南疆地区目的地形象与旅游者行为意向——感知价值与心理距离的中介作用

Destination Image of Southern Sinkiang and Tourist Intention:Mediating Effects of Perceived Value and Psychological Distance

旅游目的地形象对旅游者决策制定与行为选择具有重要影响,研判两者内在关系、发现关键潜在变量有助于优化目的地营销策略。本文以旅游目的地形象为研究起点,聚焦具有较大形象认知偏差的南疆地区,选择丝绸之路经济带南向枢纽喀什作为样本地,将目的地形象分为认知形象与情感形象两个维度,通过构建二阶潜变量模型来综合反映认知形象,引入感知价值与心理距离两个重要的中介变量,进而研究南疆地区目的地形象对旅游者行为意向的作用机理。结果显示,旅游者对南疆地区所产生的感知价值及心理距离的中介效应显著;旅游者对南疆地区所产生的心理距离显著负向调节感知价值与行为意向之间的关系。尽管被广泛认同的感知价值对于旅游者的行为选择仍发挥关键作用,但是,受到较少关注的心理距离在旅游者未来的行为选择中也起到了至关重要的作用,这对于今后南疆地区及其他相似异质文化区域的目的地营销与管理具有启示意义。

Tourism destination image affects tourists＇ decision-making, revisit and recommendation intention. Destination image, as the core endogenous motivation of regional economic development, reflects the perception of tourists, such as tourism resources, service level, social and cultural environment, etc. As a bridge connecting destination and tourists,it plays an important role in the interaction between them. As an important starting point of marketing innovation for the local government and tourism enterprises, it can involve tourists into the value creation activities to examine their own development problems, and find reasonable social management strategies and precise marketing strategies. Xinjiang Uygur Autonomous Region,as the forefront of reform and opening up in the ＂Silk Road Economic Belt＂ , is playing more and more important roles in the background of ＂The Belt and Road Initiative＂. To achieve social stability and long-term peace and tranquility in Xinjiang are the general objectives which highly depend on Southern Xinjiang,a cultural and ethnic tourist destination with unique ethnic customs and beautiful natural sceneries. It has numerous unique advantages to develop tourist economy. However, Southern Xinjiang with a vast territory is relatively mysterious for most people. Very few studies are on the image of Southern Xinjiang. Therefore,it is necessary to further explore Southern Xinjiang about its destination image and tourists＇ behavior intention. Tourism destination image has important reference value for the development of regional social management and marketing. In this paper,destination image is divided into cognitive image and emotional image. A two-order latent variable model of cognitive image is constructed. Perceived value and psychological distance are seen as mediation variables. Psychological distance is also seen as a moderation variable. Southern Xinjiang is selected as research area and the impact of destination image on tourists＇ behavior intention is discussed and analyzed. This study was investigated from September 28 to October 7 in Kashgar area,2016. Kashgar area is a representative sample area because of its long history as the birthplace of uygur culture, core transportation junction of both Southern Xinjiang and Silk Road Economic Belt, and biased cognitive image. Convenience sample method was utilized to distribute questionnaires. 400 questionnaires were distributed and 335 valid were received. Reliability and validity were analyzed by SPSS. The model fit indexes, path analysis, mediation effect and moderation effect were verified which showed that the model in this paper was appropriate. Then the results were come out. The results show that the cognitive image has positive significant impact on perceived value but the emotional image has no significant impact on perceived value;the cognitive image and emotional image have negative significant impact on psychological distance;the perceived value has positive significant impact on behavior intention;the psychological distance has negative significant impact on perceived value and behavior intention; the mediation effects of perceived value and psychological distance are significant;the moderation effect of psychological distance on the relationship between perceived value and behavior intention is negative significant. The results are of great importance for destination image construction, social management and regional development of Southern Xinjiang. First of all, its tourism marketing organizations need to pay more attention to the external positive emotional marketing policies. Meanwhile, they should focus on word-of-mouth marketing tactics, crisis prevention and timely response. Additionally,relative department should pay attention to coordination and sustainable development. Southern Xinjiang should strengthen the introduction of qualified human resources and training, carrying out multi-language education to improve students＇ abilities of language and communication skills to avoid conflicts in the process of communication. At last, government should take effective measures to encourage the cooperation between local and foreign enterprises to reduce the transportation costs. All of above are of great value for the Long-term stability and sustainable development of Southern Xinjiang.