近年来，随着文化创意产业和旅游业的融合发展，文化创意旅游热潮兴起，对 满足游客个性化的旅游需求表现出巨大的市场潜力。旅游体验作为旅游学界的核心 范畴，学者们在旅游体验的相关理论研究中已取得丰富的成果，在实证方面上也有 较为成熟的研究。但是，由于旅游种类繁多且旅游体验结构与分类不统一，旅游体 验呈现丰富多维态势发展，近年兴起的文化创意旅游的旅游体验仍存在一定的研究 空间。本文以文化创意旅游的重要载体“文化创意产业园”为研究案例地，首先着 重分析文化创意旅游的特征，发现其与价值共创的联系，然后在价值共创理论指导 下，结合前人研究成果确定旅游体验维度。同时，基于态度理论构建以共创程度为 调节变量的“旅游体验—满意度—行为意向”理论模型并对其进行实证分析，为研 究文化创意旅游背景下的旅游体验提供一个新的研究视角，加深对旅游体验、满意 度和行为意向三者关系的理解，也为文化创意产业园及同类型文化创意旅游目的地 的管理提供一定的理论参考。本文研究结论主要有： （1）文化创意产业园的旅游体验主要划分为独特体验、互动体验和遁世体验3 个维度；（2）独特体验和遁世体验对满意度具有显著正向影响，而互动体验对满意 度影响不显著；独特体验对行为意向具有显著正向影响，互动体验和遁世体验对行 为意向影响均不显著；满意度对行为意向有显著的正向影响；独特体验、遁世体验 均通过满意度的中介作用对行为意向有显著正向影响；（3）共创程度在独特体验、 互动体验和满意度之间存在显著调节作用，随着共创程度水平的提升，独特体验与 满意度的正相关关系得到加强，而互动体验对满意度的影响从负向转为正向；共创 程度对独特体验和行为意向的关系起正向调节作用；（4）根据研究结论提出两点管 理启示：要创造对话互动式的个性化体验情境以及营造轻松且创意的氛围环境。 关键词：旅游体验；价值共创；满意度；行为意向；文化创意产业园 II Abstract Inrecentyears,withtheintegrationanddevelopmentofculturalandcreative industriesandtourism,theupsurgeofculturalandcreativetourismhasarisen,showing greatmarketpotentialtomeetthepersonalizedtourismneedsoftourists.Tourism experienceisthecorecategoryinthetourismfield.Scholarshavemaderich achievementsintherelevanttheoreticalresearchoftourismexperience,andhavealso maderelativelymatureresearchintheempiricalaspect.However,duetothevarietyof tourismandtheinconsistentstructureandclassificationoftourismexperience,tourism experienceshowsarichandmulti-dimensionaldevelopment,andhascreated opportunitiesforresearchonthetourismexperienceofculturalandcreativetourismthat hasariseninrecentyears.Thispapertakesculturalandcreativeindustrialpark,an importantcarrierofculturalcreativetourism,asacasestudy.Firstly,itfocuseson analyzingthecharacteristicsofculturalcreativetourismandfindstherelationship betweenculturalcreativetourismandvalueco-creation.Then,undertheguidanceof ValueCo-creationTheory,itdeterminesthedimensionoftourismexperiencecombined withpreviousresearchresults.Atthesametime,basedontheAttitudeTheory,the theoreticalmodelof"tourismexperience,satisfactionandbehaviorintention"withthe degreeofco-creationasthemoderatorisconstructedandempiricallyanalyzed,which providesanewperspectiveforstudyingtourismexperienceunderthebackgroundof culturalandcreativetourism,deepenstheunderstandingoftherelationshipamong tourismexperience,satisfactionandbehaviorintention,andalsoprovidescertain theoreticalreferenceforthemanagementofculturalandcreativeindustrialparkand similarculturalandcreativetourismdestinations.Themainconclusionsofthisstudyare asfollows:(1)Thetourismexperienceoftheculturalandcreativeindustrialparkmainly consistsofthreedimensions,includinguniqueexperience,interactiveexperienceand reclusiveexperience.(2)Uniqueexperienceandreclusiveexperiencehavesignificant positiveeffectonsatisfaction,whileinteractiveexperiencehasnosignificanteffecton satisfaction.Uniqueexperiencehassignificantpositiveeffectonbehaviorintention,while interactiveexperienceandreclusiveexperiencehavenosignificanteffectonbehavior III intention.Satisfactionhasasignificantpositiveeffectonbehaviorintention.Unique experienceandreclusiveexperiencehavesignificantpositiveeffectsonbehaviorintention throughthemediationofsatisfaction.(3)Thedegreeofco-creationhasasignificant moderatingeffectamonguniqueexperience,interactiveexperienceandsatisfaction.With theimprovementofco-creationlevel,thepositivecorrelationbetweenuniqueexperience andsatisfactionisstrengthened,whiletheinfluenceofinteractiveexperienceon satisfactionchangesfromnegativetopositive.Besides,thedegreeofco-creationplaysa positiveroleinregulatingtherelationshipbetweenuniqueexperienceandbehavior intention.(4)Accordingtotheresearchconclusion,twomanagementinspirationsareput forward:tocreateapersonalizedexperiencesceneofdialogueandinteractionandto createarelaxedandcreativeatmosphereandenvironment. Keywords：Tourismexperience;ValueCo-creation;Satisfaction;BehaviorIntention; CulturalandCreativeIndustrialPark IV 目录 摘要.......................................................................................................................................I Abstract................................................................................................................................II 目录....................................................................................................................................IV 1绪论...................................................................................................................................1 1.1研究背景及意义.........................................................................................................1 1.2研究目的.....................................................................................................................2 1.3研究方法.....................................................................................................................3 1.4研究内容及技术路线.................................................................................................3 1.5创新之处.....................................................................................................................6 2文献综述...........................................................................................................................7 2.1文化创意旅游.............................................................................................................7 2.2旅游体验...................................................................................................................11 2.3价值共创...................................................................................................................15 2.4满意度.......................................................................................................................18 2.5行为意向...................................................................................................................19 2.6理论基础...................................................................................................................20 3研究设计与数据调研.....................................................................................................23 3.1研究假设的提出.......................................................................................................23 3.2研究模型的构建.......................................................................................................25 3.3问卷设计和数据收集...............................................................................................26 4实证分析.........................................................................................................................30 4.1描述性统计分析.......................................................................................................30 4.2信度分析...................................................................................................................32 V 4.3效度分析...................................................................................................................33 4.4概念模型的结构方程分析与假设检验...................................................................36 4.5本章小结...................................................................................................................42 5结论与展望...................