旅游目的地形象修复方式量表探讨:中外游客整合对比的视角  

A Study on the Tourism Destination Image Restoration Scale: A Contrast Perspective of Domestic and Inbound Tourists Integration

作　　者：胡宪洋[1] 白凯[1] 

机构地区：[1]陕西师范大学旅游与环境学院,陕西西安710062

出　　处：《旅游学刊》2013年第9期73-83,共11页Tourism Tribune

基　　金：国家自然科学基金(40901077/41271157);国家旅游局规划项目(12TACK001);中央高校基本科研业务费专项资金(11SZYB32);陕西师范大学研究生培养创新基金(2013CXS013)项目共同资助~~

摘　　要：旅游目的地形象修复方式需要从多维度加以建构。文章在文献分析、深度访谈和预试研究的基础上编制了旅游目的地形象修复问卷,通过对入境游客和国内游客的正式调查,采用探索性因子分析和3次验证性因子分析,探讨并验证了旅游目的地形象修复策略的结构和内容。此外,文章还关联分析了目的地形象修复策略对中外游客行为意图的影响。研究结果表明:中外游客和整体检验具有合理性;旅游目的地形象修复策略构成维度包括降低攻击/揭露批评、修正行动、承认/道歉、形式上致意、否认和逃避责任;旅游目的地形象修复策略对入境游客和国内游客的后续行为意图影响差异明显。该研究同时对管理启示、策略实施和方法审视等问题进行了探讨。Tourism destination image restoration needs to be constructed in a multi-dimensional way. By referring to relevant foreign and domestic literature reviews, it is found that image restoration theory has not been applied in tourism research yet. Considering the particularity of destinations, strategies that have been used for businesses or individuals may not be suitable for tourism organizations. Therefore, it is essential to develop and test destination restoration strategies, as well as identify and confirm the structures and contents. On the basis of the literature review, in-depth interviews and pre-test, this paper develops a questionnaire of tourism destination image restoration. Then, with an investigation of inbound and domestic tourists, it examines and verifies destination restoration strategies and contents by exploratory factor analysis and three times confirmatory factor analysis. In the end, it analyzes effects of destination image restoration strategies on foreign and domestic tourists＇ behavioral intentions. The results are as follows： First, tests are reasonable. Three tests of inbound tourists, domestic tourists and all tourists present good internal consistency, reliability, construct validity, discriminant validity and predictive validity. Second, dimensions of tourism destination image restoration are reduction of offensiveness / attacking accuser, corrective action, showing regard, mortification strategies, denial and evasion of responsibility. The factors＇ show that the dimensions can be divided into two categories： tough and soft strategies. Thereinto, reduction of offensiveness / attacking accuser, denial and evasion of responsibility belong to tough strategies for stronger aggressiveness and exculpation, while corrective action, showing regard and mortification strategies belong to soft strategies for mildness. Third, tourism destination image restoration strategy has a significantly different impact on behavioral intentions of inbound and domestic tourists. From the perspectiv

关 键 词：危机事件 形象修复策略 入境游客 国内游客 新疆 西藏 

分 类 号：F592[经济管理—旅游管理]