舆情下旅游形象感知变化及其对游客出游意向的影响——以武汉为例  

Change of Tourism Image Perception under Public Sentiment and Its Influence on Tourists’Travel Intention:A Case Study of Wuhan

作　　者：李东和[1] 郭梦莹 刘力[2] LI Donghe;GUO Mengying;LIU Li(School of Business, Anhui University, Hefei 230039 China;School of Tourism and Exhibition, Hefei University, Hefei 230601, China)

机构地区：[1]安徽大学商学院,安徽合肥230039 [2]合肥学院旅游与会展学院,安徽合肥230601

出　　处：《湖南人文科技学院学报》2022年第1期62-69,共8页Journal of Hunan University of Humanities,Science and Technology

摘　　要：2020年初暴发的新冠肺炎疫情是一次重大的突发公共卫生事件,该事件使武汉成为舆情关注中心,公众也因此对武汉形象感知发生了变化。以武汉为例,构建旅游形象感知、感知价值与行为意向结构方程模型,利用AMOS 24.0验证舆情下旅游形象感知变化及其对潜在游客旅游意向的路径关系。结果表明:(1)受舆情影响,武汉形象感知有明显变化,且认知形象对情感形象有显著正向影响;(2)认知形象和情感形象均对感知价值有显著正向影响,前者的影响程度明显低于后者;(3)舆情下,感知价值中情境价值和情感价值对行为意向有显著正向影响;(4)感知价值在城市形象感知变化和游客行为意向关系中起到中介作用。The outbreak of COVID-19 in early 2020 is a major public health emergency,which has made Wuhan the center of public sentiment and changed the public’s perception of Wuhan.Taking Wuhan as an example,the structural equation model of tourism image perception,perceived value and behavioral intention is constructed.AMOS 24.0 is used to verify the change of tourism image perception under public sentiment and its path relationship to potential tourists’tourism intention.The results show that:(1)influenced by public sentiment,the image perception of Wuhan has a significant change,and cognitive image has a significant positive impact on emotional image;(2)both cognitive image and affective image have a significant positive effect on perceived value,with the former significantly less than the latter;(3)in public sentiment,situational value and emotional value of perceived value have a significant positive impact on behavioral intention;(4)perceived value plays a mediating role in the relationship between perceived changes of city image and tourists’behavioral intention.

关 键 词：舆情 形象感知 旅游意向 新冠肺炎疫情 

分 类 号：F59[经济管理—旅游管理]