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旅游地意象影响重游意愿的研究成果丰厚,但缺乏对动漫节庆研究情境的实际应用。本文基于价值—满意视角,构建动漫节庆意象对重游意愿的影响机制模型,并以中国国际动漫节为例,对这一概念模型进行实证检验。结果表明:动漫节庆情境下,活动意象、配套意象、名人名企意象、动漫意象均为直接影响情感意象;动漫意象、活动意象、配套意象不仅直接影响感知价值,且通过情感意象来实现。动漫意象、活动意象、名人名企意象均直接与间接影响游客满意;动漫意象、活动意象、配套意象均直接与间接影响重游意愿。动漫节庆情境下,情感意象不仅直接影响重游意愿,且通过感知价值或游客满意来实现。感知价值不仅直接影响重游意愿,且通过游客满意间接影响重游意愿。相比动漫节庆认知意象各要素而言,情感意象是驱动重游意愿的最重要影响因素,游客满意与感知价值依然是驱动重游意愿的不可或缺因素。
The researches on the impact of the image of tourist destination on revisit are rich, but there is a lack of practical application of research on animation festivals. Based on the value-satisfaction perspective, this paper constructs a model of the impact mechanism of the animation festivals on the will to revisit. Taking the China International Animation Festival as an example, this paper empirically tests this conceptual model. The results show that: in the festival festivals, the images of activities, supporting images, images of celebrities and enterprises, and images of anime directly affect the images of emotions; the images of anime, the images of activities, and the images supporting not only directly affect the perceived value, but also realize the images through emotions. The images of the anime, the images of the activities and the images of celebrities and famous enterprises directly and indirectly affect the tourists’ satisfaction. The images of the anime, the images of the activities and the supporting images all directly and indirectly influence the willingness to revisit the images. Under the festival festivals, the emotional image not only directly affects the willingness to revisit, but also achieves it through perceived value or tourist satisfaction. Perceived value not only directly affects the wishes of revisit, but also indirectly influences the revisit intention through the satisfaction of tourists. Compared with the various elements of the cognitive image of the animation festivals, the emotional images are the most important factors driving the intention of the repetition. Visitor satisfaction and perceived value are still the indispensable factors that drive the intention of the refraction.