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本文基于现有旅游目的地形象相关研究成果,从形象构成的角度,建立目的地形象影响因素的路径模型,并以张家界为例,运用结构方程模型(SEM)分析了旅游目的地形象的影响因素。研究结果表明,目的地综合形象的形成源于旅游者对目的地认知和情感属性的评价,情感形象在认知形象和综合形象之间起着中介作用;信息来源和旅游者的旅行经历等刺激因素是影响旅游目的地形象的重要因素;旅游者的性别和年龄对目的地形象产生显著影响。
Based on the research results of the existing tourism destination images, this paper establishes a path model of the destination image influence factors from the perspective of image composition. Taking Zhangjiajie as an example, this paper analyzes the influential factors of the destination image by the structural equation model (SEM) . The results show that the formation of a comprehensive image of the destination comes from the tourists’ assessment of the cognitive and emotional attributes of the destination, and the emotional image plays an intermediary role between the cognitive image and the integrated image. The sources of information and travel experience of the tourists The stimulus is an important factor affecting the image of the destination; the gender and age of the tourists have a significant impact on the image of the destination.