摘要
目的地旅游形象是潜在游客外出旅游目的地选择的主要依据,良好的形象有利于吸引更多的游客前来参观、游览、体验。文章以生态文化旅游融合示范区雅安市为研究对象,以雅安市在校大学生为调研对象,利用因子分析、结构方程模型探索目的地旅游形象与潜在游客行为意愿的路径关系。研究发现:大学生视角下生态文化旅游融合示范区的旅游形象包括目的地自然环境形象、目的地人文环境形象、目的地旅游服务形象、节事活动形象、目的地的可进入性和居民友好态度六个方面;目的地自然环境形象、目的地人文环境形象和目的地旅游服务形象三个因素对大学生旅游行为意愿具有直接正向影响,其他因素直接正向影响不显著。
The destination tourism image is the main basis that potential tourists refers when choosing travel destinations. Positive destination image is easier to attract more tourists to visit,tour and experience.The article takes Ya＇an city,an ecological cultural tourism integration demonstration zone,as the research object and takes college students in Ya＇an as research targets,using factor analysis and structural equation model to explore the relationship between the destination tourism image and behavior intention of potential tourists. The study shows：from the perspective of college students,the tourism image of ecological cultural tourism integration demonstration zone including six aspects,namely,image of destination natural environment,destination human environment,destination tourism service,festival activities,accessibility of destination,and friendly attitude of residents; image of destination natural environment,human environment and tourism service have direct positive influence on behavior intention of tourists among college students,while other factors have no direct positive influence on behavior intention of college students.
出处
《乐山师范学院学报》
2015年第10期73-79,共7页
Journal of Leshan Normal University
基金
雅安市社科联科研资助项目(YA2014C01)
西华师范大学科研资助专项项目(13D024)
关键词
目的地
旅游形象
行为意愿
结构方程模型
Destination
Tourism Image
Behavior Intention
Structural Equation Model
