温泉旅游地认知形象对游客体验和行为的影响分析  

The Impact of Cognitive Image of Hot-Spring Destination on Tourists' Experience and Behavioral Intention

作　　者：刘力[1] 陈浩[2] 

机构地区：[1]合肥学院旅游系,合肥230601 [2]安徽农业大学经济管理学院,合肥230036

出　　处：《地域研究与开发》2015年第6期110-115,共6页Areal Research and Development

基　　金：国家自然科学基金项目(41371155);安徽省高校省级人文社科研究重点项目(SK2014A359);安徽省高校优秀青年人才支持计划项目(2014);安徽省高校省级自然科学研究重点项目(KJ2014A210);安徽省旅游业青年专家培养对象项目(AHLYZJ201407);合肥学院院级学科带头人培养对象项目(2014dtr11)

摘　　要：通过对590位有过安徽汤池旅游经历的游客进行问卷调查收集数据,使用多元回归和层次回归分析方法检验温泉旅游地认知形象对游客体验和行为的影响以及旅游动机的调节作用。研究发现:温泉旅游地认知形象对游客体验和游后行为意向都有显著的正向影响,但不同的认知形象因子有着不同的影响模式和效应,总体而言,旅游设施与活动和温泉品质2个形象因子的影响效应要大于旅游交通和整体环境2个形象因子的影响效应;旅游动机在特定形象因子影响游客满意和重游意向的过程中产生了显著的调节作用,具体地说,旅游动机正向调节了旅游交通形象对游客满意的影响,负向调节了设施与活动形象、正向调节了温泉品质形象对游客重游意向的影响。A questionnaire survey was conducted to collect data from 590 tourists who had ever been to Tangchi-a little town famous for its hot springs, Anhui province. Multiple regression was used to test the direct effect of cognitive image on tourists＇ experience and behavioral intention and hierarchical regression was used to test the moderating role of travel motivation. The results can be explained from two aspects. First, although cognitive image has significant positive effects both on tourists＇ experience and their behavioral intention, different dimension of cognitive image has different effect size on tourists＇ experience and their behavioral intention. Overall, the effect sizes of facilities and activities and hot-spring quality are greater than that of traffic and overall environment. Second, travel motivation significantly moderates the effects of certain image factors on tourists＇ experience and behavioral intention. Specifically, travel motivation positively moderates the effect of traffic on tourist satisfaction, negatively moderates the effect of facilities and activities and positively moderates the effect of hot-spring quality on tourists＇ revisit intention.

关 键 词：认知形象 游客体验 行为意向 旅游动机 温泉旅游地 

分 类 号：K928.5[历史地理—人文地理学]