摘要
文章基于自我一致性理论视角,通过对418个有效样本的实证分析,检验了文化接近性对潜在游客目的地态度和旅游意向的影响机制。使用结构方程建模方法对3个嵌套模型的比较显示完全中介模型具有最好的拟合优度,研究发现:(1)文化接近性对潜在游客的自我一致性感知、目的地态度和旅游意向有显著的正向影响;(2)自我一致性对潜在游客的目的地态度和旅游意向有显著的正向影响;(3)文化接近性对潜在游客目的地态度和旅游意向的影响被自我一致性完全中介。结论如下:如果潜在游客感知到自身文化与目的地文化越接近,对自我形象与目的地形象的一致性感知就越高,因此,对该目的地的印象就越好、评价就越高、态度就越积极,到该目的地旅游的意愿就越强烈。
Based on self-congruity theory,we investigated the impact of cultural proximity on tourists' attitude towards and intention to visit a specified tourist destination,South Korea. Data were collected in November 2011. Five hundred self- determined questionnaires were distributed and 469 were returned;418 were used in the analysis after deleting unusable questionnaires. Data were analyzed using SPSS v18.0 and AMOS v18.0. Three nested models(direct influence model,partially mediated model and fully mediated model) were compared using structural equation modeling and results indicated that the fully mediated model best fit the data. Cultural proximity has a positive impact on tourists' perceived self-congruity and their attitude towards and intention to visit a given destination. Tourists' perceived self- congruity has a positive impact on their attitude towards and intention to visit a given destination. The impacts of cultural proximity on tourists' attitudes towards and intention to visit a given destination are fully mediated by perceived self- congruity. These results can be explained by social identity theory,a very influential theory that explains cognition,attitude and behavior. Because the two constructs of cultural proximity and self- congruity have the same theoretical underpinning,both can help to improve individual selfidentity and social identity;this is why the effects of cultural proximity on tourists' attitude towards and intention to visit a given destination are fully mediated by perceived self- congruity.The impact of cultural proximity can be summarized as follows:the higher the perceived proximity between potential tourists' own culture and the destination's culture,the higher the perceived congruity between their self-image and the destination image,and the better their attitude towards that destination and the stronger their willingness to visit it.
出处
《资源科学》
CSSCI
CSCD
北大核心
2014年第5期1062-1072,共11页
Resources Science
基金
国家自然科学基金项目:"长江三角洲旅游流空间网络结构特征及演化机制研究"(编号:41371155)
合肥学院人才科研项目:"旅游业就业研究"(编号:12RC14)
关键词
自我一致性理论
文化接近性
目的地态度
旅游意向
self-congruity theory
cultural proximity
attitude towards destination
visit intention
Chinese tourism
