新冠疫情对武汉乡村旅游购买决策的影响机制——基于乡村旅游地形象感知视角

On the Influence Mechanism of the Epidemic Situation of COVID-19 on the Purchase Decision of Rural Tourism in Wuhan:Based on the Perspective of Image Perception on Rural Tourism Destination

基于认知理论及“刺激—认知—反应”模型,从“认知—安全—情感”三维结构视角,研究了新冠肺炎疫情危机、武汉乡村旅游地形象感知及乡村旅游购买决策之间的影响机制。运用SPSS和AMOS软件对423份有效问卷数据进行结构方程模型分析,研究结果显示,新冠疫情危机会对潜在旅游者的乡村旅游购买决策产生显著负向影响;安全形象感知强烈影响乡村旅游购买决策;疫情对旅游地情感形象感知、认知形象感知的负向影响不显著。据此,武汉乡村旅游的发展要以一二产业为依托,增强抗风险能力;通过舆情导向增强正面安全感知;借助传播媒介与大众保持情感联系;维持旅游供给要素规格,并利用信息技术加快产品升级。

Based on cognitive theory and SCR model,from the perspective of“cognition-safety-emotion”three-dimensional structure,this paper investigated the influence mechanism among the COVID-19 epidemic situation crisis,the image perception on rural tourism destination and the purchase decision of rural tourism in Wuhan.Through two softwares,namely,SPSS and AMOS,the author analyzed 423 valid questionnaire data with structural equation model.The result showed that,for potential tourists,the COVID-19 epidemic situation signally and negatively affected their purchase decision of rural tourism,and the perception of safety image strongly influenced the purchase decision of rural tourism while the crisis had no significant negative effect on the perception of affective image and cognitive image.In this regard,the development of rural tourism in Wuhan ought to take primary and secondary industries as basis to strengthen the ability of anti-risk,enhance positive safety perception through public opinion guidance,keep affective contact with the public via media,maintain the specification of tourism supply factors and utilize information technology to accelerate product upgrading.