摘要
以安徽省为例,采用结构方程模型,把旅游者在不同旅游阶段(旅游前vs.旅游后)对旅游目的地的不同形象感知(认知形象vs.情感形象)和旅游者态度纳入到一个整体性研究框架,分析了省域旅游目的地形象感知的形成过程及其对旅游者态度的影响。研究结论有:①旅游者在不同旅游阶段(旅游前vs.旅游后)对目的地的形象感知在因子结构、形象内涵以及感知程度等多个方面都存在较大差异。②旅游前,旅游者通过各种商业和非商业信息来源形成了关于目的地的原生/引致形象,并由此初步形成了对目的地的情感形象(旅游前)。③旅游者综合旅游前对目的地的形象感知及其在目的地的亲身经历形成了关于目的地的复合形象,并最终形成了对目的地的情感形象(旅游后)。④旅游之后旅游者的目的地形象感知对其旅游满意度和忠诚度都有显著的正向影响,与认知维度的复合形象相比,情感形象对旅游者的态度和行为具有更大的影响力。
Taking Anhui province as an example,based on the analysis of the differences of the image perceptions of destination before and after traveling,this paper incorporates tourists’image perceptions and attitudes toward destination at different stages of traveling into a holistic framework,and analyzes the relation between the formation of the image perception and tourists’attitudes with a structural equation modeling.The results show that:(1)there are big differences in the factor structure,image connotation and perception degree of the destination image perceptions before and after traveling;(2)before traveling,tourists form the organic/induced image through various commercial and non-commercial information sources,thus initially forming the affective image of the destination(before traveling);(3)tourists form the affective image of destination(after traveling)by integrating the image perception and its complex image before traveling;(4)after traveling,their perception of the destination image has a significant positive impact on their satisfaction,revisiting and recommendation intention.Compared with the complex image of cognitive dimension,the affective image has a greater influence on their attitudes and behavioral intentions.
作者
钟晓鹏
刘力
ZHONG Xiao-peng;LIU Li(Office of Teaching Administration,Anhui Finance&Trade Vocational College,Hefei 230601;School of Tourism&Exhibition,Hefei University,Hefei 230601,China)
出处
《合肥学院学报（综合版）》
2021年第4期40-48,共9页
Journal of Hefei University：Comprehensive ED
基金
安徽省旅游业青年专家培养计划项目“基于国内游客感知的安徽旅游形象研究”(AHLYZJ201417)
安徽省教育厅人文社科研究重点项目“美丽乡村建设背景下的民宿旅游发展模式研究——以皖南国际文化旅游示范区宣城市为例”(SK2016A0045)
安徽省2018年度高校学科(专业)拔尖人才学术项目(gxbjZD89)资助。
关键词
原生/引致形象
复合形象
情感形象
旅游者满意
旅游者忠诚
organic/induced image
complex image
affective image
tourist’s satisfaction
tourists’loyalty
