国内入藏游客对西藏旅游形象感知的实证研究

旅游形象对西藏旅游业发展具有重要意义，但目前关于西藏旅游形象的实证研究却很有限。本文立足于Baloglu和McCleary的目的地旅游形象模型，通过问卷调查对国内入藏游客的西藏旅游形象感知进行了分析。结果显示：游客根据动机特征分为朝圣者、游览者和深度体验者3类；游客对西藏旅游形象整体上持正面评价，但不同类型的游客对西藏旅游形象各组分间存在感知评价差异；在西藏旅游形象的三种构成中，认知形象和情感形象对整体形象感知都产生了显著的影响，但认知形象各个因子的影响作用存在有一定的差异，同时，情感形象在认知形象对整体形象的影响中起着显著的中介作用。

An Empirical Study of the Domestic Tourists' Perception on Tibet's Tourism Image

Tourism image plays an important role in Tibet tourism. However, few limited empirical researches on its image has been done. Based on the Baloglu and McCleary＇ s model of destination image, this paper analyzes of domestic tourists＇ perception on Tibet tourism image by doing questionnaires. The results show that tourists can be devided into three types and they hold positive views of Tibet tourism image on the whole, where perceived differences between different composition of Tibet tourism image in different types of visitors are found. Among the three kinds of composition of Tibet tourism image, cognitive image and emotional image show a significant impact on the overall image perception with differences in factoral impact; At the same time, the emotional image plays a significant intermediary role in cognitive image＇ s impact on the overall image.