潜在游客的目的地形象感知及其行为意图——基于港澳居民的实证研究  

Destination Image Perception and Potential Visitors' Behavior Intention: An Empirical Study on Residents of Hong Kong and Macao

作　　者：钱晓燕[1] 林源源[1] QIAN Xiaoyan LIN Yuanyuan(School of Business Administration, NUFE, Nanjin 210046, China)

机构地区：[1]南京财经大学工商管理学院,江苏南京210046

出　　处：《旅游科学》2016年第4期73-85,共13页Tourism Science

基　　金：教育部人文社会科学研究项目"基于结构方程模型的区域性旅游产业绩效评价及影响机理研究"(14JYC630080)

摘　　要：目的地形象对游客行为意图的影响是旅游营销领域的热点问题。相比于现实游客对现实目的地的形象感知及其行为意图研究,潜在游客对潜在目的地的形象感知及其行为意图研究较少。本文选择江苏作为潜在目的地,港澳居民作为潜在游客,通过开放式访谈构建出港澳居民对江苏的认知形象量表,利用结构方程模型构建了"潜在游客-潜在目的地"视角下的熟悉度、形象感知及其行为意图之间的逻辑因果框架。研究表明:其一,港澳居民对江苏的熟悉度越高,认知形象就越积极,且通过认知形象的中介作用对行为意图产生显著影响;而熟悉度对情感形象的影响不显著。其二,对行为意图影响最大的因素是认知形象,影响效果达到0.74;其次为情感形象。其三,认知形象对情感形象有显著的正向影响,影响效果达到0.94。The influence of destination image on visitors ＇ behavior intention is a hot issue in the field of tourism marketing. Compared with the perception of real destination image and its behavioral intention, the study of potential visitors＇ perception of potential destination image and their behavioral intention are rarely done. This paper choosed Jiangsu as a potential destination, Hong Kong and Macao residents as potential visitors, through open interviews construct the cognitive image scale of Hong Kong and Macao residents for Jiangsu, using structural equation model to construct the familiar degree, image perception and behavior intention between the causal relationship from the perspective of ＂potential visitors--potential purpose＂. The results indicate that cognitive image of Hong Kong and Macao residents for Jiangsu familiar degree is high, more positive cognitive image and through the mediating role of cognitive image, having a significant impact on the behavior intention, and affective image effect is not significant ; cognitive image has the greatest effect on behavior intention, its effect reaches 0.74, secondly for affective image; cognitive image on affective image has significant positive effect of 0.94.

关 键 词：潜在游客 目的地形象 行为意图 港澳居民 

分 类 号：F590.3[经济管理—旅游管理]