丝绸之路遗产诠释与重游意愿影响关系研究

为探究世界遗产丝绸之路沿线遗址点遗产诠释与重游意愿的影响关系，研究将遗产诠释分为现场遗产解说与非现场遗产传播两部分，并以旅游体验为中介变量，游客特征为调节变量，构建“遗产诠释-旅游体验-重游意愿”的结构关系模型。研究表明：（1）非现场遗产传播正向影响现场遗产解说；（2）遗产诠释需要通过深刻的旅游体验才能更好地影响重游意愿；（3）遗产诠释与重游意愿的影响关系部分受游客性别和文化程度的调节，其中非现场遗产传播更能在高文化程度的游客中发挥其对重游意愿的影响作用，同时更能在男性游客中发挥其对旅游体验的影响作用。

A study on the relationship between the Silk Road's heritage interpretation and the willingness to revisit

In order to explore the relationship between the interpretation of the heritage sites along the World Heritage Silk Road and the willingness to revisit, the study divided the heritage interpretation into two parts: the on-site heritage interpretation and the off-site heritage communication, with the tourism experience as the mediator variable and the tourist characteristics as the adjustment variables. Construct a structural relationship model of "heritage interpretation – tourism experience–willingness to revisit". Studies have shown that: (1) Off-site heritage transmission positively affects on-site heritage interpretation. (2) The heritage interpretation needs to be able to better influence the willingness to revisit through a profound tourism experience. (3) The relationship between the interpretation of the heritage and the willingness to revisit is partly regulated by the gender and cultural level of the visitors, and the spread of off-site heritage is higher. Tourists of the cultural level play their influence on the willingness to revisit, and at the same time, they can exert their influence on the tourism experience among male tourists.