上海旅游地总体形象影响因素及其形成路径研究——基于对韩国民众的调查

Influential Factors of Overall Image of Shanghai Tourist Destination and Its Formation Path——Based on the Survey of South Korean People

韩国是上海入境旅游最主要的客源国之一,如何保持韩国客源市场的规模和质量成为国内旅游学界和业界关注的焦点。以调查韩国民众获得的969份有效问卷为样本,采用探索性因子分析、结构方程模型分析和模糊集定性比较分析(fsQCA)探究上海旅游地总体形象影响因素及其形成路径。结果表明:韩国民众对上海的住宿认知、居民认知、城市认知、旅游环境认知对上海总体形象具有显著正向影响;住宿认知、居民认知、城市认知、旅游环境认知是韩国民众构建上海总体形象的重要源泉;韩国民众通过城市认知*住宿认知*旅游环境认知、城市认知*旅游环境认知*居民认知、住宿认知*旅游环境认知*居民认知3条路径构建上海总体形象。研究结论对增强上海城市吸引力、促进入境旅游发展具有一定的理论和实践意义。

South Korea is one of the most important source countries of inbound tourism in Shanghai. How to maintain the scale and quality of South Korean tourist market has become the focus of tourism industry. Taking 969 valid questionnaires obtained from South Korean people as samples, this paper uses exploratory factor analysis, structural equation model analysis and fuzzy set qualitative comparative analysis(fsQCA) to explore influential factors of overall image of Shanghai tourist destination and its formation path. The results show that:(1) accommodation cognition, resident cognition, city cognition and tourism environment cognition have a significant positive impact on overall image of Shanghai tourist destination.(2) accommodation cognition, resident cognition, city cognition, and tourism environment cognition are the important sources for South Korean people to form the overall image of Shanghai tourist destination.(3) South Korean people construct the overall image of Shanghai tourist destination through the following three paths: city cognition* accommodation cognition*tourism environment cognition, city cognition * tourism environment cognition * resident cognition, accommodation cognition * tourism environment cognition * resident cognition. The conclusion has certain theoretical guidance and practical significance to enhance the attractiveness of Shanghai and promote the development of inbound tourism.