长江师范学院学报2026，Vol.42Issue(4)：18-30,13.DOI:10.19933/j.cnki.ISSN1674-3652.2026.04.003
复杂组态视域下游客红色旅游行为意向影响机理研究
The Influencing Mechanism of Tourists'Behavioral Intentions in Red Tourism from the Configurational Perspective:A Case Study of Zaxi Red Town
摘要
Abstract
An in-depth exploration of the complex configurational mechanisms underlying tourists'behavioral intentions in red tourism is of great significance for the sustainable development of red tourism destinations and the high-quality marketing of the red tourism market in the new era.To this end,this study innovatively expands the theoretical framework of the Theory of Planned Behavior(TPB)from an external perspective and constructs a configurational model of the influencing mechanism of tourists'red tourism behavioral intentions.By applying a mixed-method approach that combines structural equation modeling(SEM)with fuzzy-set qualitative comparative analysis(fsQCA),and taking the Zaxi Red Town in Zhaotong as a case study,the configuration paths of the influencing mechanism are thoroughly investigated.The results show that tourists'behavioral intentions in red tourism are primarily shaped by internal subjective norms,perceived behavioral control,external objective factors,and destination-specific tourism consumption perceptions.The formation of behavioral intentions is not linear but rather the product of a complex causal nexus in which multiple factors at different levels interact synergistically;the configurational paths of red tourism behavioral intention include six paths leading to high behavioral intention and one path leading to low behavioral intention,which can be classified into three major types:jointly driven,endogenously developed,and value-perceived;and the different configuration path types are complementary and substitutable.Although the influence of each path varies,all converge toward the same behavioral intention outcome.关键词
红色旅游/行为意向/组态视域/扎西红色小镇Key words
red tourism/travel intention/configuration view/Zaxi Red Town分类
管理科学引用本文复制引用
罗文斌,李若曦,鲁玉莲..复杂组态视域下游客红色旅游行为意向影响机理研究[J].长江师范学院学报,2026,42(4):18-30,13.基金项目
国家社会科学基金后期资助项目"乡村土地旅游化利用与农户生计可持续发展研究"(25FGLB070). （25FGLB070）
