国际游客目的地感知形象、积极情绪与行为意愿——基于五大古都城市的实证分析  

Study on the Perceived Images,Positive Sentiment and Behavioral Intention of International Tourists:Based on the Empirical Analysis of Five Old Capital Cities

作　　者：李静[1,2] 舒伯阳[3,4] LI Jing;SHU Bo-yang

机构地区：[1]中南财经政法大学 [2]黄淮学院 [3]中南财经政法大学工商管理学院 [4]中国旅游研究院武汉分院

出　　处：《科学决策》2023年第4期186-198,共13页Scientific Decision Making

基　　金：国家社会科学基金项目(项目编号:20BJY200);河南省哲学社会科学规划年度项目(项目编号:2020BJJ048);河南省哲学社会科学规划年度项目(项目编号:2022BJJ073);河南省高等学校重点科研项目(项目编号:23A790029);贵州省哲学社会科学规划青年课题(项目编号:21GZQN15)。

摘　　要：文章依据情绪评价理论和跨文化理论,通过对来自十二个入境国家游客的调查,采用结构方程模型和回归分析法检验了国际游客在中国古都目的地的感知形象、积极情绪及行为意愿之间的影响路径,以及文化距离的调节效应。研究结果表明国际游客在古都目的地的感知形象能够正向影响其积极情绪及行为意愿;积极情绪在感知形象与行为意愿的影响关系中具有中介作用;文化距离负向调节国际游客的感知形象与积极情绪之间的关系。研究结论不仅深化了入境旅游领域游客行为特征的研究,还为我国旅游目的地参与国际旅游市场竞争提供有价值的参考。Based on Sentiment Appraisal Theory and Cross-cultural Theory,this study takes main inbound tourists from twelve foreign countries as the case study and investigates the effects of cognitive destination image of international tourists on their positive sentiment and behavioral intention towards ancient capital cities,and the moderating effect of cultural distance on the perceived image and positive sentiment of international tourists-structural equation modeling and regression analysis were used to test the model and hypotheses.The results showed that the perceived image of international tourists towards ancient capital cities can positively affect their positive sentiment and behavioral intention;positive sentiment plays a mediating role in the tourists’perceived image and behavioral intention;cultural distance negatively moderates the relationship between international tourists'perceived image and positive sentiment.The findings not only deepen the research of inbound tourist behaviors,but also provide valuable suggestions for Chinese tourist destinations to participate in international tourism market competition.

关 键 词：感知形象 积极情绪 行为意愿 文化距离 

分 类 号：F590[经济管理—旅游管理]