沂蒙红色旅游形象感知研究

A Study on the Perception of Yimeng Red Tourism Image

通过构建旅游目的地认知形象指标体系,在问卷调查的基础上,运用验证性因子分析、相关分析及路径分析等方法系统地分析沂蒙红色旅游形象感知。对认知、情感及总形象依次分析并得出结论,通过相关及路径分析,红色教育和放松身心等旅游动机影响因素与沂蒙红色旅游的认知和情感形象均显著相关,自然社会环境与沂蒙红色旅游情感形象相关程度最高,敬畏则与其认知形象相关性最高,认知形象对总形象影响程度最大。

By building the index system of tourism destination image cognition, on the basis of questionnaire, using confirmatory factor analysis, correlation analysis and path analysis methods,the red tourism image perception of Yimeng area is systematically analyzed. Through correlation and path analysis and analyzing the cognition, emotion and total image respectively, a conclusion is drawn that the tourist motivation influence factors such as red education and relaxation are significantly related to cognitive and emotional image of Yimeng red tourism image. The natural social environment has the highest correlation with the emotional image of Yimeng red tourism, while the fear has the highest correlation with the cognitive image, and the cognitive image has the greatest influence on the total image.