旅游目的地形象修复策略:关联游客行为意图的量表开发与检验

TOURISM DESTINATION IMAGE RESTORATION STRATEGIES:EXPLOITATION AND TEST OF THE SCALE ASSOCIATED WITH TOURIST BEHAVIORAL INTENTIONS

在形象修复理论基础上,开发了旅游目的地形象修复量表,通过对441名入境游客的问卷调查,采用结构方程模型对旅游目的地形象修复量表进行了整体验证,并关联分析了其对游客行为意图的影响,结果表明:本文所开发并实测的旅游目的地形象修复策略量表,整体结构良好,量表信度和效度值都处于较好水平;旅游目的地形象修复策略由6个基本维度构成,其中柔和的形象修复策略对游客行为意图有显著影响;本量表提出策略的实施效果与西方的研究总体趋同但略有差异。文章同时指出,针对入境客源市场,目的地形象修复策略要遵循跨文化信息传播的基本特点,同时要重点使用渐进式的目的地形象修复方式。

In relation to image restoration theory, the paper develops a scale of tourism destination image restoration strategy. Through a survey of 441 inbound tourists in Xinjiang and Tibet, this study verifies the scale and conducts an empirical study of the relationship between tourism destination image restoration and visitor＇s behavioral intentions. The results indicate that： firstly, the scale is overall well-structured, and the reliability and validity are at a good levels; the scale can evaluate and measure the tourist＇s behavioral intentions; secondly, the tourism destination image restoration strategy includes six dimensions： Deny/Regrets, Corrective Action, Evasion of Responsibility, Criticize/Disclose, Mortification, and Reduction of Offensiveness. However, the tough strategies have no effect on the visitors＇ intentions. What＇s more, the strategies＇ effectiveness of the scale is slightly different but overall in accordance with the previous studies. The study also reveals that the destination image restoration strategies must abide by the features of the cross-cultural communication; progressive destination image restorations are necessary means; information dissemination ways and skills should be emphasized in the destination image crisis.