争议名人故里旅游地的形象认同研究——以江油“李白故里”为个案  

Research on the Identity of Tourism Image of Controversial Celebrities'Hometown:Taking"Li Bai's Hometown"in Jiangyou County as an Example

作　　者：马遵平[1] 廖胜[1] 苏蜀航 MA Zunping;LIAO Sheng;SU Shuhang(Tourism Development and Planning Research Center, Mianyang Teachers' College, Mianyang, Sichuan 621000)

机构地区：[1]绵阳师范学院旅游发展与规划研究中心,四川绵阳621000

出　　处：《绵阳师范学院学报》2020年第6期67-72,共6页Journal of Mianyang Teachers＇ College

基　　金：四川省李白文化研究中心项目“争议与感知:‘李白故里’旅游地形象研究”(LB18-B22);绵阳市社科联专项“四川江油‘李白故里’旅游目的地形象量测”(MYSY2018YB04);绵阳师范学院校级科研机构建设项目(075010)。

摘　　要：将名人故里作为旅游地形象,有助于提升旅游地的辨识度,降低营销成本,增强竞争力。研究争议名人故里旅游地的形象认同,具有较强的现实意义。本研究以四川江油“李白故里”作为研究对象,提出体验价值、形象认同、满意度、忠诚度的因果假设。通过获取实际到访过江油“李白故里”景区游客的感知数据,利用路径模型检验假设,结果表明江油“李白故里”景区的体验价值对游客“李白故里”的旅游地形象认同、满意度和忠诚度有正向影响;游客对江油“李白故里”旅游地形象的认同,对旅游地的满意度和忠诚度有正向影响;游客对旅游地的满意度对其忠诚度有正向影响。据此,提出了提升江油“李白故里”体验价值和形象认同的建议,包括完善景区吸引体系、重视主题规划、关注游后体验等。Taking the hometown of celebrities as the tourism image of the local region helps to enhance the identification of the tourist destination,reduce the marketing cost and increase the competitiveness.It is of great practical significance to study the image identity of the hometown and tourism destination of controversial celebrities.This study takes Li Bai's hometown in Jiangyou County,Sichuan province as the research object,and puts forward the causal hypotheses of experience value,image identity,satisfaction and loyalty.By obtaining the perception data of tourists who have actually visited the scenic spot of"Li Bai hometown"in Jiangyou,and using the path model to test the hypothesis,the results show that the experience value of Jiangyou's"Li Bai hometown"scenic spot has a positive impact on the tourist destination image identity,satisfaction and loyalty of tourists"Li Bai hometown".Tourists identify with the image of Jiangyou's"Li Bai hometown"tourist destination,and have positive satisfaction and loyalty to the tourist destination.Tourists'satisfaction with tourist destinations has a positive impact on their loyalty.On the basis of this,this paper puts forward some suggestions to enhance the experience value and image identity of Jiangyou's"hometown of Li Bai",including:improving the attraction system of scenic spots,paying attention to theme planning and paying attention to post-tour experience.

关 键 词：文化旅游 形象认同 路径模型 李白故里 江油 

分 类 号：F592.7[经济管理—旅游管理]