The relationship between happiness and the desire for hospitality mediated by tourist self-image and destination image

Abstract This research is justified by the need to broaden the theory about consumer behavior in tourism and the importance of improving commercial practices. The main objective of this study is to analyze the relationship between the search for happiness in the tourist experience and the desire for local hospitality, mediated by the congruence between the tourist's self-image and the destination image. A survey yielded 221 completed questionnaires. We took a quantitative approach to data analysis using multiple linear regression technique, and the results indicate a significant and positive relationship between the search for happiness in the tourist experience and the desire for local hospitality, mediated by the congruence of tourists self-image (how they see themselves) and tourist destination image. The originality of this study is to identify the self-image of the tourist and tourist destination as factors mediating the perception of local hospitality.摘要 本研究的开展具备充分合理性，其初衷在于拓展旅游消费者行为理论，并凸显优化商业实践的重要意义。本研究的核心目标为探析旅游体验中的幸福追寻与本土好客意愿之间的关系，该关系以游客自我形象与目的地形象的契合度为中介变量。本次调研共回收有效问卷221份，研究采用定量研究方法，运用多元线性回归技术开展数据分析。结果表明，旅游体验中的幸福追寻与本土好客意愿之间存在显著的正向关联，且该关联以游客自我形象（即游客对自身的认知）与旅游目的地形象的契合度为中介变量。本研究的创新性在于，将游客自我形象与旅游目的地形象明确为调节本土好客感知的中介因素。