热带地理 ›› 2015, Vol. 35 ›› Issue (6): 943-949.doi: 10.13284/j.cnki.rddl.002783

• 论文 • 上一篇    下一篇

旅游目的地形象与目的地感知吸引力关系——以厦门市为例

郭安禧1,孙雪飞1,王纯阳2   

  1. (1.上海商学院 酒店管理学院,上海 201400;2.五邑大学 经济管理学院,广东 江门 529020)
  • 出版日期:2015-11-05 发布日期:2015-11-05
  • 作者简介:郭安禧(1977―),男,江西吉安人,博士,讲师,研究方向为旅游市场营销,(E-mail)guoanxi319@163.com。
  • 基金资助:

    国家自然科学基金项目(71203162);广东省高等学校优秀青年教师培养计划资助项目(Yq2013158);邮轮旅游者感知吸引力的影响因素研究学院项目

Relationship between Destination Image and Destination Perceived Attractiveness: A Case Study of Xiamen Based on Logistic Regression Model

GUO Anxi1,SUN Xuefei1,WANG Chunyang2   

  1. (1.School of Hospitality Management,Shanghai Business Institute,Shanghai 201400,China;2.School of Economics and Management, Wuyi University,Jiangmen 529020,China)
  • Online:2015-11-05 Published:2015-11-05

摘要:

为明确目的地形象的细分维度与目的地感知吸引力的关系,以厦门市为例,基于问卷调查,利用Logistic回归模型实证研究认知形象、情感形象、总体形象对目的地感知吸引力的影响。结果表明:1)目的地品牌、自然和文化2个认知形象因子对目的地感知吸引力有显著正向影响,休闲娱乐和接待环境2个认知形象因子对目的地感知吸引力没有显著正向影响;2)情感形象、总体形象对目的地感知吸引力皆有显著正向影响;3)情感形象对目的地感知吸引力的影响大于认知形象对目的地感知吸引力的影响。

关键词: 认知形象, 情感形象, 总体形象, 目的地感知吸引力, Logistic回归模型

Abstract:

Understanding destination perceived attractiveness and their influencing factors has important implications for enhancing attractiveness of tourist destination and market competitiveness. In order to identify the relationship between dimensions of destination image and destination perceived attractiveness, taking Xiamen City as an example, this study empirically examines the effects of 4 cognitive image factors, effective image, and overall image on destination perceived attractiveness by logistic regression model using data obtained from a visitor questionnaire survey with 563 valid questionnaires. The results show that: Firstly, destination brand, nature and culture have significant positive effects on destination perceived attractiveness, while entertainment and reception environment do not have. Secondly, both effective image and overall image have significant positive effects on destination perceived attractiveness. Thirdly, effective image has much stronger effects on destination perceived attractiveness than cognitive image. The study results would help to provide guidance for enhancing attractiveness of tourist destination from the angle of destination image.

Key words: cognitive image, effective image, overall image, destination perceived attractiveness, Logistic Regression Model