青年人的认知、情感与旅游目的地形象感知--基于上海国际旅游度假区的实证研究

Young People’s Cognitive-Emotional-Overall Image: An Empirical Study of Shanghai International Resort

针对新时期有效促进青年身心健康的目标,旅游业可以承担重要角色并发挥作用。同时,青年人作为旅游目的地的重要客群,其对旅游目的地的形象感知对开发针对青年客源的旅游产品具有重要影响。为探究青年人对旅游目的地形象感知的影响因素及相关性,以目的地形象"认知-情感-整体形象"新三维结构作为旅游目的地形象感知模型,分析了青年人群体对上海国际旅游度假区的认知形象、情感形象及整体形象的感知。通过问卷调查获取数据,通过因子分析和相关分析进行数据分析,研究结果发现:刺激因素和个体因素是影响青年人对旅游目的地形象感知的重要因素;青年人对旅游目的地的认知形象与情感形象互有作用,并共同影响整体形象。

In view of the goal of effectively promoting young people’s physical and mental health in the new era, tourism can play an important role. At the same time, as an important tourist group of tourist destinations, young people’s perception of destination image has an important impact on the development of tourist products aimed at young tourists in tourist destinations. In order to explore the influencing factors and correlation of young people’s perception of tourism destination image, this paper takes the new three-dimensional structure of destination image--"cognitive-emotional-overall image" as the perception model of tourism destination image, and analyses young people’s perception of cognitive image, emotional image and overall image of Shanghai International Resort. This paper collects data through questionnaire survey and makes data analysis through factor analysis and correlation analysis. The results show that stimulations and individuality are important factors affecting young people’s perception of destination image. Young people’s cognitive image interacts with emotional image, and affects the overall image.