認知失調對旅遊消費意願的影響研究

Research on the Influence of Cognitive Disorder Awakening on Tourism Consumption Willingness

本文以廣東省廣州市永慶坊旅遊者爲對象，實證探究認知失調對旅遊消費意願影響。研究表明：認知失調對積極情緒有顯著負向影響；感知價值顯著影響消費意願；情緒體驗和感知價值在認知失調與消費意願間不起中介作用，但二者直接顯著影響消費意願，且認知失調直接影響消費意願。當下信息透明，景區管理者需重社交平臺口碑，適時增消費者反饋途徑，瞭解滿意度與問題，與時俱進，避免因遊客認知失調致負面行爲，影響消費意願與景區經營。

This paper takes the tourists in Guangdong Province, China Yong-Qing-fang, Guangzhou as the research object to empirically explore the impact of cognitive dissonance on tourism consumption willingness. The research findings are as follows: Cognitive dissonance has a significant negative impact on positive emotions; perceived value significantly affects consumption intention; emotional experience and perceived value do not play a mediating role between cognitive dissonance and consumption intention, but both directly and significantly affect consumption intention, and cognitive dissonance directly affects consumption intention. In the current era of information transparency, managers of scenic spots need to attach great importance to the reputation on social platforms, timely increase the feedback channels for consumers, understand their satisfaction levels and existing problems, and keep pace with the times. This is to avoid negative behaviors caused by tourists' cognitive dissonance, which may affect their consumption willingness and the operation of the scenic spots.