新疆旅游形象感知与体验评价——基于国际游客的调查分析  

Image Perception and Experience Evaluation of Tourism in Xinjiang——Based on a Survey of International Tourists

作　　者：孟雅茹 刘红霞 由亚男[1] MENG Yaru;LIU Hongxia;YOU Yanan(Xinjiang University of Finance and Economics,Urumqi 830012,China)

机构地区：[1]新疆财经大学旅游学院,新疆乌鲁木齐830012

出　　处：《新疆财经大学学报》2020年第3期46-54,共9页Journal of Xinjiang University of Finance & Economics

基　　金：新疆维吾尔自治区社科基金项目“一带一路倡议下新疆国际旅游形象提升研究”(18BGL090);新疆维吾尔自治区研究生科研创新项目“基于数字足迹的新疆旅游形象官方宣传与游客感知对比研究”(XJ2019G250)。

摘　　要：伴随着新疆社会经济的稳步发展,开发国际旅游市场日趋成为新疆旅游业发展的着力点。为探究国际游客对新疆旅游形象的感知与体验评价,本文运用结构方程检验游客认知形象、情感形象、满意度与行为意向之间的关系,并结合IPA分析法识别游客感知差异。研究表明:认知形象对情感形象有显著的正向影响但对游客行为意向影响不显著,认知形象对游客满意度有显著的正向影响,情感形象、游客满意度对游客行为意向有显著的正向影响。另外,虽然国际游客对新疆旅游吸引物感知良好,重游意愿与推荐意愿较高,但今后仍需在旅游环境、旅游服务、旅游产品、旅游设施与旅游管理等方面不断改进,努力提高游客整体满意度。With the steady development of Xinjiang’s tourism industry,the international tourism market is increasingly becoming the engine and focus of further development of Xinjiang’s tourism industry.In order to explore the international tourists’perception and experience evaluation of Xinjiang’s tourism image,the structural equations were used to test the relationship between tourists’cognitive image,emotional image,satisfaction and behavioral intention,and the importance of the indicators was derived based on the load factor.The IPA method was used to analyze the differences in tourist perception.Studies have shown that cognitive image has a significant positive effect on emotional image but fails to have a significant impact on tourists’behavioral intentions.Emotional image and satisfaction positively affect tourists’behavioral intention.In terms of tourism attractions,international tourists in Xinjiang have a good perception.Tourism services,tourism products,tourism facilities and tourism management are the parts that need to be strengthened,and the tourism environment is the part that needs to be improved.The overall satisfaction of international tourists needs to be improved,and the willingness and recommendation of revisiting after the tour is high.

关 键 词：国际游客 新疆旅游形象 国际旅游市场 认知形象 情感形象 满意度 IPA分析法 

分 类 号：F592.7[经济管理—旅游管理]