旅游景区共生形象对游客重游意愿及口碑效应影响的实证研究——以西安曲江唐文化主题景区为例  

An Empirical Study on the Impact of Symbiotic Image in Scenic Areas on Tourists' Willingness of Revisit and Their Words of Mouth Effect——A Case Study on Qujiang Scenic Areas with the theme of Tang Culture in Xi'an

作　　者：白凯[1,2] 郭生伟 

机构地区：[1]陕西师范大学旅游与环境学院,陕西西安710062 [2]陕西师范大学国际商学院,陕西西安710062 [3]IBM(中国)全球管理咨询服务部,陕西西安710075

出　　处：《旅游学刊》2010年第1期53-58,共6页Tourism Tribune

基　　金：国家自然科学基金(40901077/40771058);陕西师范大学"211工程"三期重点学科建设子项目(消费行为;服务营销与文化产业发展规制研究);陕西省教育厅科学研究计划项目(05JK037)共同资助~~

摘　　要：本文以西安曲江唐文化主题景区形象为实证研究对象,从景区共生形象角度选取了曲江唐文化主题景区内大雁塔和大唐芙蓉园为景区形象生成基础,关联研究了共生景区形象对游客重游意愿及口碑效应的影响,研究结果显示:主题景区旅游形象生成主要受景区内共生景点中历史遗存类景点旅游形象的影响,新建同一主题文化公园对主题景区旅游形象生成也有明显影响,但不如历史遗存类景点旅游形象对主题景区旅游形象生成的影响大;旅游景区共生形象和游客后续行为意图中的重游意愿和口碑效应之间有着正向关系;景区内同一主题共生景点旅游形象对游客重游意愿存在正向的关系,和游客口碑效应(WOM)没有明显的关系。该结果说明了主题景区整体旅游形象是导致游客重返景区和口碑宣传景区的主要原因。The paper, with the Tang cultural theme scenic area in Qu Jiang, Xi＇an as an object of empirical study, based on the selection of the Big Wild Goose Pagoda and Tang Paradise from the perspective of symbiotic image, makes a related study of the impact of symbiotic image in scenic spots on tourists＇ willingness of revisit and their words of mouth effect. The results indicate that the forming of tourist image in the theme scenic spots is mainly affected by the historical monuments in the symbiotic scenic spots, while newly-buih theme cultural park also has distinct impact on the forming of tourist image in the theme scenic spots, but its impact is not so large as the impact of the tourist image in historical monuments on the forming of tourism image in the theme scenic spots. Symbiotic image in scenic spots has positive relationship with tourists＇ willingness of revisit and words of mouth effect in their subsequent actions. Tourist image of similar theme symbiotic scenic spot has positive relationship with tourists＇ willingness of revisit, but does not have distinct rela- tionship with their words of mouth effect. This result shows that overall tourist image in the theme scenic area is the major reason that leads to tourists＇ revisit and their publicity of scenic area.

关 键 词：主题景区 共生形象 重游意愿 口碑效应 西安曲江 

分 类 号：F592[经济管理—旅游管理]