PI背景下的TDI结构方程模型

Structural Equation Model of Tourism Destination Image Based on Place Image Context

态度理论为地区形象(PI)和旅游目的地形象(TDI)的联合研究提供了一个平台。本文构建了一个理论上的地区形象背景下的旅游目的地形象结构方程模型。模型是一个具有因果关系的结构方程模型,包括8个潜变量和28个观测变量。以徐州为例,在运用SPSS15.0软件对数据进行信度检验的基础上,利用LISREL8.70软件对模型进行了验证性因子分析和路径分析。研究发现:(1)结构模型中各潜变量之间的路径与假定基本符合,模型的整体拟合性能良好;(2)旅游资源认知和旅游服务认知会对旅游意愿产生作用,这符合我们的传统理念;(3)地区特征和居民素质对旅游服务感知、目的地评价和旅游意愿三者均有效应,而地区竞争力和居民竞争力仅对旅游服务感知产生影响。

Attitude theory offers a platform for the combined study of place image and tourism destination image. A structural equation model of tourism destination image is constructed under the background of place image theoretically. It is a structural equation model with the relationship of cause and effect, including 8 latent variables and 28 observed variables. Taking Xuzh0u as an example, based on the trust test of data by applying software SPSS 12.0, we try to use software LISREL 8.70 to conduct a confirmatory factor analysis and path analysis of the model. The study finds： 1. The path coefficients between latent variables are basically consistent with the assumption and the model is excellent in its overall fitness. 2. Tourism resources cognition and tourism service cognition will affect tourist intentions, which conforms to our traditional concept. 3. Area character and residents＇ quality have effect on tourism service perception, destination evaluation and tourist intentions. And place image and residents＇ competitiveness only exert influence on tourism service perception.