本文選題：國家形象 + 目的地形象��； 參考：《經(jīng)濟(jì)管理》2017年04期

【摘要】：由于眾所周知的原因,很多中國人對日本懷有負(fù)面情感,但中國游客赴日旅游卻屢創(chuàng)新高。為什么出現(xiàn)這種矛盾現(xiàn)象?本文推測,日本卓越的目的地形象與國家形象使中國消費(fèi)者對日本心生正面情感,其影響力超過負(fù)面情感。消費(fèi)者對某個旅游目的地的情感是如何形成的?現(xiàn)有研究分析不夠透徹,缺乏理論基礎(chǔ);且很少有研究同時探索正面情感與負(fù)面情感對消費(fèi)者旅游目的地選擇決策的共同影響。基于ABC態(tài)度模型,本文構(gòu)建國家形象、目的地形象和游客敵意對出境旅游意向的影響模型。使用問卷調(diào)查法收集數(shù)據(jù),運(yùn)用結(jié)構(gòu)方程模型、中介效應(yīng)分析和調(diào)節(jié)效應(yīng)分析處理數(shù)據(jù),本文發(fā)現(xiàn):第一,認(rèn)知目的地形象與認(rèn)知國家形象均通過中介變量情感目的地形象間接影響出境旅游意向;第二,情感目的地形象對出境旅游意向的正向影響強(qiáng)于游客敵意對出境旅游意向的負(fù)向影響。本文研究結(jié)果在理論上將進(jìn)一步擴(kuò)展ABC態(tài)度模型在目的地形象與國家形象交叉研究領(lǐng)域的應(yīng)用,進(jìn)一步厘清情感目的地形象的形成機(jī)理,進(jìn)一步豐富國際旅游營銷研究。在實踐上將為政府、旅游管理部門和旅行社的營銷決策提供理論參考。
[Abstract]:For reasons known to all, many Chinese have negative feelings about Japan, but Chinese tourists to Japan have hit record highs.Why is there such a contradiction?This paper speculated that Japan's preeminent destination image and national image make Chinese consumers have positive feelings towards Japan, which has more influence than negative feelings.How do consumers form their feelings about a tourist destination?The existing research and analysis are not thorough and lack of theoretical basis, and few studies simultaneously explore the impact of positive and negative emotions on consumers' choice of tourism destination decision.Based on ABC attitude model, this paper constructs a model of the influence of national image, destination image and tourist hostility on outbound tourism intention.The data are collected by questionnaire survey and processed by structural equation model, intermediary effect analysis and adjustment effect analysis. The main conclusions are as follows: first,Cognitive destination image and cognitive national image both indirectly affect the outbound tourism intention through the intermediary variables emotional destination image; second,The positive effect of emotional destination image on outbound tourism intention is stronger than the negative effect of tourist hostility on outbound tourism intention.The research results of this paper will further expand the application of ABC attitude model in the cross-study of destination image and national image, clarify the formation mechanism of emotional destination image, and further enrich the international tourism marketing research.In practice, it will provide theoretical reference for the marketing decision of government, tourism management department and travel agency.
【作者單位】： 北方工業(yè)大學(xué)經(jīng)濟(jì)管理學(xué)院;中央財經(jīng)大學(xué)商學(xué)院;
【基金】：教育部人文社會科學(xué)研究青年基金項目“內(nèi)\外部利益相關(guān)者視角下的公司品牌研究:概念、維度和作用機(jī)制”(14YJC630167) 國家自然科學(xué)基金項目“反恐維穩(wěn)背景下新疆區(qū)域形象的維度與形成機(jī)制研究”(71662031);國家自然科學(xué)基金項目“社會化商務(wù)中虛擬社區(qū)成員參與行為驅(qū)動機(jī)制研究:科技接受模型的視角”(71202136)
【分類號】：C912.6;F125;F592

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