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景区形象对目的地选择、旅游评价及游后行为倾向有着重要的影响。针对景区层面游客忠诚的影响因素,利用结构方程模型对景区形象与忠诚及其前因的满意和感知价值的关系展开实证研究,样本在16个自然与人文景区收集,共1220份。研究表明,景区形象是游客对景区忠诚的重要影响因素,它不仅对游客忠诚影响显著,对感知价值和满意也有着显著的积极影响。在感知价值和满意对忠诚的作用机制中,也验证了满意是更直接和显著的影响因素。利用因子分析可以将景区形象解析为三个有意义的维度,在对忠诚的影响中,情感形象发挥着核心作用。从时间视角可以将行为忠诚进一步解构为近期、中期和远期的行为忠诚,利用多元回归分析发现,景区形象的三个维度与三个行为忠诚维度及态度忠诚之间显示出一定的因果关系。
The image of the area has an important influence on the choice of destination, the evaluation of tourism and the tendency of post-wandering behavior. In view of the influencing factors of tourist loyalty at the scenic level, an empirical research is carried out on the relationship between the image of the scenic spot and its loyalty and the satisfaction and perceived value of its antecedents. The samples are collected in 16 natural and cultural scenic spots and 1220 in total. The research shows that the scenic area image is the important influence factor of tourist loyalty to the scenic area. It not only has a significant impact on the tourist loyalty, but also has a significant positive impact on the perceived value and satisfaction. In the mechanism of perceived value and satisfaction on loyalty, we also verify that satisfaction is more direct and significant. Factor analysis can be used to resolve the image of the scenic spot into three meaningful dimensions. Affecting the loyalty, the emotional image plays a central role. From the perspective of time, behavioral loyalty can be further deconstructed into behavioral loyalty in the near, medium and long term. Using multiple regression analysis, it is found that the three dimensions of the scenic area image show a certain causal relationship with the three behavioral loyalty dimensions and attitude loyalty.