自我一致性对旅游目的地忠诚的作用机理研究——以韶山为例

自我一致性描述了产品象征价值表征对消费决策和行为的影响,是旅游目的地进行“非功用性定位”的重要理论基础.以自我一致性作为旅游目的地忠诚形成机理的逻辑起点,引入功能一致性作为中介变量,游客涉入和旅游经验作为调节变量,构建概念模型.使用问卷工具在韶山获得基础数据,利用结构方程模型技术分析得到结果：第一,自我一致性对功能一致性具有显著的正向影响;第二,自我一致性通过功能一致性对旅游目的地忠诚产生显著的正向影响;第三,自我一致性未能对旅游目的地忠诚产生直接效应;第四,旅游经验和游客涉入的调节效应未得到证实.实证结果提示营销管理者除关注旅游目的地的功能属性之外,还应高度重视象征性形象（如品牌个性）的塑造和传播.

Research on the Mechanism of the Effects of Self-Congruity on Destination Loyalty: A Case Study of Shaoshan

Self-congruity that describes the effect of symbolic value-expressive attributes on consumer decision and behavior is the theoretical foundation of the “ non-utilitarian destination positioning”. Based on self-congruity theory as a logical starting point of the mechanism framing destination loyalty, the authors constructed a conceptual model by taking functional congruity as a mediator, and tourist involvement and tourist experiences as two moderators. With the questionnaire data collected from Shaoshan, they made a technical analysis by using structural equation model. The result shows that （ 1 ） Self-congruity positively affects destination loyalty through functional congruity ; （2） Self-congruity has remarkable positive effects on destination loyalty through functional congruity; （3） Self-congruity didn＇t positively affect destination loyalty; （4） The moderated effect of tourist involvement and experiences between self-congruity or functional congruity and destination loyalty remains unproved. The empirical results indicate that destinations should pay more attention to the construction and diffusion of symbolic images （e. g. destination personality）.