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由于众所周知的原因,很多中国人对日本怀有负面情感,但中国游客赴日旅游却屡创新高。为什么出现这种矛盾现象?本文推测,日本卓越的目的地形象与国家形象使中国消费者对日本心生正面情感,其影响力超过负面情感。消费者对某个旅游目的地的情感是如何形成的?现有研究分析不够透彻,缺乏理论基础;且很少有研究同时探索正面情感与负面情感对消费者旅游目的地选择决策的共同影响。基于ABC态度模型,本文构建国家形象、目的地形象和游客敌意对出境旅游意向的影响模型。使用问卷调查法收集数据,运用结构方程模型、中介效应分析和调节效应分析处理数据,本文发现:第一,认知目的地形象与认知国家形象均通过中介变量情感目的地形象间接影响出境旅游意向;第二,情感目的地形象对出境旅游意向的正向影响强于游客敌意对出境旅游意向的负向影响。本文研究结果在理论上将进一步扩展ABC态度模型在目的地形象与国家形象交叉研究领域的应用,进一步厘清情感目的地形象的形成机理,进一步丰富国际旅游营销研究。在实践上将为政府、旅游管理部门和旅行社的营销决策提供理论参考。
Due to well-known reasons, many Chinese cherish negative feelings about Japan, but Chinese tourists travel to Japan has hit record highs. Why is this contradictory phenomenon? This article speculates that Japan’s excellent image of the destination and the country’s image so that Chinese consumers have a positive affect on Japanese heart, its influence over negative emotions. How is the consumer’s feeling towards a tourist destination formed? The existing research is not thorough enough, lacking of theoretical basis; and few researches have explored the common influence of positive emotions and negative emotions on the choice of consumer destinations. Based on the ABC Attitude Model, this paper builds a model of the impact of national image, destination image and tourist hostility on outbound travel intentions. Using questionnaire to collect data, using structural equation modeling, mediating effect analysis and adjusting effect analysis to deal with the data, this paper finds that: First, both cognitive destination image and cognitive national image indirectly influence outbound travel through intermediary variable emotional destination image Second, the positive impact of the image of the emotional destination on outbound travel intentions is stronger than the negative effect of the hostile tourists on outbound travel intentions. The results of this paper will theoretically further extend the application of ABC attitudinal model in the field of cross-study between destination image and national image, further clarify the formation mechanism of the image of emotional destination, and further enrich the international tourism marketing research. In practice, it will provide theoretical reference for the marketing decision-making of the government, tourism management department and travel agency.