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1、2010年第6期总第116期人文地理文章编号：1003-2398（2010）06-0125-06基于结构方程模型的城市旅游形象影响因素测评陶玉国121，赵会勇，李永乐（1.徐州师范大学历史文化与旅游学院，徐州221116；2.徐州市旅游局，徐州221003）EVALUATIONOFINFLUENCINGFACTORSOFCITYTOURISMIMAGEBASEDONSTRUCTUREEQUATIONMODELTAOYu-guo1,ZHAOHui-yong2,LIYong-le1(1.SchoolofHistoryCultu
2、reandTourism,XuzhouNormalUniversity,Xuzhou221116,China;2.TourismBureauofXuzhou,Xuzhou221003,China)Abstract:Theattitudetheoryoffersaconvergenceplatformforcityimageandcitytourismimage.Astruc-turalequationmodelofcitytourismimageisbuiltinthecontextofcityimage.However,
3、thestudyofcitytourismimageisrare.Itisastructuralequationmodelwithcasualrelationships,whichismadeupof8latentvariablesand28observedvariables.8latentvariablesaretourismattractionsperceptive,tourismserviceper-ceptive,satisfaction,loyalty,peoplecharacterofurban,peoplec
4、ompetencies,urbancompetenciesandurbancharacter.Thefirstfourlatentvariablesarebasedontraditionaltourismimageportion,andthelastfourlatentvariablesarebasedonurbanimage.Basedontheanalysisofskewness,kurtosisiandCronbachAlpharelia-bilityofdata,applyingthesoftwareSPSS15.
5、0andLISREL8.70,takingXuzhouasanexample,thepaperana-lyzestheconfirmatoryfactorandpathcoefficientofthestructuralequationmodel.Theresultshowsthat,first,thepathcoefficientsbetweenthelatentvariablesarebasicallyconsistentwiththeassumption,andthewholeSEMfitswell.Second,t
6、ourismresourcescognitionandtourismservicecognitionaffecttourismdestinationevaluationdirectlyandaffecttourismintentionsindirectly.Thisisconsistentwiththetraditionalresearch.Third,theeffectoftourismservicecognitiontosatisfactionevaluationisgreaterthantourismresource
7、scog-nition.ItmeansthatthefactorsofinfluencingtourismimageofXuzhouarecomprehensive-orientedones,butnotresource-dominantones.Fourth,citycharacterandpeoplecharacteraffecttourismservicecognition,sat-isfactionandloyalty,butcitycompetenceandpeoplecompetencejustaffectto
8、urismservicecognition.Fifth,theinfluencingfactorsofsatisfactionincludetourismservicecognition,tourismresourcescognition,urbancharacterandpeoplecharacter
