游后旅游者对旅游地期望形象的认知结构研究

On the cognitive structure of expectation image of after-tour tourist on tourism destination

旅游者不仅会在旅游前对旅游地产生形象期望,在产生旅游体验经历后也会产生改变性的形象期望。为探索游后旅游者对旅游地期望形象的认知结构,研究通过文献考察、无结构访谈和重要性判断等方式,设计出游后期望形象认知的测量问卷。研究区分总体样本、区内样本和区外样本,分别对样本数据进行探索性因子分析。研究发现,总体样本、区内样本和区外样本的游后旅游者对旅游地的期望形象基本一致,其认知的形象结构维度主要包括旅游地产品要素形象、旅游地人员要素形象和旅游地宣传要素形象。从区别来看,区内旅游者更强调对旅游地人员要素的期望,而区外旅游者更强调对旅游地产品要素的期望。

tourists would not only have image expectation before tour,but also have image expectation of hoping for improving after tour. In order to explore the cognitive structure of the expected image of after- tour tourist,through literature review,non structural interview and importance judgment of method,this study designed the questionnaire on the expectation image perception of after- tour tourist,made the exploring factor analysis respectively using the overall sample,in- region sample and out- region sample. It was found that three kinds of samples had basic same cognitive structure on the after- tour expectation image of tourism destination; the dimensions include product elements image,personnel elements image and propaganda elements image. In- region tourists concerned more about the personnel elements of the tourism destination,and out- region tourists concerned more about the tourism product elements of the tourism destination.