cognitive enhancement and emotional immersion)is a mediating variable for the influence of ritual interaction on tourists' engagement behavior.On the one hand,ritual interaction can bring tourists a series of emotional reactions,including emotional arousal and empathic reactions.Ritual not only promot the interaction of context and connotation,but also the interpersonal interaction.Therefore,the ritual brings simple emotional arousal,as well as empathic response to tourists,which can directly promote the generation of tourists' engagement behaviors.On the other hand,ritual interaction convey the cultural symbols of tourist destinations,affect tourists' cultural understanding,value identification and their cognitive,which will have an impact on tourists' emotional immersion.However,this dissertation found that cognitive enhancement could affect tourists' emotional immersion but not directly cause tourists' engagement behaviors.This implications for tourist destinations in designing ritual interactive products,that is,tourism products should not only convey culture,but also impress,arouse tourists' emotion and resonance,so as to promote the generation of corresponding behaviors.(4)Boundary conditions of the impact of ritual interaction on tourists' engagement behavior.This dissertation confirms that cultural distance can regulate the effects of ritual interaction on tourists' cognitive enhancement,cognitive enhancement on emotional immersion and tourists' corresponding behaviors.To be specific,in the context of high cultural distance,ritual interaction has a greater positive effect on tourists' cognitive improvement,but also has a greater negative regulating effect on cognitive improvement on emotional immersion and tourists' concomitant behavior.In the context of low cultural distance,ritual interaction has less positive influence on tourists' cognition improvement,but cultural distance has less negative regulating effect on cognition improvement,emotional immersion and tourists' concurred behavior.This means that tourism destinations can adopt different development and marketing strategies according to their different resource bases and tourism development goals.The innovation of this dissertation lies in:Firstly,the ritual that has a positive effect on human emotion and behavior is introduced into the tourism context.Most studies on rituals focused on the fields of sociology,anthropology and marketing,and mainly focused on qualitative analysis.This dissertation explores the dimension of ritual interaction and its influence on tourists' engagement behavior from the perspective of tourists.Most studies on engagement behaviors focused on the influencing factors such as the quality and satisfaction of the relationship between customers and enterprises or brands.This dissertation constructed the theoretical framework of the relationship between ritual interaction,emotional energy acquisition and tourists' engagement behavior,and discussed the tourists' participation and its effect,internal mechanism and boundary conditions on the follow-up engagement behavior,which makes up for the deficiency of existing research and expands the research and application fields of ritual and tourist engagement behavior.In addition,this dissertation provides references for further research in the field of tourism by combining qualitative and quantitative methods.Secondly,in terms of research content: First,the characteristics of rituals have been studied extensively in tourism context.Four dimensions of ritual interaction were divided based on tourists' perspective,and a measurement scale with high reliability and validity was developed,which provided a basis for the follow-up research of ritual interaction.Second,according to interactive ritual chain,emotional energy acquisition is introduced as a mediator variable into the mechanism between ritual interaction and tourists' engagement behaviors.Third,the influence effect of “Ritual interaction--> Emotional immersion-->Tourist engagement behavior” is the largest,followed by “ritual interaction--> Tourist engagement behavior”,and finally is “Ritual interaction--> Cognitive enhancement-->Emotional immersion--> Tourist engagement behavior”.This provides reference for tourism destinations to develop and improve ritual interaction products.Thirdly,it explains the indirect regulating effect of cultural distance on the relationship between ritual interaction and tourists' behavior.This finding filled the gap in the impact of cultural distance on visitors' actual experience.In addition,previous studies have focused on the influence of cultural distance between different countries,this dissertation was conducted within the same country,and the conclusion still holds.This discovery verifies the hypotheses of scholars and broadens the application of cultural distance.This conclusion also provides reference for tourism destinations in formulating relevant marketing strategies. |
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