基于结构方程模型的城市旅游形象影响路径研究——以西安市为例

发布时间：2018-11-07 11:11

【摘要】：本文借鉴较为成熟的量表,结合专家与游客访谈,拟定测量变量及其项目。通过对西安市主要旅游景区(点)和酒店游客的问卷调查,获取相关的数据,进而运用SEM方法,拟构建目的地形象认知、情感形象、感知成本以及满意度(总体形象)组合的城市旅游形象影响路径的理论模型。根据多元回归分析结果,建立具有测量意义的路径关系。研究表明游客对西安城市旅游形象的评价影响有五条显著路径,其中形象认知对总体形象、情感形象和感知成本均有正向影响,但显著性差异不大,特别是对感知成本和总体形象影响较弱;情感形象对感知成本和总体形象有显著的正向影响;感知成本对总体形象有显著的正向影响。本研究部分印证了前期相关研究结论,但也反映出文化旅游城市形象影响路径的独特性。
[Abstract]:This article draws lessons from the more mature scale, combines the expert and the tourist interview, formulates the measurement variable and its item. Through the questionnaire survey of the main tourist spots and hotel tourists in Xi'an, the relevant data are obtained, and then the image cognition and emotional image of the destination are constructed by using the SEM method. The theoretical model of the influence path of urban tourism image based on the combination of perceived cost and satisfaction (overall image). Based on the results of multiple regression analysis, a path relationship with measurement significance was established. The study shows that there are five significant ways for tourists to evaluate Xi'an urban tourism image, among which image cognition has a positive effect on overall image, emotional image and perceived cost, but there is no significant difference. In particular, the impact on perceived cost and overall image is weak; Emotional image has a significant positive impact on perceived cost and overall image, while perceived cost has a significant positive impact on overall image. This part of the study confirms the previous relevant conclusions, but also reflects the unique impact of cultural tourism city image.
【作者单位】：华南理工大学经济与贸易学院;
【基金】：广东省教育部产学研重大专项(2009B090200062) 国家自然科学基金项目(41340020)
【分类号】：F592.7

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