Measurement model verification.

In the era of the experience economy, the tourist experience has become a key factor in the development of tourist destinations. Unlike traditional sightseeing experiences, tourism cultural experiences allow for engagement in cultural activities at the destination, thereby fostering a deeper emotional connection with the local community, which subsequently influences tourists’ citizenship behavior. The “Village Basketball League” in Taijiang County, Guizhou Province is characterized as a form of tourism cultural experience with high integration and strong involvement. This study presents the “Village Basketball League” in Taijiang County as a case study. Grounded in SOR (Stimuli-Organism-Response) theory and involvement theory, this study explores the influencing factors of tourist citizenship behaviors from the perspective of the integration of culture and sports and constructs a structural equation model that includes tourism cultural experience, tourists’ involvement, flow experience, and tourist citizenship behaviors. Data analysis was performed using SmartPLS 4.0 on questionnaires completed by 314 tourists. The results indicate that: (1) The tourism cultural experience positively affects tourist feedback behaviors, tourist recommendation behaviors, and flow experience; (2) Flow experience positively influences tourist feedback behaviors and recommendation behaviors; (3) Flow experience serves as a mediator between the tourism cultural experience and both tourist feedback behaviors and tourist recommendation behaviors; (4) Tourists’ involvement negatively moderates the predictive effect of tourism cultural experience on flow experience. The research findings offer valuable insights for decision-making regarding the development of tourism destinations and offer guidance for tourism development and management.

体验经济时代下，旅游体验已然成为旅游目的地发展的核心影响因素。与传统观光体验不同，旅游文化体验（tourism cultural experience）允许游客在目的地参与各类文化活动，进而与当地社群建立更为深刻的情感联结，这一联结继而会影响游客公民行为（tourist citizenship behavior）。贵州省台江县的村BA（Village Basketball League）被界定为一种高融合性、强参与性的旅游文化体验形态。本研究以台江县村BA为案例展开研究，基于刺激-机体-反应（SOR, Stimuli-Organism-Response）理论与涉入理论（involvement theory），从文体融合视角探究游客公民行为的影响因素，并构建包含旅游文化体验、游客涉入、心流体验（flow experience）与游客公民行为的结构方程模型。本研究针对314名游客填写的问卷，采用SmartPLS 4.0软件开展数据分析。研究结果表明：其一，旅游文化体验对游客反馈行为、游客推荐行为及心流体验均产生显著正向影响；其二，心流体验对游客反馈行为与推荐行为具有显著正向影响；其三，心流体验在旅游文化体验与游客反馈行为、游客推荐行为之间发挥中介作用；其四，游客涉入负向调节旅游文化体验对心流体验的预测效应。本研究结论可为旅游目的地发展决策提供重要参考，同时为旅游开发与管理工作提供实践指引。