旅游动机、目的地形象与旅游者期望  

Empirical Study on Relationships of Travel Motivation, Destination Image and Tourist Expectation

作　　者：王纯阳[1] 屈海林 

机构地区：[1]五邑大学经济管理学院,广东江门529020 [2]美国俄克拉荷马州立大学人文科学学院,俄克拉荷马州静水74075

出　　处：《旅游学刊》2013年第6期26-37,共12页Tourism Tribune

基　　金：国家自然科学基金项目(71203162);教育部人文社会科学研究规划基金项目(11YJC630201)资助~~

摘　　要：文章构建了旅游动机、目的地形象和旅游者期望关系的概念模型,以大陆居民赴香港旅游者为研究对象,采用结构方程模型(SEM)验证旅游动机、目的地形象与旅游者期望之间的关系。研究结果表明:(1)目的地的认知形象显著影响情感形象;(2)旅游动机直接正向影响目的地的认知形象和旅游者期望,并通过目的地的认知形象对旅游者期望产生间接影响;(3)目的地的认知形象直接正向影响目的地的情感形象和旅游者期望,并通过目的地的情感形象对旅游者期望产生间接影响。During the consumption process, namely the route from pre-purchase to post-purchase considerations, consumers evaluate products and services based on their expectations for them. Expectation has been viewed as benchmarks consumers use to determine satisfaction or appraise performance of products and services. Expectancy theory suggests that a travel experience that meets or exceeds tourists＇ expectations will be remembered positively. Expectations determine performance perceptions of products and services as well as perceptions of experiences. Therefore, understanding tourist expectation when they make travel decisions is fundamental to effective destination management and marketing because evaluation of an experience is framed within a tourist＇ s preconceived notions. Recently, tourist expectation has drawn academic attention in studies of travel agencies, accommodation, destination and heritage site. Previous studies were directed at examining the consequences of expectations through satisfaction and quality perceptions, but major predictors determining tourist expectation have not received significant attention so far in the tourism literature. Travel motivation and destination image are the key factors influencing tourist expectation and play important role in tourist expectation formation. Although a review of tourism literature reveals an abundance of studies on travel motivation, destination image and tourist expectation, attention to the relationship among travel motivation, destination image and tourist expectation has been limited to few studies. The data used in this study were collected through aself-administrated survey, targeting Chinese outbound tourists who participated in a group packaged tour to Hongkong. The questionnaires were distributed by experienced tour guides on the tourists＇ return trip from Hongkong back to China's Mainland. Data were analyzed using SPSS 17.0 and AMOS 17.0 statistical packages. Exploratory factor analysis （EFA） first was performed to identify the underlying

关 键 词：旅游动机 认知形象 情感形象 旅游者期望 

分 类 号：F590[经济管理—旅游管理]