目的地国家形象与旅游产品类别的匹配效应——基于刻板印象内容模型的实证研究

发布时间：2018-02-26 19:34

本文关键词： 目的地形象国家刻板印象旅游产品类别匹配效应　出处：《旅游学刊》2017年06期 　论文类型：期刊论文

【摘要】：文章引入刻板印象内容模型,采用实验方法,对目的地国家形象与旅游产品类别的匹配效应进行了研究。在刻板印象内容模型的框架下,将目的地国家形象分为感知温暖型和感知能力型,依据消费动机、价值判断和目标的不同将旅游产品划分为实用型和享乐型,分别选取虚拟国家、两个独立国家和一个国家两种印象为实验情境,采取2×2组间设计进行实验研究。研究发现,目的地国家形象与旅游产品类别的匹配效应存在,具体而言,对于感知能力型国家,旅游者对实用型旅游产品的态度高于对享乐型旅游产品的态度;对于感知温暖型国家,消费者更偏好享乐型旅游产品。文章验证了消费产品领域的国家刻板印象在国际旅游情境下同样发挥作用,结果对基于刻板认知和产品类别进行有针对性的国际间目的地营销具有指导意义。
[Abstract]:This paper introduces stereotype content model and uses experimental method to study the matching effect between destination country image and tourism product category. The image of destination country is divided into warm perception type and perceptual ability type. According to the difference of consumption motivation, value judgment and goal, tourism products are divided into practical type and hedonic type, and virtual country is selected respectively. Two independent countries and one country and two impressions were used as experimental situations. The experimental study was carried out in 2 脳 2 groups. It was found that the matching effect between destination country image and tourism product category existed, specifically for perceptual countries. Tourists' attitude towards practical tourism products is higher than that on hedonic tourism products, and for perceived warm countries, Consumers prefer hedonic tourism products. The article verifies that national stereotypes in consumer products also work in the context of international tourism. The results provide guidance for international destination marketing based on stereotype cognition and product category.
【作者单位】：南开大学旅游与服务学院;天津财经大学商学院;
【基金】：国家自然科学基金青年项目“基于社会-认知视角下道德认同理论的绿色消费研究”(71502120) 国家旅游局旅游业青年专家培养计划“开放性视角下旅游目的地多元创新体系研究”(TYETP201409)和国家旅游局万名旅游英才计划研究型英才培养项目“中国国家目的地形象对旅游者目的地决策行为影响研究——自我一致性视角”“目的地营销对游客态度的影响”(WMYC20151003,WMYC20151008)资助~~
【分类号】：F590

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