非特定目的地旅游经验对目的地形象的影响研究
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摘要
旅游经验是旅游目的地形象的重要影响因素之一。非特定目的地旅游经验对目的地形象多个维度的影响作用尚缺乏系统研究。文章基于一手数据,以到访过西安的中国国内旅游者为研究对象,采用内容分析法、单因素方差分析法和因子分析法,研究非特定目的地旅游经验对目的地形象多个维度的影响。研究发现:(1)非特定目的地旅游经验是认知形象的影响因素。经验丰富的旅游者对目的地抽象属性的评价更客观,对目的地旅游吸引物维度的评价更积极。(2)非特定目的地旅游经验是情感形象的影响因素。经验丰富的旅游者对目的地的情感体验更积极正面。(3)非特定目的地旅游经验是重游意愿和推荐意愿的影响因素。经验丰富的旅游者重游意愿和推荐意愿更强烈。(4)非特定目的地旅游经验不是刻板形象、独特形象、整体形象和旅游满意度的影响因素。
Tourism experience is one of the most important factors influencing tourism destination image(TDI). Tourism experience can be divided into two types: previous travel experience at a specific destination or vacation experience at a nonspecific destination. Systematic research on the influence of vacation experience on multiple TDI dimensions is still lacking to date. This study explores the influence of nonspecific destination vacation experience on multiple TDI dimensions, including stereotypical image, unique image, holistic image, cognitive image, affective image, and conative image, to determine whether nonspecific destination vacation experience is an influential factor for TDI and which TDI dimensions are influenced. The results show the formation mechanisms of multiple TDI dimensions, which enriches and deepens the literature on influential factors for TDI. Moreover, the findings can provide a theoretical basis for performing accurate marketing and constructing exact TDI.A survey was conducted using a four-part questionnaire with Chinese tourists who have visited Xi'an.The first part measured tourists' nonspecific destination vacation experience using a 5-point, single-item Likert scale(from"no experience"= 1 to"great experience"= 5). The impact of destination image was investigated. For stereotypical image, unique image, and holistic image, participants were asked"what image or characteristics come to mind when you think of Xi'an as a vacation destination?"For unique image, participants were asked to"list any distinctive or unique tourist attractions that you can think of in Xi'an."For holistic image, participants were asked to"choose a word to describe Xi'an as a tourism city."The third part explored cognitive image, affective image, and conative image using a 5-point Likert scale.The final part concerned demographics. Tourists were divided into three groups according to their nonspecific vacation destination experience: i.e., lack-experience groups, somewhat-experienced groups, and experienced groups. Two hundred thirty-two participants were included in all sampled groups. In addition, four methods were used to study the influence of nonspecific destinaation vacation experience on multiple TDI dimensions: i.e., content analysis, one-way analyses of variance, and factorial analyzing.The conclusions show that: first, nonspecific destination vacation experience is an influential factor on cognitive image, i.e., experienced tourists are more likely to have a positive cognizance of the tourism destination's intangible attributes and of the core attraction dimension. Second, nonspecific destination vacation experience is also an influential factor on affective image: i.e., experienced tourists have richer emotional experience at vacation destinations. Third, nonspecific destination vacation experience is an influential factor on revisit and recommendation intentions: i.e., experienced tourists have more intense revisit and recommendation intentions than do other tourists. Finally, nonspecific destination vacation experience is not an influential factor on tourism satisfaction or stereotypical image, unique image, and holistic image. Experienced tourists have higher tourism satisfaction. The formation of the above three kinds of tourism image is mainly connected with the quantity, types, and contents of the destination information obtained by tourists.
Tourism experience is one of the most important factors influencing tourism destination image(TDI). Tourism experience can be divided into two types: previous travel experience at a specific destination or vacation experience at a nonspecific destination. Systematic research on the influence of vacation experience on multiple TDI dimensions is still lacking to date. This study explores the influence of nonspecific destination vacation experience on multiple TDI dimensions, including stereotypical image, unique image, holistic image, cognitive image, affective image, and conative image, to determine whether nonspecific destination vacation experience is an influential factor for TDI and which TDI dimensions are influenced. The results show the formation mechanisms of multiple TDI dimensions, which enriches and deepens the literature on influential factors for TDI. Moreover, the findings can provide a theoretical basis for performing accurate marketing and constructing exact TDI.A survey was conducted using a four-part questionnaire with Chinese tourists who have visited Xi'an.The first part measured tourists' nonspecific destination vacation experience using a 5-point, single-item Likert scale(from"no experience"= 1 to"great experience"= 5). The impact of destination image was investigated. For stereotypical image, unique image, and holistic image, participants were asked"what image or characteristics come to mind when you think of Xi'an as a vacation destination?"For unique image, participants were asked to"list any distinctive or unique tourist attractions that you can think of in Xi'an."For holistic image, participants were asked to"choose a word to describe Xi'an as a tourism city."The third part explored cognitive image, affective image, and conative image using a 5-point Likert scale.The final part concerned demographics. Tourists were divided into three groups according to their nonspecific vacation destination experience: i.e., lack-experience groups, somewhat-experienced groups, and experienced groups. Two hundred thirty-two participants were included in all sampled groups. In addition, four methods were used to study the influence of nonspecific destinaation vacation experience on multiple TDI dimensions: i.e., content analysis, one-way analyses of variance, and factorial analyzing.The conclusions show that: first, nonspecific destination vacation experience is an influential factor on cognitive image, i.e., experienced tourists are more likely to have a positive cognizance of the tourism destination's intangible attributes and of the core attraction dimension. Second, nonspecific destination vacation experience is also an influential factor on affective image: i.e., experienced tourists have richer emotional experience at vacation destinations. Third, nonspecific destination vacation experience is an influential factor on revisit and recommendation intentions: i.e., experienced tourists have more intense revisit and recommendation intentions than do other tourists. Finally, nonspecific destination vacation experience is not an influential factor on tourism satisfaction or stereotypical image, unique image, and holistic image. Experienced tourists have higher tourism satisfaction. The formation of the above three kinds of tourism image is mainly connected with the quantity, types, and contents of the destination information obtained by tourists.
引文
[1]Su Liya.Study on Relationships of Travel Experience,Travel Motivation and Behavioral Intention:A Case of University Tourism[D].Xiamen:Xiamen University,2014.[苏丽雅.旅游经验、旅游动机与行为意向的关系研究--以高校旅游为例[D].厦门大学,2014.]
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[8]Wu Jinfeng.Jigsaw puzzle of tourism destination image and its evaluation index[J].Journal of Shaanxi Normal University:Natural Science Edition,2014,42(6):85-93.[吴晋峰.旅游目的地形象“拼图”及测评方法[J].陕西师范大学学报:自然科学版,2014,42(6):85-93.]
[9]Liu Li.Screen-induced tourism:Perceived destination image and intention to visit[J].Tourism Tribune,2013,28(9):61-72.[刘力.旅游目的地形象感知与游客旅游意向--基于影视旅游视角的综合研究[J].旅游学刊,2013,28(9):61-72.]
[10]Stern E,Krakover S.The formation of a composite urban image[J].Geographical Analysis,1993,25(2):130-146.
[11]Andradescaldito L,Sánchezrivero M,Pulidofernández J I.Differentiating competitiveness through tourism image assessment:An application to Andalusia(Spain)[J].Journal of Travel Research,2013,52(1):68-81.
[12]Baloglu S,Mccleary K W.A model of destination image formation[J].Annals of Tourism Research,1999,26(4):868-897.
[13]Martin H S,Bosque I R D.Exploring the cognitive-affective nature of destination image and the role of psychological factors in its formation[J].Tourism Management,2008,29(2):263-277.
[14]Wang Chunyang,Huang Fucai.A Study on factors influencing tourism destination image based on SEM:A case study of Zhangjiajie[J].Economic Management,2010,32(3):92-100.[王纯阳,黄福才.基于SEM的旅游目的地形象影响因素研究--以张家界为例[J].经济管理,2010,32(3):92-100.]
[15]Tan W K,Wu C E.An investigation of the relationships among destination familiarity,destination image and future visit intention[J].Journal of Destination Marketing&Management,2015,5(3):214-226.
[16]Zhang Hongmei,Lu Lin,Zhang Jinhe.The influence of an analysis of the perceiver distance on tourism destination image:A case study of the perceived image of tourist in five origin cities on Zhouzhuang,Suzhou[J].Human Geography,2006,21(5):25-30.[张宏梅,陆林,章锦河.感知距离对旅游目的地之形象影响的分析--以五大旅游客源城市游客对苏州周庄旅游形象的感知为例[J].人文地理,2006,21(5):25-30.]
[17]Sojung L,Bai B.Influence of popular culture on special interest tourists’destination image[J].Tourism Management,2016,52(2):161-169.
[18]Tessitore T,Pandelaere M,Kerckhove A V.The amazing race to India:Prominence in reality television affects destination image and travel intentions[J].Tourism Management,2014,42(42):3-12.
[19]Qin Yan,Lu Lin.The impacts of 2010 Shanghai World Expo on tourism image of Shanghai:An analysis based on cognitive evaluation of Anhui tourists[J].Journal of Anhui Normal University:Natural Science,2012,35(2):182-187.[秦衍,陆林.2010年上海世博会对上海市旅游形象影响研究--基于安徽旅游者的认知评价分析[J].安徽师范大学学报:自然科学版,2012,35(2):182-187.]
[20]Huang S S,Hsu C H C.Effects of travel motivation,past experience,perceived constraint and attitude on revisit intention[J].Journal of Travel Research,2009,48(1):29-44.
[21]Lam T,Hsu C H C.Predicting behavioral intention of choosing a travel destination[J].Tourism Management,2006,27(4):589-599.
[22]Milman A,Pizam A.The role of awareness and familiarity with a destination:The Central Florida case[J].Journal of Travel Research,1995,33(3):21-27.
[23]Hu Y Z,Ritchie J R B.Measuring destination attractiveness:Acontextual approach[J].Journal of Travel Research,1993,32(2):25-34.
[24]Mazursky D.Past experience and future tourism decisions[J].Annals of Tourism Research,1989,16(3):333-344.
[25]Pearce P L,Caltabiano M L.Inferring travel motivation from travelers’experiences[J].Journal of Travel Research,1983,22(2):16-20.
[26]Scarinci J,Pearce P.The perceived influence of travel experiences on learning generic skills[J].Tourism Management,2012,33(2):380-386.
[27]Pearce P L,Ukil L.Developing the travel career approach to tourist motivation[J].Journal of Travel Research,2005,43(3):226-237.
[28]Chi G Q,Qu H.Examining the structural relationships of destination image,tourist satisfaction and destination loyalty:An integrated approach[J].Tourism Management,2008,29(4):624-636.
[29]S?nmez S F,Graefe A R.Determining future travel behavior from past travel experience and perceptions of risk and safety[J].Journal of Travel Research,1998,37(2):171-177.
(1)数据来源:西安市统计局.2016西安统计年鉴.http://tjj.xa.gov.cn/ptl/def/def/2016/zk/indexch.htm,2017-06-12.
[2]Weaver P A,Weber K,Mccleary K W.Destination evaluation:The role of previous travel experience and trip characteristics[J].Journal of Travel Research,2007,45(3):333-344.
[3]Beerli A,Martín J D.Factors influencing destination image[J].Annals of Tourism Research,2004,31(3):657-681.
[4]Echtner C M,Ritchie J R B.The measurement of destination image:An empirical assessment[J].Journal of Travel Research,1993,31(4):3-13.
[5]Nadeau J,Heslop L,O’Reilly N,et al.Destination in a country image context[J].Annals of Tourism Research,2008,35(1):84-106.
[6]Gartner W C.Image formation process[J].Journal of Travel&Tourism Marketing,1993,2(2-3):191-216.
[7]Baloglu S,Brinberg D.Affective images of tourism destinations[J].Journal of Travel Research,1997,35(4):11-15.
[8]Wu Jinfeng.Jigsaw puzzle of tourism destination image and its evaluation index[J].Journal of Shaanxi Normal University:Natural Science Edition,2014,42(6):85-93.[吴晋峰.旅游目的地形象“拼图”及测评方法[J].陕西师范大学学报:自然科学版,2014,42(6):85-93.]
[9]Liu Li.Screen-induced tourism:Perceived destination image and intention to visit[J].Tourism Tribune,2013,28(9):61-72.[刘力.旅游目的地形象感知与游客旅游意向--基于影视旅游视角的综合研究[J].旅游学刊,2013,28(9):61-72.]
[10]Stern E,Krakover S.The formation of a composite urban image[J].Geographical Analysis,1993,25(2):130-146.
[11]Andradescaldito L,Sánchezrivero M,Pulidofernández J I.Differentiating competitiveness through tourism image assessment:An application to Andalusia(Spain)[J].Journal of Travel Research,2013,52(1):68-81.
[12]Baloglu S,Mccleary K W.A model of destination image formation[J].Annals of Tourism Research,1999,26(4):868-897.
[13]Martin H S,Bosque I R D.Exploring the cognitive-affective nature of destination image and the role of psychological factors in its formation[J].Tourism Management,2008,29(2):263-277.
[14]Wang Chunyang,Huang Fucai.A Study on factors influencing tourism destination image based on SEM:A case study of Zhangjiajie[J].Economic Management,2010,32(3):92-100.[王纯阳,黄福才.基于SEM的旅游目的地形象影响因素研究--以张家界为例[J].经济管理,2010,32(3):92-100.]
[15]Tan W K,Wu C E.An investigation of the relationships among destination familiarity,destination image and future visit intention[J].Journal of Destination Marketing&Management,2015,5(3):214-226.
[16]Zhang Hongmei,Lu Lin,Zhang Jinhe.The influence of an analysis of the perceiver distance on tourism destination image:A case study of the perceived image of tourist in five origin cities on Zhouzhuang,Suzhou[J].Human Geography,2006,21(5):25-30.[张宏梅,陆林,章锦河.感知距离对旅游目的地之形象影响的分析--以五大旅游客源城市游客对苏州周庄旅游形象的感知为例[J].人文地理,2006,21(5):25-30.]
[17]Sojung L,Bai B.Influence of popular culture on special interest tourists’destination image[J].Tourism Management,2016,52(2):161-169.
[18]Tessitore T,Pandelaere M,Kerckhove A V.The amazing race to India:Prominence in reality television affects destination image and travel intentions[J].Tourism Management,2014,42(42):3-12.
[19]Qin Yan,Lu Lin.The impacts of 2010 Shanghai World Expo on tourism image of Shanghai:An analysis based on cognitive evaluation of Anhui tourists[J].Journal of Anhui Normal University:Natural Science,2012,35(2):182-187.[秦衍,陆林.2010年上海世博会对上海市旅游形象影响研究--基于安徽旅游者的认知评价分析[J].安徽师范大学学报:自然科学版,2012,35(2):182-187.]
[20]Huang S S,Hsu C H C.Effects of travel motivation,past experience,perceived constraint and attitude on revisit intention[J].Journal of Travel Research,2009,48(1):29-44.
[21]Lam T,Hsu C H C.Predicting behavioral intention of choosing a travel destination[J].Tourism Management,2006,27(4):589-599.
[22]Milman A,Pizam A.The role of awareness and familiarity with a destination:The Central Florida case[J].Journal of Travel Research,1995,33(3):21-27.
[23]Hu Y Z,Ritchie J R B.Measuring destination attractiveness:Acontextual approach[J].Journal of Travel Research,1993,32(2):25-34.
[24]Mazursky D.Past experience and future tourism decisions[J].Annals of Tourism Research,1989,16(3):333-344.
[25]Pearce P L,Caltabiano M L.Inferring travel motivation from travelers’experiences[J].Journal of Travel Research,1983,22(2):16-20.
[26]Scarinci J,Pearce P.The perceived influence of travel experiences on learning generic skills[J].Tourism Management,2012,33(2):380-386.
[27]Pearce P L,Ukil L.Developing the travel career approach to tourist motivation[J].Journal of Travel Research,2005,43(3):226-237.
[28]Chi G Q,Qu H.Examining the structural relationships of destination image,tourist satisfaction and destination loyalty:An integrated approach[J].Tourism Management,2008,29(4):624-636.
[29]S?nmez S F,Graefe A R.Determining future travel behavior from past travel experience and perceptions of risk and safety[J].Journal of Travel Research,1998,37(2):171-177.
(1)数据来源:西安市统计局.2016西安统计年鉴.http://tjj.xa.gov.cn/ptl/def/def/2016/zk/indexch.htm,2017-06-12.