自我一致性对旅游目的地忠诚的作用机理研究——以韶山为例

发布时间：2018-01-12 22:23

本文关键词：自我一致性对旅游目的地忠诚的作用机理研究——以韶山为例　出处：《旅游科学》2014年04期 　论文类型：期刊论文

【摘要】：自我一致性描述了产品象征价值表征对消费决策和行为的影响,是旅游目的地进行"非功用性定位"的重要理论基础。以自我一致性作为旅游目的地忠诚形成机理的逻辑起点,引入功能一致性作为中介变量,游客涉入和旅游经验作为调节变量,构建概念模型。使用问卷工具在韶山获得基础数据,利用结构方程模型技术分析得到结果:第一,自我一致性对功能一致性具有显著的正向影响;第二,自我一致性通过功能一致性对旅游目的地忠诚产生显著的正向影响;第三,自我一致性未能对旅游目的地忠诚产生直接效应;第四,旅游经验和游客涉入的调节效应未得到证实。实证结果提示营销管理者除关注旅游目的地的功能属性之外,还应高度重视象征性形象(如品牌个性)的塑造和传播。
[Abstract]:Self-consistency describes the impact of symbolic product value representation on consumer decision-making and behavior. It is the important theoretical basis of "non-functional positioning" of tourism destination. Self-consistency is the logical starting point of the formation mechanism of tourism destination loyalty, and functional consistency is introduced as intermediary variable. Tourist involvement and tourism experience as adjustment variables to build a conceptual model. Using questionnaire tools to obtain basic data in Shaoshan, using structural equation model technology analysis to get the results: first. Self-consistency has a significant positive effect on functional consistency; Secondly, self-consistency has a significant positive impact on tourism destination loyalty through functional consistency. Thirdly, self-consistency has no direct effect on tourism destination loyalty; In 4th, tourism experience and the regulatory effect of tourist involvement have not been confirmed. The empirical results suggest that marketing managers pay attention to the functional attributes of tourism destinations. Also should attach great importance to symbolic image (such as brand personality) shaping and dissemination.
【作者单位】：湖南师范大学旅游学院;
【基金】：国家社会科学基金项目“红色旅游的共生发展机理及其绩效评价研究”(12BJY128) 湖南省哲学社会科学基金重大项目“湖南文化创意产业发展业态与组织创新研究”(12ZDA09)
【分类号】：F592.7
【正文快照】： 1也称自我形象一致性(self-image congruity)或自我概念一致性(self-concept congruity)。2根据Sirgy的观点,产品形象可分为象征形象和功能形象,功能形象主要指产品的功能效用表现,而象征形象指的是指某一具体产品的典型使用者所反映出来的刻板的个性形象,如品牌个性等。0引言

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