“一带一路”背景下国家-目的地形象对入境旅游意向的影响研究——以甘肃敦煌为例

The Influence of Country-destination Image on Inbound Travel Intention under the Background of“the Belt and Road”:A Case of Dunhuang in Gansu Province

国家形象是国际营销领域的重要概念,目的地形象是旅游领域的重要概念。对于旅游目的地和产品而言,想要在全球化市场竞争中脱颖而出,国家形象和目的地形象具有战略意义和竞争优势。但国内对国家形象与更小尺度的目的地关系的实证研究极少,本文以这两个领域为研究对象,在归纳总结已有相关研究的前提下,阐明两个理念定义以及维度的特征,并提出整合这些变量的旅游意向模型以及相应的五个假设。研究发现:对于认知形象以及情感形象而言,国家形象带有显著的影响作用,并且对认知形象的影响要大于对情感形象的影响;潜在游客的旅游意向受到他们对目的地感知力的直接影响;相较于目的地的影响力,潜在游客对国家形象的影响可忽略。

National image is an important concept in international marketing field,and destination image is an important concept in tourism field.In the increasingly competitive globalized market,the national image and destination image present important strategic value for the product and tourist destination to obtain a competitive advantage.However,there are few empirical studies on this relationship.Based on a comprehensive review of the latest research progress in the two fields,this paper analyzes the definition of the two concepts and the feature of the dimensions and proposes a model of tourism intentions that integrates these variables and the corresponding five assumptions.It is found that the national image can not only significantly affect the cognitive image of the destination,but also significantly affect the emotional image,but the influence on the cognitive image is greater than the influence on the emotional image,the overall image perception of potential tourist destinations significantly affects their tourism intentions,and the influence of national image on the tourism intentions of potential tourists is completely mediated by the destination image.