景区形象对游客忠诚影响的实证研究  

The Effect of Destination Image on Destination Loyalty and Its Antecedents

作　　者：王斌[1,2] 武春友[2] 

机构地区：[1]大连外国语学院经济与管理学院,大连116044 [2]大连理工大学管理与经济学部,大连116024

出　　处：《管理评论》2011年第11期83-91,共9页Management Review

摘　　要：景区形象对目的地选择、旅游评价及游后行为倾向有着重要的影响。针对景区层面游客忠诚的影响因素,利用结构方程模型对景区形象与忠诚及其前因的满意和感知价值的关系展开实证研究,样本在16个自然与人文景区收集,共1220份。研究表明,景区形象是游客对景区忠诚的重要影响因素,它不仅对游客忠诚影响显著,对感知价值和满意也有着显著的积极影响。在感知价值和满意对忠诚的作用机制中,也验证了满意是更直接和显著的影响因素。利用因子分析可以将景区形象解析为三个有意义的维度,在对忠诚的影响中,情感形象发挥着核心作用。从时间视角可以将行为忠诚进一步解构为近期、中期和远期的行为忠诚,利用多元回归分析发现,景区形象的三个维度与三个行为忠诚维度及态度忠诚之间显示出一定的因果关系。Destination image has been testified to influence the whole process of tourists＇ traveling experience including the choice of destinations,the evaluation of the trip and behavior intention after the trip.The research,by employing the structure equation model（SEM）,conducts an empirical study to identify the relationship among destination image,perceived value,satisfaction and tourist loyalty.The results indicate that image not only directly influences tourist loyalty but also has an indirect effect on loyalty via perceived value and satisfaction.Perceived value is found to indirectly affect loyalty through satisfaction which is the key influential factor in the forming of tourist loyalty.The research further classifies destination image into three dimensionalities,namely,functional image,accessibility image and affective image.Meanwhile,from the perspective of time,the paper subdivides loyalty into short-term,mid-term,long-term and affective loyalty.Finally,the regression analysis indicates that there are causal relationships between dimensionalities of destination image and those of tourist loyalty.

关 键 词：景区形象 感知价值 满意 忠诚 

分 类 号：F592[经济管理—旅游管理] F274[经济管理—产业经济] F224