城市形象感知对旅游满意度的影响——基于武汉市旅游者的调查分析

Impacts of Tourist Perceived City Image on Their Satisfaction: A Survey and Analysis Based on Wuhan Tourists

城市旅游满意度可能受到城市形象感知的影响,并非只受到旅游要素的影响。借鉴行为心理学和旅游需求相关理论,通过演绎推理提出有待检验的理论假说和模型,利用武汉市旅游者的问卷调查数据,借助结构方程模型检验这些理论假说和模型。结果表明:经过细微调整后,城市认知形象感知、情感形象感知、旅游满意度的模型构建合理;与替代模型相比较,构建的理论模型最佳;城市认知形象感知、情感形象感知既直接影响又通过感知价值的调节间接影响旅游满意度,且作用大于旅游动机。因此,提升城市形象感知是提高城市旅游满意度的有效路径。

City tourist satisfaction (TS) may be influenced not only by tourism related factors, but also by tourist perceived city image. To test this proposition, several theoretical hypotheses and a model were proposed on the basis of behavioral psychology and tourism demand theories, and tested by using the structural equation modeling and the questionnaire data collected from Wuhan tourists. The results show that the latent variables such as tourist perceived city cognitive image (CCI), city affective image (CAI), TS are reasonable after slight adjustment;Compared to the alternative models, the proposed theoretical model is best to fit for the data;Tourist perceived CCI and CAI not only directly and positively affect TS, but also indirectly affect TS through the mediating of tourist perceived value, and their effects are greater than tourist motivation. Accordingly, it can be believed that enhancing tourist perceived city image be an effective way to improve TS.