摘要
随着旅游目的地之间的市场竞争加剧,如何吸引旅游者重游成为旅游业界和学界关注的重要课题。本文以厦门市为例实证研究了目的地形象对感知吸引力及重游意向的影响。研究结果显示:(1)情感形象、总体形象以及认知形象中的目的地品牌、自然和文化维度对感知吸引力有显著正向影响;(2)情感形象、总体形象以及认知形象中的目的地品牌、自然和文化维度通过感知吸引力对重游意向产生间接影响;(3)认知形象中的接待环境维度对感知吸引力没有显著正向影响,但对重游意向有显著直接正向影响;(4)目的地品牌、情感形象、总体形象对感知吸引力的影响以及感知吸引力对重游意向的影响在不同的市场中表现出良好的恒定性。
With the intensifying competition between tourism destinations, how to attract tourists to revisit has become an issue of significance to both tourism academic circle and practitioners. This paper took Xiamen city as a case in point to make an empirical exploration into the effects of destination images on the perceived attractiveness and revisit intentions. The results show that ： （ 1 ） affective image, overall image, perceived image of destination brand, and the natural and cultural features of a destination have significant positive impact on its perceived attractiveness; （2） affective image, overall image, perceived image of a destination brand, and the natural and cultural features have indirect impact on revisit intention through the perceived attractiveness; （3） the perceived reception environment has significant positive effect on revisit intentions, but not on the perceived attractiveness ; （4） the impact of destination brand, affective image and overall image on the perceived attractiveness and that of the perceived attractiveness on revisit intention demonstrates fairly sound invariability on different markets.
出处
《旅游科学》
CSSCI
北大核心
2015年第6期50-67,共18页
Tourism Science
基金
国家自然科学基金项目"基于旅游目的地的旅游客源忠诚度区域差异的实证研究"(71373054)
"基于旅游感知的旅游业发展对农业目的地社区居民生活质量影响的实证研究"(71073029)
"利益博弈与模式创新-基于村落遗产地旅游制度变迁的理论与实证研究"(71203162)
国家旅游局旅游业青年专家培养计划资助项目"旅游目的地社会责任对旅游者行为意向的作用机理研究"(TYETP201332-2)
广东省高等学校优秀青年教师培养计划资助项目"村落遗产地保护行为的形成机制与实现路径研究-基于利益主体视角"(Yq2013158)
关键词
认知形象
情感形象
总体形象
感知吸引力
重游意向
cognitive image
affective image
overall image
perceived attractiveness
revisit intention
