旅游者感知文化距离对民族文化遗产体验意愿影响机制

基于“认知－情感－意动”理论框架，引入旅行生涯模式理论，构建了包括旅游者感知文化距离、感知新奇、感知文化风险、文化体验意愿和旅游经验等构念在内的模型，以2个典型民族文化遗产旅游目的地——广西龙脊梯田和贵州肇兴侗寨为案例地，运用PLS-SEM工具检验结构模型，结果表明：1）认知阶段对情感阶段的影响显著，即TPCD正向影响感知新奇和感知文化风险，情感阶段对意动阶段的影响亦显著，即感知新奇正向影响文化体验意愿而感知文化风险负向影响文化体验意愿；2）感知新奇与感知文化风险在TPCD对文化体验意愿的影响过程中起中介作用，该结论验证了旅游者文化体验意愿产生的心理过程遵循CAC理论模型，这是一个认知影响情感进而影响行为意愿的递进过程；3）认知积累在认知阶段对情感阶段影响路径中的调节作用部分显著，即旅游经验负向调节TPCD对感知文化风险的正向影响，但在TPCD对感知新奇的正向影响过程中的调节效应不显著。结论表明，感知文化距离在特定的国内旅游情境下同样对旅游者行为意愿有显著影响，这在一定程度上拓展了旅游文化距离研究的对象范围。

The Mechanism of the Influence of Tourists' Perceived Cultural Distance on Ethnic Cultural Heritage Intention

Although the impact of perceived cultural distance on tourists' behavioral intention has attracted great attention from tourism academic circles, relevant research conclusions are inconsistent and the action mechanism is unclear. Based on the theoretical framework of "cognitive-affective-conative" and by introducing the theory of travel career pattern, this study constructs a research model that includes Tourists' Perceived Cultural Distance (TPCD), perceived novelty, perceived cultural risk, cultural experience intention, and tourism experience. Taking two typical ethnic cultural heritage tourist destinations as case sites, a total of 705 valid questionnaires were collected. Partial Least Squares-Structural Equation Modeling (PLS-SEM) tools were used to examine the path, mediation effect, and moderation effect of the structural model. There were three significant findings. First, TPCD positively affects perceived novelty and perceived cultural risks, and perceived novelty positively influences cultural experience intention, while perceived cultural risks negatively affect cultural experience intention. Second, perceived novelty and cultural risk play an intermediary role in the process of TPCD's influence on cultural experience intention, verifying the scientificity and applicability of the "cognitive-affective-conative" theoretical framework. Third, tourism experience negatively regulates the positive impact of TPCD on perceived cultural risk, and the moderating effect of TPCD on the positive impact of perceived novelty is not significant, thus demonstrating that tourism experience is insufficient to influence the relationship between TPCD and perceived novelty. The research has found a more reasonable explanation mechanism for the inconsistent conclusions of the simple attribution study of cultural distance-tourist behavior, exploring the complex psychological mechanism of the influence of TPCD on cultural experience intention. This article explains the hypothetical path from three standpoints: the cognitive, affective, and conative stages. It verifies the important mediating role of perceived novelty and cultural risk, and the moderating effect of tourism experience based on the theory of travel career pattern. In addition, a unique contribution of this paper is that it breaks through the limitations of previous similar studies in terms of research subjects. Most of the existing studies have been conducted on transnational tourists in international tourism scenarios, while our study finds that cultural distance has an equally significant effect on travelers' behavioral intentions in ethnic tourism contexts within the same country.