旅游地映象、游客满意度及行为意向关系研究——以桂林.pdf

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1、2011年第4期总第120期文章编号：1003—2398(2011)o4—0121—06旅游地映象、游客满意度及行为意向关系研究——以桂林七星公园为例卢韶婧，张捷。张宏磊。章锦河，柯立(南京大学国土资源与旅游学系，南京210093)ASTUDYoNTHERELATIONSHIPBET)l：ENTOURISMDESTINATIoNIMAGE．TOURISTSATISFACTIONANDBEI，IoRALINTENTIoNS——ACaseStudyofGuilinSevenStarParkLUShao~ing，ZHANGJie，ZHANGHon

2、g—lei，ZHANGJin—he，KELi(79epactmentof~andResourcesandTourismSole17ce,NanjingUniversity,Nanjing210093,China)Abstract：Thispaperexaminesthecognitivecomponentsofthedestinationimageandtheirinfluenceonaf-fectiveimagetourists’satisfactionandbehavioralintentionsandprovidesacasestud

3、yoftheSevenStarParkinGuilin．Structuralquestionnairesareemployedinthedatacollectionprocess，anda19一itemscaleformea-suringtheperceptionalcognitiveimageanda3-itemscaleforone—dimensionalafectiveimage．480efectivequestionnairesarefinallyusedforthefollowinganalysis．Firstly，theresu

4、ltsofexploratoryfactoranalysisof19··itemcognitiveimagescaleconfirmthefunctional·-mixed-psychologicalcontinuuminthecognitiveimageofadestinationputforwardandmodifiedbysomeintemationalresearchers．Thefourfactorsfinallyobtainedastheperspectiveofresourceandenvironmental，whichare

5、that(1)tourists’perceptionoftoufismfacilityandserviceispositedasthefunctionalcomponent；(2)tourists’perceptionofnaturalresources；(3)historical／cul—ruralenvironmentasmixedcomponent；(4)thatofplaceenvironmentofthedestinationasapsychologicalcomponent．Secondly，usingstructuralequ

6、ationmodel，thispaperanalysestheinfluenceofeachcomponentsofcognitiveimageontheafectiveimageandtheinfluenceofallthecomponentsofthetourismdestinationimageontourists’satisfactionandbehavioralintentions．Sixhypothesisoftheconceptualmodelputforwardonthispaperarepartiallysupported

7、bytheresults，whichshowthat，fortheSevenStarParkinGuilin，touristsperceptionoftheplaceenvironmentasapsychologicalcomponentofcognitiveimageofdestinationinfluencesignificantlyontourists’emotionsastheafectiveimage；andtheotherthreefactorshasastatisticalsignificantinfluenceontouri

8、stsatisfaction．Keywords：tourismdestinationimage；satisfaction；behaviralintention；functiona