韩国国家形象感知与旅游意向研究——以中国潜在旅游者为例

发布时间：2018-05-22 20:26

本文选题：宏观国家形象 + 微观国家形象　；参考：《旅游学刊》2016年12期

【摘要】：文章将旅游研究领域的国家形象界定为国际旅游者对目的地国家的总体认知和情感的心理表征,并将其划分为宏观国家形象和微观国家形象两个构成部分。以韩国作为旅游目的地国家,中国潜在旅游者作为调查对象,探讨潜在旅游者对韩国国家形象的感知,检验国家形象构成维度及其与旅游意向之间的关系。研究表明,宏观国家认知形象由国家特征、国家能力、国民特征、环境管理和国家关系5个维度构成,微观国家认知形象由旅游环境、旅游设施和文化氛围3个维度构成。国家情感形象对潜在旅游者的旅游意向有显著影响;微观国家认知形象显著影响国家情感形象,宏观国家认知形象中的国民特征因子显著影响国家情感形象;国家认知形象通过国家情感形象的中介作用对潜在旅游者的旅游意向产生影响。研究结论为韩国和中国旅游管理部门提升国家形象,应对旅游市场全球化的挑战以及参与国际旅游竞争提供一定的借鉴意义。
[Abstract]:This paper defines the national image in the field of tourism research as the psychological representation of international tourists' general cognition and emotion towards the destination country, and divides it into two parts: macroscopic national image and micro-national image. Taking South Korea as the destination country and Chinese potential tourists as the objects of investigation, this paper explores the perception of the national image of Korea by the potential tourists, and examines the dimensions of the national image and the relationship between the national image and the tourist intention. The results show that the macro-national cognitive image consists of five dimensions: national characteristics, national capabilities, national characteristics, environmental management and national relations, while micro-national cognitive image consists of three dimensions: tourism environment, tourism facilities and cultural atmosphere. The national emotional image has a significant impact on the tourist intention of potential tourists, the micro-national cognitive image significantly affects the national emotional image, and the national characteristics factor in the macro-national cognitive image significantly affects the national emotional image. The cognitive image of the country exerts an influence on the tourist intention of the potential tourist through the intermediary function of the national emotional image. The conclusion of the study provides some reference significance for Korean and Chinese tourism management departments to promote the national image, to meet the challenges of the globalization of tourism market and to participate in international tourism competition.
【作者单位】：安徽师范大学国土资源与旅游学院;南京大学国土资源与旅游学系;
【基金】：国家自然科学基金项目“国家形象与国际旅游者旅游行为相互作用的过程和机制研究:基于跨文化比较的视角”(41371161) 教育部人文社会科学研究项目“基于旅游者视角的国家权益评价模型”(12YJAZH189)资助~~
【分类号】：F592;F593.126

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