基于内隐联结测验的旅游目的地形象偏好测量研究

传统的旅游目的地形象测量只关注旅游者外显层面的认知过程,即测量旅游者外显评价,而忽略了对旅游者内隐认知的测量。本研究将内隐联结测验引入旅游目的地形象研究领域,同时结合自陈式问卷以香港和韩国为例探讨旅游目的地形象外显测量结果与内隐测量结果是否存在差异。研究结果表明,被试对香港和韩国的外显旅游目的地形象的认知不存在显著差异,而对两地内隐旅游目的地形象的认知存在显著差异。本研究有助于推进旅游者行为的内隐认知研究,同时丰富旅游目的地形象的测量方法并对旅游目的地营销具有重要的实践意义。

RESEARCH ON THE PREFERENCE MEASURE OF TOURISM DESTINATION IMAGE BY APPROACH OF IMPLICIT ASSOCIATION TEST

Tourism destination image has been a focus topic in tourism marketing research for quite a long time since it was introduced into the domain of tourism research in 1970s, for its important role in tourists' destination decision-making, evaluation and word of mouth. This study introduces the implicit association test into the domain of tourism destination image research, where the implicit association test is used to measure the Chinese tourists' implicit perception to Hong Kong (HK) and Korea (KOR) and the traditional questionnaire is used to measure their explicit perception the two destinations. Results show that the participators' explicit perception preference to Hong Kong and Korea is not significant, while their implicit perception preference is significant. As the two most important outbound tourism destinations of China, Hong Kong and Korea are both belonging to developed economies, with plenty of tourism resources, well-equipped tourism facilities, modern and fashionable cultures, as well as their diverse and powerful marketing campaigns to Chinese tourism market, which might lead to this similar explicit perception result by Chinese tourists. However, in the implicit association test process, the participators are asked to respond to the questions given by the Inquisit software as quickly as possible. For not having enough time to have a deep and rational thinking, the participators can only make their response just depending on their first and direct reflection to the given question in all the seven stages during the implicit association test process, to show their implicit perception preference to the two destinations. The final implicit perception data shows that the Chinese tourists prefer Hong Kong to Korea in their deep heart.