信息涉入差异对旅游目的地行前形象影响分析

INVOLVEMENT INFORMATION DIFFERENCE ON PRE-VISIT DESTINATION IMAGE FORMATION

旅游者对旅游目的地的行前形象认知是影响其旅游决策的重要因素,旅游者信息涉入的差异对其旅游目的地行前形象的形成有重大影响。以旅游信息传播为视角,采用便利抽样方式对408名旅游者仅从旅行社和既从旅行社又从互联网来获取行前旅游目的地信息涉入差异进行调查,探讨旅游者感知的旅游目的地行前形象与旅游信息涉入来源、信息涉入程度和个人互联网体验能力的相关关系。研究发现,当旅游者在行前同时从旅行社和互联网两种途径获得旅游目的地形象信息,与单一从旅行社获取目的地信息相比,旅游者对旅游目的地的行前形象感知更差,但是这种感知效果会随着旅游者的互联网体验和旅游者信息收集能力的增强而逐步得到改善,并据此提出了一些管理建议。

The pre-visit image of tourism destination perceived by tourists is an important factor for their tourism decision-making,and difference of information involvement perceived by tourists has an effect on formation of tourism destination pre-visit image.The paper uses the convenient sampling to investigate 408 tourists who got tourism destination information from the travel agency singly and not only the travel agency but the internet,and studies the relationship among tourism destination pre-visit image perceived by tourists and tourism information involvement sources,information involvement quantity and personal Internet experience capacity,from the point of tourism information communication.The finding shows that destination pre-visit image is worse when tourists get information from the travel agency and the Internet together,than when only from the travel agency.This effect is moderated by the degree of improvement of tourist personal information process capacity experience,and some suggestions are put forward.