基于结构方程模型的城市旅游形象影响路径研究——以西安市为例-论文.pdf

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1、文章编号：1003-2398(2015)03—0130—07DOI：10．13959~．issn．1003—2398．2015．03．020基于结构方程模型的城市旅游形象影响路径研究以西安市为例江金波，赫瑞娜(华南理工大学经济与贸易学院，广州510006)RESEARCH0NDLUENCINGPlATH0FURBANT0URISMIMAGEBASED0NSTRUCTI爪ALEQUATIONMODEL：ACASESTUDYOFXI’ANCITYJIANGJin—bo，HERui—na(SchoolofEconomicsandCommerce

2、,SouthChinaUniversityofTechnology,Abstract：Alongwiththeglobalizationofeconomyandsociety,thehomogenizationintheconstructionofmodemcitiesleadstoadecreaseinthetouristcognitionoftheurbantourismdestination．Buildingauniqueandimpressiveurbantourismimagewhichattractsmoretouristsh

3、asbeenputonthelocalgovernmentsandtourismenterprises’agenda．Thedomesticandforeignresearchonconceptualmodelsofthetourismimagehaslaidasolidtheoreticalfoundationforthestudiesoninfluencingfactors，pathsandquantitativemeasure—mentsofurbantourismimage．However,mostoftheresearchsta

4、ysontheleveloftheoreticalconstructionwhileapracticalandsystematicanalysisofaspecificcityisstilllackingverymuch．Inthisarticle，classicalscalesandinterviewswithexpertsandtouristsareusedtostudyoutthemeasuredvariables．Consideringitslonghistoryintourismdevelopment，distinctivech

5、aracteristicsoftheculturaltourismresourcesandhighspeedinthetourismtransformationandupgrading，thisarticletakesXi’ancityasthedestinationforacasestudy．ByconductingaquestionnairesurveyamongtouristsinthemaintouristattractionsofXi’aI1cityandadoptingthemethodofstructuralequation

6、model，atheoreticalmodelfortheinfluencingpathofurbantour-ismimagecombinedwithdestinationimage，emotionalimage，perceivedcostandsatisfactionarefinallyconstructed．Fivepathsaresignificantamongtheefectpathsofthetourists’satisfactionevaluationoftheur—bantourismimageinXi’ancity．Im

7、agecognitionhasapositivecorrelationwithsatisfaction，emotionalim—ageandperceivedcost，butnotobvious，especiallywithperceivedcostandsatisfaction，whileEmotionalim—agehasapositivesignificantcorrelationwithperceivedcostandsatisfaction．Perceivedcostefectsonsaris—factionpositively

8、significant．Keywords：tourismimage；structuralequationmodel；influencingpath；measurement；Xi’an提要：本文