旅游目的地形象结构与游客行为意图——基于潜在消费者的本土化验证研究

旅游目的地形象一般被认为是由认知形象、情感形象和总体形象构成的三维结构，是影响旅游行为的重要因素，但却很少有经验研究证明该结构及形象与旅游行为之间的关系。本研究以江苏周庄旅游形象为例，用结构方程分析（SEM）方法检验形象结构三维度之间的关系，以及目的地形象与游客行为意图的关系。研究发现：①认知形象对情感形象有较强的正向影响（路径系数=0．77）；②情感形象对总体形象有显著正向影响（路径系数=0．26）；③认知形象对总体形象有显著正向影响（路径系数=0．37）；④情感形象和总体形象对游客行为意图有显著正向影响（路径系数分别为0．33、0．14），而认知形象对游客行为意图的直接影响不明显（路径系数=0．11），情感形象对认知形象的影响未得到支持。研究证明了目的地形象三成分结构及其在中国文化背景下的适用性，以及情感形象是影响游客行为意图的最主要的形象成分。论文最后指出了本研究的意义、存在问题及对将来研究的建议。

Tourism Destination Image Structural Model and Visitors'Behavioral Intentions:Based on a Confirmatory Study of Localization of Potential Consumers

It is commomly recognized that tourism destination image （TDI） is a structure of three dimensions： cognitive image, affective image and overall image, and has important impacts on tourist behaviors. However, few empirical studies explored its structure and its relationship with tourist behavior. Taking TDI of Zhouzhuang as a case in point, this paper explores the relationship among three dimensions of TDI, and the relationship between TDI and visit intention by applying Structural Equation Model（SEM）. Results show： ① cognitive image has strong positive influence on afl＇ective image（ Path coefficient = 0. 77 ） ; ② affective image has significant positive influence on overall image （ Path coefficient = 0. 26 ）;③cognitive image has significant positive influence on overall image （Path coefficient = 0. 37 ）; ④ affeetive image and overall image have significant positive influence on visitors＇ intention （Path coefficient are 0.33,0.14 respectively）, but cognitive image has no significant direct itffluence on visitor＇ s intention （ Path coefficient = 0. 11 ）. The results confirm that the three component structure of TDI and it＇ s cross-cuhural applicability, and indicate that affective image is the most important component influencing visitors＇ intentions.