非特定目的地旅游经验对目的地形象的影响研究

Influence of Nonspecific Destination Vacation Experience on Tourism Destination Image

旅游经验是旅游目的地形象的重要影响因素之一。非特定目的地旅游经验对目的地形象多个维度的影响作用尚缺乏系统研究。文章基于一手数据,以到访过西安的中国国内旅游者为研究对象,采用内容分析法、单因素方差分析法和因子分析法,研究非特定目的地旅游经验对目的地形象多个维度的影响。研究发现:(1)非特定目的地旅游经验是认知形象的影响因素。经验丰富的旅游者对目的地抽象属性的评价更客观,对目的地旅游吸引物维度的评价更积极。(2)非特定目的地旅游经验是情感形象的影响因素。经验丰富的旅游者对目的地的情感体验更积极正面。(3)非特定目的地旅游经验是重游意愿和推荐意愿的影响因素。经验丰富的旅游者重游意愿和推荐意愿更强烈。(4)非特定目的地旅游经验不是刻板形象、独特形象、整体形象和旅游满意度的影响因素。

Tourism experience is one of the most important factors influencing tourism destination image（TDI）. Tourism experience can be divided into two types： previous travel experience at a specific destination or vacation experience at a nonspecific destination. Systematic research on the influence of vacation experience on multiple TDI dimensions is still lacking to date. This study explores the influence of nonspecific destination vacation experience on multiple TDI dimensions, including stereotypical image, unique image, holistic image, cognitive image, affective image, and conative image, to determine whether nonspecific destination vacation experience is an influential factor for TDI and which TDI dimensions are influenced. The results show the formation mechanisms of multiple TDI dimensions, which enriches and deepens the literature on influential factors for TDI. Moreover, the findings can provide a theoretical basis for performing accurate marketing and constructing exact TDI.A survey was conducted using a four-part questionnaire with Chinese tourists who have visited Xi＇an.The first part measured tourists＇ nonspecific destination vacation experience using a 5-point, single-item Likert scale（from＂no experience＂= 1 to＂great experience＂= 5）. The impact of destination image was investigated. For stereotypical image, unique image, and holistic image, participants were asked＂what image or characteristics come to mind when you think of Xi＇an as a vacation destination？＂For unique image, participants were asked to＂list any distinctive or unique tourist attractions that you can think of in Xi＇an.＂For holistic image, participants were asked to＂choose a word to describe Xi＇an as a tourism city.＂The third part explored cognitive image, affective image, and conative image using a 5-point Likert scale.The final part concerned demographics. Tourists were divided into three groups according to their nonspecific vacation destination experience： i.e., lack-experience groups, somewhat-experienced groups, and experienced groups. Two hundred thirty-two participants were included in all sampled groups. In addition, four methods were used to study the influence of nonspecific destinaation vacation experience on multiple TDI dimensions： i.e., content analysis, one-way analyses of variance, and factorial analyzing.The conclusions show that： first, nonspecific destination vacation experience is an influential factor on cognitive image, i.e., experienced tourists are more likely to have a positive cognizance of the tourism destination＇s intangible attributes and of the core attraction dimension. Second, nonspecific destination vacation experience is also an influential factor on affective image： i.e., experienced tourists have richer emotional experience at vacation destinations. Third, nonspecific destination vacation experience is an influential factor on revisit and recommendation intentions： i.e., experienced tourists have more intense revisit and recommendation intentions than do other tourists. Finally, nonspecific destination vacation experience is not an influential factor on tourism satisfaction or stereotypical image, unique image, and holistic image. Experienced tourists have higher tourism satisfaction. The formation of the above three kinds of tourism image is mainly connected with the quantity, types, and contents of the destination information obtained by tourists.