游客涉入对旅游目的地形象感知的影响——盎格鲁入境旅游者与国内旅游者的比较

Impacts of Tourist Involvement on Destination Image: Comparison between Inbound and Domestic Tourists

本研究的主要目的是从维度层次探讨游客涉入对目的地形象感知的影响,并对盎格鲁入境旅游者(n=349)和国内旅游者(n=292)两个群体的影响模式进行比较。游客涉入测量使用Gursoy & Gavcar修订的国际休闲旅游者游客涉入量表,包括娱乐/兴趣、风险可能性和风险后果3个维度;目的地形象测量使用Baloglu的目的地形象量表,包括认知形象和情感形象2个成份。以桂林、阳朔作为案例地,使用多组结构模型分析方法比较两个群体的结构模型。研究发现:游客涉入对目的地形象感知有显著影响,具体表现为娱乐/兴趣显著正向影响认知和情感形象;风险后果显著负向影响认知和情感形象;风险可能性对情感形象无显著影响,国内旅游者风险可能性显著正向影响认知形象,但盎格鲁入境旅游者没有发现这种影响;2个子样本只有娱乐/兴趣→认知形象和风险可能性→认知形象两个路径系数存在差异,其他路径系数均等值。

The measurement scales of tourist involvement and tourist destination image are adapted from previous researches.Involvement scale is adapted from Gursoy Gavcar＇s study on international leisure tourist involvement,which includes three dimensions： pleasure/interest,risk probability,and risk consequence.Destination image scale is adapted from Baloglu McCleary＇s study on destination image formation,which includes cognitive image and affective image.The data from nearly 900 tourists visiting Guilin and Yangshuo were collected during October and November 2008,and the response rate was 94.1%.In order to avoid the influence of inbound sample heterogeneity on the comparison between inbound and domestic sample,only Anglo inbound tourists＇ data （n = 349） and domestic tourists＇ data （n = 292） are used in this research.In this study,a structural equation model is used for theory testing and development.First,confirmatory factor analysis is used to test the applicability of tourist destination image and involvement scales,as well as to test the total measurement model for all of the samples.Second,Multi-groups factor analysis is used to test measurement equivalence and investigate the structural relation among three dimensions of involvement and two image components （cognitive image and affective image）.Then,the path coefficients of two structural models from two different group tourists are analyzed and compared. The results shows tourist involvement has significant effect on destination image.Specifically,for all of the samples,pleasure/interest dimension has positive significant effect on cognitive image and affective image,risk consequence dimension has negative significant effect on cognitive image and affective image,and risk probability dimension has no influence on affective image.The effects of risk probability on cognitive image are different between inbound and domestic tourists.For domestic tourists,risk probability has significant positive effect on cognitive,but for inbound tourists,no significant effect is found.Between the two samples,all path coefficients are equivalent except two coefficients： pleasure/interest→cognitive image and risk probability→cognitive image. The conclusions are drawn as follows.Tourist involvement has significant effect on destination image,and there is no significant cross-group difference except the effect of pleasure/interest and risk probability on cognitive image.