旅游目的地形象对游客民宿购买意愿的影响因素研究.docxVIP

PAGE 39 旅游目的地形象对游客民宿购买意愿的影响因素研究 摘 要 有学者基于形象理论研究指出，国家之间因为宗教信仰、习俗、认知等方面的不同会造成国家形象的差异，不仅如此，不同区域、不同地区之间基于地理、人文、社会环境等的差异，也会使得地区之间存在一定的形象上的区别。另外，也有学者证实了区域形象（地区形象）会影响消费意愿。因此，本文选取了民宿产品为研究对象，以形象理论为基础，探讨旅游目的地形象对游客民宿购买行为的影响因素，厘清二者关系有助于深化前人对区域形象效应的研究，并在一定程度上帮助民宿经营者正确调整经营策略。 经过问卷调查与实证分析，得出结论如下： 在民宿产品中，不同旅游目的地形象的功能价值、交互价值与社会价值感知差异不显著。 在民宿产品中，消费者在不同旅游目的地形象中所感知到的情感价值和认知价值存在差异。 感知价值与其细分的五个维度（功能、情感、交互、认知、社会）均对购买意向产生正向影响。即感知价值越高，消费者的民宿购买意向越强。 在商业性娱乐旅游地中，除功能价值位居第二位外，其他四种感知价值的评价均低于自然风光旅游地与人文历史旅游地。 基于分析结论，笔者提出了四点管理建议，企盼能为提高民宿的服务质量与消费者的体验品质提供科学的依据。 关键词： 旅游目的地形象；感知价值；光环效应；概括效应；线索利用理论；购买意愿 Research on the Influence Factors of Tourism Destination Image on Tourists Purchase Intention of Homestay Abstract On the basis of image theory, some scholars point out that the differences of national image are caused by the differences of religious beliefs, customs and cognition among countries. Not only that, different regions, different regions based on the differences of geographical, human and social environment, will also cause certain regional image differences. In addition, some scholars have confirmed that the regional image (regional image) will affect the consumption intention.Therefore, based on the image theory, this paper chooses the homestay products as the research object, discusses the factors that influence the tourists buying behavior of homestay and clarifies the relationship between them, which is helpful to deepen the previous research on the effect of regional image, and to some extent, helps the operators of homestay adjust their management strategies correctly. Through questionnaire survey and empirical analysis, the following conclusions are drawn: (1) There are no significant differences in the functional value, interactive value and social value perception of the image of different tourism destinations. (2) In the home stay products, the emotional value and cognitive value perceived by consumers in different tourism destinations are different. (3) Perceived value and its f