旅游目的地信任与趋近行为意向关系研究——以韶山为例

A Research on the Relationship between Tourist Destination Trust and Approaching Intention: A Case Study of Shaoshan

目的地信任影响旅游者出游决策和到访意愿,研究意义重大。本文在梳理、分析相关研究成果的基础上,对信任、情绪和趋近行为3者之间关系进行了思辨,构筑出概念模型,并使用调查问卷在韶山获取基础数据,之后运用结构方程模型方法,对3者关系进行研究。通过数据分析,本文得出:第一,旅游目的地信任对趋近意向存在显著的正向影响;第二,旅游目的地信任对情绪有显著正向影响;第三,情绪在旅游目的地信任与趋近意向的关系中起重要的中介作用。最后,本文根据实证结果得出启示,认为旅游目的地应筑造和重构旅游者高度信任的目的地品质和形象,同时着力营造能提升旅游者愉悦度的体验场所和氛围。

Tourists＇ trustworthiness of a specific destination will exert a great influence on their processes of decision-making and their visiting intention, thus research on destination trustworthiness is of great academic significance. Based on a comprehensive analysis of earlier researches and the first-hand data obtained by questionnaire to the tourists in Shaoshan, this article constructs a conceptual model and uses SEA to analyze the dialectic relationship of trust, mood and approach intentions. Three conclusions are put forward in this research： first, the tourists＇ destination trust has a positive influence on their approaching intentions; second, the tourists＇ destination trust has a significant positive effect on mood; third, tourists＇ mood has an important intermediary role between tourists＇ destination trust and their approaching intention. This empirical research suggests that as to the tourist destination, the image of Trustworthiness should be set up, more space be spared to create a pleasant atmosphere thus to promote tourists experience as a whole.