国家形象对游客重游意向的影响研究——以旅韩中国游客为例

发布时间：2018-08-22 11:53

【摘要】：在国际旅游情境下,文章将韩国作为目的地国家,以旅韩中国游客为问卷调查对象,使用结构方程模型方法,检验国家形象、游客满意度、重游意向之间的关系,研究发现:国家形象由宏观国家形象和微观国家形象构成,宏观国家形象包括国家能力、国民特征、环境管理、宏观国家情感形象四个维度,微观国家形象包括旅游吸引物、微观国家情感形象两个维度;宏观国家形象中的国家能力因子通过游客满意度的完全中介作用间接影响重游意向;微观国家形象中的旅游吸引物因子既直接影响又间接影响重游意向;宏观国家形象中的国家能力因子和宏观国家情感形象因子对游客满意度有显著直接影响,微观国家形象中的微观国家情感形象因子对游客满意度有显著直接影响;旅游吸引物因子和国民特征因子显著直接影响宏观国家情感形象和微观国家情感形象。
[Abstract]:In the context of international tourism, the paper takes Korea as the destination country, takes Chinese tourists in Korea as the survey object, uses the structural equation model method to test the relationship among the image of the country, the satisfaction degree of tourists, and the intention of revisiting. It is found that the national image is composed of macro national image and micro national image. The macro national image includes four dimensions: national capacity, national characteristics, environmental management, macro national emotional image, and micro national image including tourism attraction. Two dimensions of micro-national emotional image: the national ability factor in the macro-national image indirectly affects the revisiting intention through the complete intermediary function of tourist satisfaction; The factors of tourism attraction in micro-national image have direct and indirect influence on revisiting intention, and the national ability factor and macro-national emotional image factor in macro-national image have significant and direct influence on tourist satisfaction. The micro-national emotional image factor has a significant direct impact on tourist satisfaction, tourism attraction factor and national characteristics factor have a significant direct impact on macro-national emotional image and micro-national emotional image.
【作者单位】：南京大学;安徽师范大学国土资源与旅游学院;
【基金】：国家自然科学基金项目(41371161)
【分类号】：F592;F593.126

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