基于结构方程模型的遗产旅游地网站营销路径——以中国世界遗产地官方网站为例  

Study on heritage websites' persuasive route based on structural equation model: A case study of Chinese world heritage official websites

作　　者：张维亚[1,2] 陶卓民[1] 蔡碧凡[1] 魏鸿雁[1] 

机构地区：[1]南京师范大学地理科学学院,南京210046 [2]金陵科技学院旅游管理系,南京210038

出　　处：《地理研究》2013年第9期1747-1760,共14页Geographical Research

基　　金：国家自然科学基金项目(41101107/D010201);江苏省优势学科项目

摘　　要：遗产地网站的旅游研究关注网站的设计和游客的行为,网站与游客之间的交流路径研究相对空白。针对此,运用结构方程模型方法,构建了双中介沟通路径模型,探讨遗产旅游地网站与游客之间沟通交流程序。研究发现:①网站设计、网站信息、网站感知、遗产地感知、网站态度、后遗产地态度和旅游意向是模型的结构因子。②遗产地网站与游客之间存在双路径沟通,涉入因子影响游客路径选择。③对于不同涉入人群,网站设计和信息质量对网站感知和遗产地感知的影响不同。④遗产地营销商需要根据游客的涉入度制定相应的网络营销策略。The current study of tourism heritage websites mainly focuses on web＇s design and tourists＇ behavior, barely falling into the area of interaction between websites and visitors. Employing structural equation model, this paper built a model of dual-route communication of heritage websites and investigated the communication processes between website and tourists. The results are shown as follows. （1） Website design, website information, website cognition, website attitude, heritage site cognition, attitude towards heritage sites and travel intention are involved in this model. （2） There are dual-route persuasive processes between heritage websites and tourists, in which involvements play a key role in the dual-route communication process between heritage websites and tourists. （3） In terms of tourists＇ involvement, website design and information quality have different influences on website cognition and heritage destination cognition. （4） Destination marketers should develop network marketing strategies in the light of tourists＇ involvement.

关 键 词：遗产地网站 双中介沟通路径 结构方程模型 中国 

分 类 号：F293.3[经济管理—国民经济] F724.6F592F274