旅游照片对旅游体验记忆与行为意向的影响  

Influence of Travel Photos on Tourism Experience Memory and Behavioral Intention

作　　者：韩丽军 王淑华[1] HAN Lijun;WANG Shuhua(School of Tourism Management,Zhengzhou University,Zhengzhou 450001,China)

机构地区：[1]郑州大学旅游管理学院,郑州450001

出　　处：《地域研究与开发》2021年第4期102-106,共5页Areal Research and Development

基　　金：国家社会科学基金项目(17BJL065);河南省哲学社会科学规划项目(2018BJJ047);河南省教育厅人文社会科学研究项目(2020-ZZJH-462)。

摘　　要：构建旅游照片的质量和数量、旅游体验记忆与行为意向的结构方程模型,通过问卷调查收集数据,借助SPSS 22. 0和AMOS 22. 0软件分析旅游照片、旅游体验记忆与行为意向之间的关系。结果表明:旅游照片质量对游客旅游体验记忆有显著的正向影响,旅游照片质量越高越能够唤醒游客旅游体验记忆;旅游照片数量对游客旅游体验记忆的影响并不显著;旅游体验记忆对游客重游意向和推荐意向有显著的正向影响,个人回忆旅游体验记忆越详细,对重游意向和推荐意向的影响就越高;个人的重游意向正向影响推荐意向。In order to explore the relationship among travel photos,tourism experience memory and behavior intention,the structural equation model of travel photos’ quality and quantity,tourism experience memory and behavior intention was constructed.Data were collected through questionnaire survey and analyzed by SPSS 22.0 and AMOS 22.0 software.The results show that the quality of travel photos has a significant positive impact on tourists’ tourism experience memory,and the higher the quality of travel photos,the more they can awaken tourists’ tourism experience memory.However,the number of travel photos has no significant effect on the tourist experience memory.Tourism experience memory has a significant positive impact on tourists’ revisit intention and recommendation intention.The more detailed the personal memories of tourism experience,the higher the impact on revisit intention and recommendation intention.Personal revisit intention has a positive impact on recommendation intention.

关 键 词：旅游照片 旅游体验记忆 重游意向 推荐意向 

分 类 号：F590.7[经济管理—旅游管理]