基于社会交换理论的居民地方意象对其节庆旅游支持度的影响机制研究

Research on the Impact Mechanism of Residents’ Place Image on Festival Tourism Support Based on Social Exchange Theory

游客旅游目的地意象是旅游研究中的重要概念,但目的地居民的地方意象却缺乏系统研究,节庆研究范畴也亟待旅游理论的涉入。基于社会交换理论,以开封市居民为研究对象,该地举办的各类节庆为研究内容,构建居民地方意象、节庆影响感知与节庆支持度间关系模型,使用AMOS和SPSSPROCESS分别验证结构模型与中介效应。研究发现:游客旅游目的地意象的维度:认知意象、情感意象、整体意象同样适用于居民地方意象的建构;居民的情感意象与整体意象均对节庆支持度产生直接的正向影响,而认知意象则对节庆支持度产生间接的正向影响;居民的节庆影响感知分别在其认知意象、情感意象与节庆支持度间存在中介效应,而在整体意象与节庆支持度间不存在中介效应。

The tourist destination image is a core concept in tourism research,but the place image of the destination’s residents is lack of systematic research,and the category of festival research needs to be involved by the tourism theory.Based on the social exchange theory,this paper takes Kaifeng’s residents as the research object and the local festivals as the research content,constructing the relationship model between the place image,the perceived festival impacts and the festival support,and using AMOS and SPSS PROCESS to verify the structure model and the mediation effect respectively.The findings are as follows:the dimensions of tourist destination image:cognitive image,affective image and overall image are also applicable to the construction of residents' place image.residents’ affective image and the overall image have a direct positive impact on their festival support,while the cognitive image has an indirect positive impact on their festival support.there is a mediation effect between the cognitive image,affective image and the festival support through perceived festival impacts,while there is no mediation effect between the overall image and the festival support through perceived festival impacts.