目的地形象对游客行为意愿的影响——基于情绪评价理论

发布时间：2018-03-05 20:30

本文选题：情绪评价理论　切入点：目的地形象　出处：《旅游学刊》2017年02期 　论文类型：期刊论文

【摘要】：厘清目的地形象与游客行为意愿的关系以及两者之间的动机机制是现有研究的两大焦点,但现有研究大多囿于认知动机视角,忽略了游客行为意愿产生的情绪机制。该研究从游客在目的地情绪感受的视角,应用情绪评价理论,探讨积极情绪在目的地形象和游客行为意愿之间的中介效应,以及目的地形象对积极情绪的作用边界。通过对厦门市278名游客的调查,采用阶层回归进行分析,结果表明:目的地形象能显著地正向影响游客行为意愿;积极情绪是游客行为意愿的诱发动机,显著地正向影响游客的行为意愿,部分中介了目的地形象与游客行为意愿间的联系;新奇感能显著正向调节目的地形象对积极情绪的影响。该研究对相关营销实践者、目的地管理者在目的性形象定位及建设中具有一定的启示。
[Abstract]:To clarify the relationship between destination image and tourists' behavior intention and the motivation mechanism between them are the two major focuses of the present research, but most of the existing studies are limited to cognitive motivation perspective. From the perspective of tourists' emotional feelings in the destination, this study explored the intermediary effect of positive emotions between destination image and tourists' behavioral willingness by applying the theory of emotional evaluation. Through the investigation of 278 tourists in Xiamen, the result shows that destination image can significantly positively affect the behavior intention of tourists; Positive emotion is the inducement engine of tourists' behavior intention, which has a significant positive effect on tourists' behavior intention, and partly mediates the relationship between destination image and tourists' behavioral will. Novelty can significantly positively regulate the impact of destination image on positive emotion. This study has some implications for relevant marketing practitioners and destination managers in the orientation and construction of purposeful image.
【作者单位】：福建师范大学旅游学院;福建师范大学地理科学学院;汕头大学商学院;
【基金】：教育部人文社会科学青年基金项目“在线消费者渠道转换行为的研究:基于网络购物平台的分析”(13YJC630154)资助~~
【分类号】：F592

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