动漫节庆意象对重游意愿的影响研究——以中国国际动漫节为例

发布时间：2018-01-01 20:12

本文关键词：动漫节庆意象对重游意愿的影响研究——以中国国际动漫节为例　出处：《浙江学刊》2017年03期 　论文类型：期刊论文

【摘要】：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。
[Abstract]:Tourism destination image influence revisiting intention of the research results rich, but the lack of animation festival research situation of practical application. Based on the value-satisfaction perspective, this paper constructs the animation festival image on the re-travel intention of the influence mechanism model. And take China International Animation Festival as an example, the empirical test of this conceptual model. The results show that: animation festival context, activity image, supporting image, celebrity image. Animation image is directly affect the emotional image; Animation image, activity image, matching image not only directly affect the perceived value, but also realize through emotional image. Animation image, activity image, celebrity image directly and indirectly affect tourists' satisfaction. Animation image, activity image, matching image directly and indirectly affect revisiting intention. In the context of animation festival, emotional image not only directly affects revisiting intention. And through the realization of perceived value or tourist satisfaction. Perceived value not only directly affects the revisiting intention, but also indirectly affects the revisiting intention through tourists satisfaction. Compared with the animation festival cognitive image elements. Emotional image is the most important factor to drive revisiting intention, and tourist satisfaction and perceived value are still the indispensable factors to drive revisiting intention.
【作者单位】：浙江旅游职业学院;
【基金】：浙江省自然科学基金青年科学基金项目“常居地—旅游地二元情境下旅游者环境责任行为影响机理及引导政策研究”(LQ15G030002)的阶段性成果浙江旅游职业学院2016院级旅游科学研究专项重点项目“建构主义视阈下的动漫节庆意象测评研究”(2016LYZX 03)的研究成果
【分类号】：B842;F592
【正文快照】： 一、引言按照空间尺度不同,旅游地类型可包括大尺度的国家、中尺度的城市及小尺度的旅游景点。不管是哪种尺度下的国内外旅游地,都强调拥有独特的自然景观/人文景观,并配以优质的旅游服务,但是,就全球旅游业市场竞争格局来看,总是少数几个旅游地把控了全世界2/3的旅游市场占比

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