湖北旅游目的地形象感知及其与游客满意度之间的关系
发布时间：2018-07-21 19:32
【摘要】：在21世纪的今天,现代旅游发展研究更加强调了对旅游目的地形象的关注。目前,对湖北旅游目的地形象的研究多从规划视角出发,从旅游消费者视角的实证研究相对缺乏。 本文从旅游消费者的角度出发,构建了一个旅游目的地形象与游客满意度及其行为意向之间关系的研究模型,运用调查研究方法,通过对有湖北旅游经历的游客进行访问调查来收集收据,探测游客对湖北旅游目的地形象的感知,并检验了旅游目的地形象与游客满意度及其游后行为意向之间的关系。得出以下主要结论： (1)在游客心中,湖北旅游的情感形象要优于其整体认知形象；在认知形象六个维度中,游客对湖北的旅游购物形象、自然和人文资源形象、旅游食宿形象评价较高,但对其旅游价格／价值形象、旅游娱乐形象、旅游服务氛围形象的评价相对较低。 (2)旅游目的地的整体认知形象比情感形象对游客满意度有更强烈的影响。在认知形象中,自然与人文资源形象、食宿形象、旅游服务氛围形象对游客满意度有显著的正向影响,且作用强度依次降低；娱乐及购物形象对游客满意度有轻微的正向影响,而价格／价值形象对游客满意度有轻微的负向影响。 (3)旅游消费者满意度对其推荐意愿和重游意愿均有显著的正向影响。 最后,基于研究结论,本文提出了相应的管理启示,希望为湖北旅游目的地形象的建设和管理提供一些有意义的参考。
[Abstract]:In the 21 st century, the study of modern tourism development emphasizes more attention to the image of tourism destination. At present, the research on Hubei tourism destination image is mostly from the perspective of planning, and the empirical research from the perspective of tourism consumers is relatively lacking. From the perspective of tourism consumers, this paper constructs a research model of the relationship between tourism destination image and tourist satisfaction and behavior intention. Through the investigation of the tourists with Hubei tourist experience, the paper collects receipts, probes into the tourists' perception of the Hubei tourist destination image, and examines the relationship between the tourist destination image and the satisfaction degree of the tourists and their behavior intention after visiting. The main conclusions are as follows: (1) in the tourists' minds, the emotional image of Hubei tourism is better than its overall cognitive image; in the six dimensions of cognitive image, tourists' image of tourist shopping, nature and human resources, The image of tourist accommodation is highly evaluated, but its tourism price / value image, tourism entertainment image, The evaluation of tourism service atmosphere image is relatively low. (2) the overall cognitive image of tourism destination has a stronger impact on tourist satisfaction than emotional image. In the cognitive image, natural and human resources image, accommodation image, tourist service atmosphere image have a significant positive impact on tourist satisfaction, and the intensity of the effect in turn decreases; entertainment and shopping image has a slight positive impact on tourist satisfaction. Price / value image has a slight negative impact on tourist satisfaction. (3) tourist consumer satisfaction has a significant positive impact on their willingness to recommend and re-visit. Finally, based on the conclusion of the research, this paper puts forward the corresponding management enlightenment, hoping to provide some meaningful reference for the construction and management of Hubei tourist destination image.
【学位授予单位】：武汉科技大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F592.7;F224
本文编号：2136629
[Abstract]:In the 21 st century, the study of modern tourism development emphasizes more attention to the image of tourism destination. At present, the research on Hubei tourism destination image is mostly from the perspective of planning, and the empirical research from the perspective of tourism consumers is relatively lacking. From the perspective of tourism consumers, this paper constructs a research model of the relationship between tourism destination image and tourist satisfaction and behavior intention. Through the investigation of the tourists with Hubei tourist experience, the paper collects receipts, probes into the tourists' perception of the Hubei tourist destination image, and examines the relationship between the tourist destination image and the satisfaction degree of the tourists and their behavior intention after visiting. The main conclusions are as follows: (1) in the tourists' minds, the emotional image of Hubei tourism is better than its overall cognitive image; in the six dimensions of cognitive image, tourists' image of tourist shopping, nature and human resources, The image of tourist accommodation is highly evaluated, but its tourism price / value image, tourism entertainment image, The evaluation of tourism service atmosphere image is relatively low. (2) the overall cognitive image of tourism destination has a stronger impact on tourist satisfaction than emotional image. In the cognitive image, natural and human resources image, accommodation image, tourist service atmosphere image have a significant positive impact on tourist satisfaction, and the intensity of the effect in turn decreases; entertainment and shopping image has a slight positive impact on tourist satisfaction. Price / value image has a slight negative impact on tourist satisfaction. (3) tourist consumer satisfaction has a significant positive impact on their willingness to recommend and re-visit. Finally, based on the conclusion of the research, this paper puts forward the corresponding management enlightenment, hoping to provide some meaningful reference for the construction and management of Hubei tourist destination image.
【学位授予单位】：武汉科技大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F592.7;F224
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