摘要
明确旅游地形象的构成内容、开发测量量表,是进行旅游地形象测评,维护改善旅游地形象的基础。以海南省为例,设计旅游地形象的测量量表,采用网络调查与实地调查相结合的方式,对游客的旅游地形象感知进行调查,运用探索性因子分析和验证性因子分析划分并验证旅游地形象构成。研究发现,旅游地形象由旅游环境形象、情感意欲形象、社会环境形象和旅游资源形象四个维度和21个变量构成;旅游地形象的构成维度是由四个一阶因子构成的二阶结构模型;量表的信度和效度良好,适合进行旅游地形象测评。最后针对海南旅游地形象存在的问题提出对策建议。
Defining the constitution content of tourism destination image and developing the measuring scales of tourism destination image are the foundation of evaluation, maintenance and improvement of tourism destination image. Taking Hainan Province as a case, this paper designs the measurement scale of tourism destination image, investigates tourists＇ perception of tourism destination image using a combination of online and fieldwork survey, divides and verifies the constitution of tourism destination image using of exploratory factor analysis and confirmatory factor analysis. The result indicates that the tourism destination image is composed of four dimensions including tourism environment image, emotion ＆ intention image, social environment image and tourism resources image, and 21 variables. The constitution dimension of tourism destination image is the second-order structural model consisting of four first- order factors. The reliability and validity of measuring scales are good, and suitable for evaluating tourism destination image. Finally, this paper provides some suggestions for the existing problems of Hainan tourism destination image.
出处
《四川文理学院学报》
2015年第6期93-98,共6页
Sichuan University of Arts and Science Journal
基金
海南省哲学社会科学规划课题"旅游舆情危机事件对海南旅游地形象感知的影响及行为意向研究"(HNSK(QN)15-15)
海南省高等学校科学研究项目"旅游网络舆情危机感知及其对旅游地形象的影响机理研究:以海南为例"(Hnky2015-17)
海南师范大学教授(博士)科研启动资助项目"我国出境旅游危机事件网络舆情的内容
现状与应对研究"(HSBS2014)
海南省级重点培育学科(地理学)基金
海南省拟建博士点地理学学科建设基金
关键词
旅游地形象
构成内容
测量量表
因子分析
海南省
tourism destination image
constitution content
measuring scale
factor analysis
Hainan Province
