宗教名山型旅游地形象感知与游客行为意向研究——以武当山风景区为例

The Visitors’ Perception and Tourism Intention of Religious Mountain Destination: A Case of Wudang Mountains World Heritage Site

以武当山风景区这一典型的宗教名山型旅游地为例,运用因子分析、结构方程模型、单因素方差分析等方法,分析武当山旅游地认知形象、情感形象和整体形象的感知特征、感知差异及其影响因素,以及对进一步旅游行为意向的影响。结果显示:武当山旅游地认知形象可分解为自然景观、服务体验、文化景观三个形象维度,游客对自然景观形象的感知最为强烈,文化景观形象感知最弱;武当山旅游地的整体形象主要来源于情感形象感知,认知形象感知对整体形象感知影响不大;感知形象差异在信奉道教与否的游客间不显著,而在受教育程度、旅游次数和市场距离远近的组间存在显著差异;游客的重游和推荐意向较强,旅游地整体形象与行为意向呈正相关关系。

Wudang Mountain Scenic Spot,a typical religious and cultural tourism resort,has been utilized as an example to construct and test the features,differences and influencing factors of perception-onthe cognition,affectionand integration of the local tourist image. Their influences on Tourism Destination Image( TDI) and visitors’ behavioral intentions have also been analyzed by applying Factor Analysis( FA),Structural Equation Modeling( SEM) and One-way Analysis of Variance methods( ANOVA).It is shown that the cognitive image of the Wudang Mountain can be divided into three dimensions: the natural landscape image,the service experience image,and the cultural landscape image by principal component factor analysis. Tourists have the strongest perception of the natural landscape image and the cultural landscape image perception is the weakest. The overall image of Wudang Mountain tourism mainly comes from the emotional image perception. The cognitive image perception has little influence on the overall image. The perceived image differences is not significant among the tourists who believe in Taoism or not,but there are significant differences between the groups with different education backgrounds,travel times and market distance. Visitors’ revisiting and recommendation intentions are strong,and the overall image of the tourism destination is positively correlated with the behavioral intention.