The Influence Of Tourism Resource Uniqueness And Service Quality On Tourist Citizenship Behavior

Tourist citizenship behavior can contribute to promote the value of tourists and scenic spots,and is the key to obtain sustainable competitive advantages of tourist attractions.How to stimulate tourist citizenship behavior to enhance the brand influence of tourism enterprises is not only the challenge faced by tourism enterprises at present,but also the research problem widely concerned by scholars at home and abroad.Although the existing research has carried out a very rich discussion on customer citizenship behavior,there may be differences in the influencing factors of customer citizenship behavior in different service consumption situations,and so far there is little literature on how to motivate tourists to make citizenship behavior in the context of tourism consumption.This study attempts to examine the influencing factors and internal mechanisms of tourist citizenship behavior,and analyzes them closely around two sub-studies,based on a framework integrating the Stimulus-Organism-Response Model and the Social Exchange Theory.First,through the review of the relevant research on tourist emotions,we developed tourist emotion measurement under tourism consumption situation.Second,we studied tourism resource uniqueness and tourism service quality affect tourist citizenship behavior(i.e.,word-of-mouth recommendation and information feedback),and investigate the mediating effects of tourist emotions(i.e.,positive and negative emotions).The sample data is analyzed by qualitative analysis,structure equation modeling and Bootstrapping procedures,and the following conclusions are drawn:(1)Tourist emotions in the context of tourism consumption consists of two dimensions: positive emotion and negative emotion.(2)Tourism resource uniqueness and tourism service quality positively affect tourist positive emotion,and negatively affect tourist negative emotions.(3)Tourist positive emotion positively affect their word-of-mouth recommendation and information feedback,while negative emotions play a negative role.(4)Tourist positive and negative emotion exerts mediating effects on the relationships between scenic resource uniqueness and service quality and tourist citizenship behaviors,and positive emotion can have greater mediating effects than negative emotion.