基于SEM的城市旅游形象与游客行为意愿关系研究——以西安市为例  

Urban tourism image and tourists behavior intention relations based on SEM——A case of Xi'an

作　　者：杨妮[1] 高军[2] 路春燕[3] 王鑫[4] 

机构地区：[1]河北民族师范学院旅游管理系,承德067000 [2]江苏师范大学历史文化与旅游学院,徐州221116 [3]中国科学院东北地理与农业生态研究所,长春130102 [4]太原学院旅游系,太原030032

出　　处：《干旱区资源与环境》2015年第2期190-195,共6页Journal of Arid Land Resources and Environment

基　　金：西安市社会科学规划基金项目<提升西安旅游服务质量研究>(12T35);河北省科技支撑计划项目<承德市国际旅游目的地形象体系研究>(CZ212012)资助

摘　　要：多数学者将旅游形象看作整体,研究其与游客行为意愿的关系,而关于深层关系的研究却寥寥无几。鉴于此,文中从国内现实游客感知视角出发,以市场调查资料为基础,运用SPSS、AMOS等软件,提取出西安市旅游形象的5个构成维度,继而运用结构方程模型构建了西安市旅游形象与游客行为意愿的关系结构模型。研究表明:城市旅游形象构成因子对游客行为意愿有着重要影响。在研究所得的五个形象维度中,旅游核心吸引物形象对游客行为意愿的影响最大。Most scholars studied the relationship between tourism image and tourists behavior by taking tourism image as whole,but few was done on the deep research. In this research,from the domestic tourists perception perspective,based on the market survey data,and by using of SPSS,AMOS and other software,five dimensions of Xi＇an urban tourism imagewere extracted. Then the structure model of urban tourism image and tourists＇ behavioral intention were constructed by using the structural equation model of Xi＇an. This research gains conclusions as follows： The composition factors of urban tourism image have a significant positive impact on the behavior intention of tourists. In its five image dimensions,the tourism image of core attractions on tourists＇ behavior intention has the biggest impact,the effect of tourism image of science and technology on tourists＇ behavioral intention is minimal.

关 键 词：旅游形象 行为意愿 游客 

分 类 号：F590[经济管理—旅游管理]