网络舆情危机下旅游形象感知的变化及对出游意向的影响——以青岛“天价虾事件”为例

随着中国旅游经济的快速发展,提升和维护旅游形象成为旅游目的地的关键任务之一。然而,在互联网时代,网络舆情事件正在对旅游目的地形象带来新的威胁,值得引起学界关注。文章以青岛“天价虾事件”为例,采用结构方程模型,基于潜在游客视角尝试回答：网络舆情危机下,潜在游客对旅游目的地形象感知是否发生变化,形象感知的变化能否引起其出游意向的变化?结果表明：①网络舆情危机下,潜在游客的认知形象变差会直接导致情感形象和整体形象变差;同时,情感形象变差也会对直接引起整体形象变差。②网络舆情危机下,受认知形象变化和情感形象变化的影响,潜在游客的出游意向受到明显抑制;其中,情感形象起直接作用,认知形象起间接作用。

THE CHANGE IN PERCEIVED IMAGE AND ITS EFFECT ON TRAVEL INTENTION WITH THE INTERNET PUBLIC OPINION CRISIS: A CASE STUDY OF QINGDAO'S “PRICEY PRAWN”

Tourism has played an increasingly important role in the regional economy, which is an important supplement to regional economic development. But with the rapid development of China's tourism economy, upgrading and maintaining the tourism image has become one of the key tasks of tourism destinations. However, in the Internet era, the Internet public sentiment crisis is bringing new threats to the image of tourist destinations and it is worthy of arousing academic attention. Taking Qingdao's "pricey prawn" as a study case, and the paper aims to construct the relationship between the changes in perceived images and analyzes the effect of these changes on tourists' travel intentions. The results suggest that:1)With the influence of the Internet public opinion crisis, the cognitive and emotional image deterioration of potential visitors can cause the overall image to deteriorate. 2) With the influence of the Internet public opinion crisis, the change of potential visitors' travel intention is mainly affected by the change of emotional image.