城市形象感知对旅游满意度的影响——基于武汉市旅游者的调查分析
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摘要
城市旅游满意度可能受到城市形象感知的影响,并非只受到旅游要素的影响。借鉴行为心理学和旅游需求相关理论,通过演绎推理提出有待检验的理论假说和模型,利用武汉市旅游者的问卷调查数据,借助结构方程模型检验这些理论假说和模型。结果表明:经过细微调整后,城市认知形象感知、情感形象感知、旅游满意度的模型构建合理;与替代模型相比较,构建的理论模型最佳;城市认知形象感知、情感形象感知既直接影响又通过感知价值的调节间接影响旅游满意度,且作用大于旅游动机。因此,提升城市形象感知是提高城市旅游满意度的有效路径。
City tourist satisfaction(TS) may be influenced not only by tourism related factors, but also by tourist perceived city image. To test this proposition, several theoretical hypotheses and a model were proposed on the basis of behavioral psychology and tourism demand theories, and tested by using the structural equation modeling and the questionnaire data collected from Wuhan tourists. The results show that the latent variables such as tourist perceived city cognitive image(CCI), city affective image(CAI), TS are reasonable after slight adjustment; Compared to the alternative models, the proposed theoretical model is best to fit for the data; Tourist perceived CCI and CAI not only directly and positively affect TS, but also indirectly affect TS through the mediating of tourist perceived value, and their effects are greater than tourist motivation. Accordingly, it can be believed that enhancing tourist perceived city image be an effective way to improve TS.
City tourist satisfaction(TS) may be influenced not only by tourism related factors, but also by tourist perceived city image. To test this proposition, several theoretical hypotheses and a model were proposed on the basis of behavioral psychology and tourism demand theories, and tested by using the structural equation modeling and the questionnaire data collected from Wuhan tourists. The results show that the latent variables such as tourist perceived city cognitive image(CCI), city affective image(CAI), TS are reasonable after slight adjustment; Compared to the alternative models, the proposed theoretical model is best to fit for the data; Tourist perceived CCI and CAI not only directly and positively affect TS, but also indirectly affect TS through the mediating of tourist perceived value, and their effects are greater than tourist motivation. Accordingly, it can be believed that enhancing tourist perceived city image be an effective way to improve TS.
引文
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[23] Russel J,Pratt G.A Description of Affective Quality Attributed to Environment[J].Journal of Personality and Social Psychology,1980,38(2):311-322.
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[26] 汪侠.旅游地的主客满意度研究模型及实证[M].南京:南京大学出版社,2012:39.
[27] 王群,丁祖荣.旅游环境游客满意度的指数测评模型——以黄山风景区为例[J].地理研究,2006,25(1):171-181.
[28] 闫红霞.旅游心理学[M].武汉:华中科技大学出版社,2010.
[29] 毛小岗,宋金平.旅游动机与旅游者重游意向的关系研究:基于logistic模型[J].人文地理,2011,26(6):149-154.
[30] MCDOUGALL G H G,LEVESQUE T.Customer Satisfaction with Services:Putting Perceived Value into the Equation[J].Journal of Service Marketing,2000,14(5):392-410.
[31] BALOGLU S,MCCLEARY K W.A Model of Destination Image Formation[J].Annals of Tourism Research,1999,26(4):868-897.
[32] 王芳,仇梦嫄.中国大陆女性赴韩旅游动机对游客满意度的影响[J].地域研究与开发,2015,34(5):95-99.
[2] MARTíN-SANTANA J D,BEERLI-PALACIO A,NAZZARENO P A.Antecedents and Consequences of Destination Image Gap[J].Annals of Tourism Research,2017,62(1):13-25.
[3] 胡幸福.论城市形象表述词与旅游地形象主题词的关系——兼说广州旅游地形象主题词[J].广州大学学报(社会科学版),2009,8(12):48-51.
[4] 白凯,赵安周.城市意象与旅游目的地意象研究中的趋同与分野[J].地理科学进展,2011,30(10):1312-1320.
[5] 吴姗姗,吴晋峰,王云弟,等.城市形象对旅游目的地形象的影响——以西安留学生为例[J].河南科学,2014,32(9):1928-1934.
[6] 夏令,任黎秀.游客满意度差异研究及评价因子的验证分析[J].北京第二外国语学院学报,2010,32(5):24-30.
[7] 吴晶,马耀峰,郑鹏,等.游客感知与旅游地形象、满意度和忠诚度的关系研究——以西安为例[J].旅游论坛,2011,4(4):43-47,53.
[8] 古扎拉蒂.计量经济学[M].林少宫,译.北京:中国人民大学出版社,2000:450-451.
[9] SCHOFIELD P.Developing A Day Trip Expectation/Satisfaction Construct:A Comparative Analysis of Scale Construction Techniques[J].Journal of Travel and Tourism Marketing,1999,8(3):101-110.
[10] KOZAK M.Comparative Assessment of Tourist Satisfaction with Destinations across Two Nationalities:A Cross-cultural Analysis[J].Tourism Management,2001,22(3):391-401.
[11] 刘福承,刘爱利,刘敏.游客满意度的内涵、测评及形成机理——国外相关研究综述[J].地域研究与开发,2017,36(5):97-103.
[12] KASHYAP R,BOJANIC D.A Structural Analysis of Value,Quality and Price Perception of Business and Leisure Travelers[J].Journal of Travel Research,2000,39(1):45-51.
[13] PETRICK J F.The Roles of Quality,Perceived Value and Satisfaction in Predicting Cruise Passengers’ Behavioral Intentions[J].Journal of Travel Research,2004,42(4):397-407.
[14] LEE C K,LEE Y K,WICKS B E.Segmentation of Festival Motivation by Nationality and Satisfaction[J].Tourism Management,2004,25(1):61-70.
[15] 李旭,陈德广,周伟伟.基于因子分析法的开封市菊展游客满意度研究[J].地域研究与开发,2012,31(5):166-170.
[16] 邱皓政.结构方程模式:LISREL的理论、技术与应用[M].台北:双叶书廊出版社,2003.
[17] 高军,马耀峰,吴必虎.结构方程模型之旅游研究近况[J].旅游学刊,2012,27(7):98-111.
[18] 黄子璇,孔艺丹,曹雨薇,等.基于旅游质量中介变量的体育旅游中动机、期望与游客满意度关系研究[J].地域研究与开发,2018,37(6):82-87.
[19] MACCALLUM R C,AUSTIN J T.Applications of Structural Equation Modeling in Psychological Research[J].Annual Review of Psychology,2000,51(1):201-226.
[20] ANDERSON J C,GERBING D W.Structural Equation Modeling in Practice:A Review and Recommended Two-step Approach[J].Psychological Bulletin, 1988,103(3):411-423.
[21] HONG S K,KIM J H,JANG H,et al.The Roles of Categorization,Affective Image and Constraints on Destination Choice:An Application of the NMNL Model[J].Tourism Management,2006,27(5):750-761.
[22] EKINCI Y,HOSANY S.Destination Personality:An Application of Brand Personality to Tourism Destination[J].Annals of Tourism Research,2006,45(2):127-139.
[23] Russel J,Pratt G.A Description of Affective Quality Attributed to Environment[J].Journal of Personality and Social Psychology,1980,38(2):311-322.
[24] 马爱萍.基于动机的旅游目的地形象实证研究[M].北京:中国财政经济出版社,2013.
[25] 刘琪,谢双玉.城市游憩者感知质量、满意度与忠诚度及淡旺季差异[J].甘肃科学学报,2016,28(4): 39-44.
[26] 汪侠.旅游地的主客满意度研究模型及实证[M].南京:南京大学出版社,2012:39.
[27] 王群,丁祖荣.旅游环境游客满意度的指数测评模型——以黄山风景区为例[J].地理研究,2006,25(1):171-181.
[28] 闫红霞.旅游心理学[M].武汉:华中科技大学出版社,2010.
[29] 毛小岗,宋金平.旅游动机与旅游者重游意向的关系研究:基于logistic模型[J].人文地理,2011,26(6):149-154.
[30] MCDOUGALL G H G,LEVESQUE T.Customer Satisfaction with Services:Putting Perceived Value into the Equation[J].Journal of Service Marketing,2000,14(5):392-410.
[31] BALOGLU S,MCCLEARY K W.A Model of Destination Image Formation[J].Annals of Tourism Research,1999,26(4):868-897.
[32] 王芳,仇梦嫄.中国大陆女性赴韩旅游动机对游客满意度的影响[J].地域研究与开发,2015,34(5):95-99.