智慧旅游背景下旅游虚拟社区情感依恋特征、影响及空间效应研究--以驴友俱乐部为例

Emotional attachment to virtual community is a special phenomenon of man-land relationship. Taking travel enthusiasts club, a kind of typical tourism virtual community, as study case, the project probes into tourists' environmental psychology and behavior in tourism virtual community and its spatial effect under the background of smarter tourism from the perspective of place emotion. The study measures tourists' emotional attachment to tourism virtual community with measurement scales, analyzes the dimensionally structural characteristics and difference characteristics of tourists' emotional attachment and thereby reveals the intrinsic properties of this kind of emotional attachment. By constructing structural equation model, effects of emotional attachment to tourism virtual community on tourists' online communication behavior and travel behavior and their mechanism are quantitatively researched. The project explores the relationship between tourists' emotional attachment to tourism virtual community and virtual social space, planning and management of tourist destination to discover the spatial effect of tourists' emotional attachment. By case study, the project attempts to profoundly reveal the emotional meanings that are contained in tourism virtual community and their effects on virtual community and tourism development, explore the theory and methods of virtual community construction and tourism planning that base on tourists' emotional attachment, enrich tourism planning theory, which thereby provides theory guidance and reference for planning and building tourism virtual community and tourist destination full of place identity.

人对网络虚拟社区的情感依恋是一种特殊的人地关系现象。本项目以驴友俱乐部这一典型的旅游虚拟社区为研究对象，从地方情感的角度探讨智慧旅游背景下旅游者在旅游虚拟社区中的环境心理、行为及其空间效应等问题。项目设计测量量表对旅游者的旅游虚拟社区情感依恋进行测量，分析旅游虚拟社区情感依恋的维度结构特征和差异特征，揭示这种情感依恋的内在本质属性；通过构建结构方程模型，定量研究旅游虚拟社区情感依恋对旅游者的线上交流行为和线下旅游行为的影响及其作用机制；探讨旅游虚拟社区情感依恋与虚拟社会空间和旅游地规划、开发与管理的关系，从而明确旅游虚拟社区情感依恋的空间效应。本项目试图通过若干案例研究，深刻揭示旅游虚拟社区蕴含的情感意义及其对虚拟社区和旅游发展的影响作用，总结基于情感依恋的旅游虚拟社区建设及旅游地规划理论与方法，丰富旅游规划理论，为规划建设富有地方性的旅游虚拟社区和旅游地提供指导与借鉴。

本项目以驴友俱乐部这一典型的旅游虚拟社区为研究对象，从地方情感的角度探讨了旅游者对旅游虚拟社区的情感依恋这一特殊的人地关系现象。项目以多个驴友俱乐部为案例，开发设计了测量量表对旅游者的旅游虚拟社区情感依恋进行了测量，定量分析了旅游虚拟社区情感依恋的维度结构特征、总体特征和差异特征，研究发现虚拟社区成员的情感依恋有着与现实社区居民社区依恋相似的特征；通过构建结构方程模型，定量研究了旅游虚拟社区情感依恋对成员线下旅游活动参与行为的影响，以及线下旅游体验对成员的虚拟社区依恋的影响；探讨了旅游虚拟社区情感依恋的虚拟空间效应和现实空间效应。本项目揭示了旅游虚拟社区蕴含的情感意义及其对旅游者行为的影响，拓展了虚拟空间的地理学人地关系研究，研究成果对旅游虚拟社区建设和旅游地发展具有参考意义。