城市旅游形象对游客感知体验及行为的影响研究——基于心理契约的调节效果  

Research on the Influence of City Tourism Image on Tourists'Perceived Experience and Behavior--Based on the Moderating Effect of Psychological Contract

作　　者：王儒 余菲 Wang Ru;Yu Fei(College of Business Administration,Tongling University,Tongling Anhui,244061)

机构地区：[1]铜陵学院工商管理学院,安徽铜陵244061

出　　处：《牡丹江师范学院学报(社会科学版)》2025年第2期63-71,90,共10页Journal of Mudanjiang Normal University(Social Sciences Edition)

基　　金：安徽省社会科学创新发展研究课题“价值链重构视角下数字经济驱动安徽地理标志农产品高质量发展路径研究”(2022CX521);铜陵学院人才科研启动基金项目“入境旅游流的时空演化与区域经济增长关系研究”(2021tlxyrc09);铜陵学院人才科研启动基金项目“基于游客体验的城市旅游品牌建构路径研究”(2021tlxyrc10)。

摘　　要：旅游形象是影响城市旅游发展的关键因素,从游客的视角具体探讨旅游感知体验及行为的影响机制,通过假设旅游形象(认知形象、情感形象)、感知体验、忠诚度、口碑传播之间的影响关系构建模型,并引入心理契约作为调节变量。实证分析结果表明:旅游形象(认知形象、情感形象)对感知体验均产生正向影响;感知体验对忠诚度、口碑传播均产生正向影响;心理契约正向调节认知形象与感知体验;情感形象在认知形象与感知体验之间承担中介效果。以此结果为基础,聚焦影响旅游感知体验及行为的关键因素,不断提升城市旅游服务水平,旨在为城市旅游高质量发展提供参考。Tourism image is a key factor influencing the development of urban tourism.This study specifically explored the influence mechanism of tourism perceptual experience and behavior from the perspective of tourists,constructed a model by assuming the influence relationship among tourism image(cognitive image,emotional image),perceptual experience,loyalty,and word-of-mouth communication,and introduced the psychological contract as a regulating variable.The results of empirical analysis show that:tourism image(cognitive image,emotional image)has a positive effect on perceived experience;perceived experience has a positive effect on loyalty and word-of-mouth communication;psychological contract positively regulates cognitive image and perceived experience;emotional image assumes a mediating effect between cognitive image and perceived experience.Based on these results,this study focuses on the key factors affecting tourism perceptual experience and behavior,and continuously improve the level of urban tourism services,aiming to provide a reference for the high-quality development of urban tourism.

关 键 词：旅游形象 感知体验 心理契约 

分 类 号：F592[经济管理—旅游管理]