国家目的地形象和出境旅游意向

发布时间：2018-04-17 17:26

本文选题：国家形象 + 目的地形象　；参考：《经济管理》2017年04期

【摘要】：由于众所周知的原因,很多中国人对日本怀有负面情感,但中国游客赴日旅游却屡创新高。为什么出现这种矛盾现象?本文推测,日本卓越的目的地形象与国家形象使中国消费者对日本心生正面情感,其影响力超过负面情感。消费者对某个旅游目的地的情感是如何形成的?现有研究分析不够透彻,缺乏理论基础;且很少有研究同时探索正面情感与负面情感对消费者旅游目的地选择决策的共同影响。基于ABC态度模型,本文构建国家形象、目的地形象和游客敌意对出境旅游意向的影响模型。使用问卷调查法收集数据,运用结构方程模型、中介效应分析和调节效应分析处理数据,本文发现:第一,认知目的地形象与认知国家形象均通过中介变量情感目的地形象间接影响出境旅游意向;第二,情感目的地形象对出境旅游意向的正向影响强于游客敌意对出境旅游意向的负向影响。本文研究结果在理论上将进一步扩展ABC态度模型在目的地形象与国家形象交叉研究领域的应用,进一步厘清情感目的地形象的形成机理,进一步丰富国际旅游营销研究。在实践上将为政府、旅游管理部门和旅行社的营销决策提供理论参考。
[Abstract]:For reasons known to all, many Chinese have negative feelings about Japan, but Chinese tourists to Japan have hit record highs.Why is there such a contradiction?This paper speculated that Japan's preeminent destination image and national image make Chinese consumers have positive feelings towards Japan, which has more influence than negative feelings.How do consumers form their feelings about a tourist destination?The existing research and analysis are not thorough and lack of theoretical basis, and few studies simultaneously explore the impact of positive and negative emotions on consumers' choice of tourism destination decision.Based on ABC attitude model, this paper constructs a model of the influence of national image, destination image and tourist hostility on outbound tourism intention.The data are collected by questionnaire survey and processed by structural equation model, intermediary effect analysis and adjustment effect analysis. The main conclusions are as follows: first,Cognitive destination image and cognitive national image both indirectly affect the outbound tourism intention through the intermediary variables emotional destination image; second,The positive effect of emotional destination image on outbound tourism intention is stronger than the negative effect of tourist hostility on outbound tourism intention.The research results of this paper will further expand the application of ABC attitude model in the cross-study of destination image and national image, clarify the formation mechanism of emotional destination image, and further enrich the international tourism marketing research.In practice, it will provide theoretical reference for the marketing decision of government, tourism management department and travel agency.
【作者单位】：北方工业大学经济管理学院;中央财经大学商学院;
【基金】：教育部人文社会科学研究青年基金项目“内\外部利益相关者视角下的公司品牌研究:概念、维度和作用机制”(14YJC630167) 国家自然科学基金项目“反恐维稳背景下新疆区域形象的维度与形成机制研究”(71662031);国家自然科学基金项目“社会化商务中虚拟社区成员参与行为驱动机制研究:科技接受模型的视角”(71202136)
【分类号】：C912.6;F125;F592

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