韩国国家形象感知与旅游意向研究——以中国潜在旅游者为例  

An Empirical Study on South Korea Country Image Perceptions and Tourists' Travel Intentions: A Case Study of Potential Chinese Tourists

作　　者：于鹏[1,2] 张宏梅[1] 

机构地区：[1]安徽师范大学国土资源与旅游学院,安徽芜湖241003 [2]南京大学国土资源与旅游学系,江苏南京210023

出　　处：《旅游学刊》2016年第12期62-75,共14页Tourism Tribune

基　　金：国家自然科学基金项目"国家形象与国际旅游者旅游行为相互作用的过程和机制研究:基于跨文化比较的视角"(41371161);教育部人文社会科学研究项目"基于旅游者视角的国家权益评价模型"(12YJAZH189)资助~~

摘　　要：文章将旅游研究领域的国家形象界定为国际旅游者对目的地国家的总体认知和情感的心理表征,并将其划分为宏观国家形象和微观国家形象两个构成部分。以韩国作为旅游目的地国家,中国潜在旅游者作为调查对象,探讨潜在旅游者对韩国国家形象的感知,检验国家形象构成维度及其与旅游意向之间的关系。研究表明,宏观国家认知形象由国家特征、国家能力、国民特征、环境管理和国家关系5个维度构成,微观国家认知形象由旅游环境、旅游设施和文化氛围3个维度构成。国家情感形象对潜在旅游者的旅游意向有显著影响;微观国家认知形象显著影响国家情感形象,宏观国家认知形象中的国民特征因子显著影响国家情感形象;国家认知形象通过国家情感形象的中介作用对潜在旅游者的旅游意向产生影响。研究结论为韩国和中国旅游管理部门提升国家形象,应对旅游市场全球化的挑战以及参与国际旅游竞争提供一定的借鉴意义。Tourism has become an increasingly important market in the global economy. Due to strong competitions in this market, the overall image of a country plays an important role in attracting international travelers. Existing studies in international marketing have shown that country image is an important factor that influences consumers＇ attitudes, evaluations, and purchase intentions. However, previous studies are mostly focused on tangible products, which consumers can purchase and consume without leaving their residential locations. Tourism destination as experiential product poses a contrast to tangible product. When tourism destination is a country, the overall image of that country becomes an important factor that influences the choices of intemational tourists. There is only a paucity of empirical research about the influence of country image on the actual tourists＇ future behavioral intentions. Little is known about the travel intentions of potential international tourists, and it is this group of consumers that can help increase the population of tourists for destination countries. The present study adopted the concept of country image from international marketing and applied it in tourism research. Country image is defined here as the international tourists＇ mental representation of overall cognition and affection regarding a given country for a travel destination, and it is further divided into macro country image and micro country image. In this study South Korea is chosen as a travel destination and potential Chinese tourists are selected as research subjects. A survey was conducted to find out potential Chinese tourists＇ perception of South Korea and the relationship between the different dimensions of country image and tourists＇ travel intentions. This study tested with a sample of 282 potential Chinese tourists, the survey results show that country image may consist of four concepts： （1） macro cognitive country image, （2） micro cognitive country image, （3） macro affective cou

关 键 词：宏观国家形象 微观国家形象 认知形象 情感形象 潜在旅游者 旅游意向 

分 类 号：F592[经济管理—旅游管理] F593.126[经济管理—产业经济]