饮食消费价值感知与美食形象对访澳游客行为意向的影响--结合饮食消费者人格特征的分析

Influence of food consumption value perception and food image on behavioral intention of tourists visiting Macao:analysis incorporating consumers’food-related personality traits

美食形象是旅游目的地形象的重要组成部分,准确把握美食形象的影响因素,是有效提升和完善目的地形象的基础。基于旅游形象理论,以“美食之都”澳门作为案例地,采用结构方程模型探讨游客的饮食消费价值感知、美食形象(认知形象、情感形象两个维度)以及行为意向之间的相互关系。运用分层回归分析方法检验游客的饮食人格特征(食物恐新症、食物嗜新癖)的调节作用。研究结果表明,访澳游客的饮食消费价值感知对于澳门美食形象中的认知形象、情感形象维度以及游客的行为意向均有显著正向影响,认知形象和情感形象对于游客的行为意向均有显著正向影响。具有食物嗜新癖的人格特征对于饮食消费价值感知与美食认知形象及情感形象之间有显著正向调节作用,而具有食物恐新症的人格特征对于饮食消费价值感知和美食认知形象及情感形象之间无显著调节作用。本研究结果可用于促进澳门美食旅游的开拓和发展,为旅游目的地的形象宣传与餐饮经营提供有益借鉴。

Food image is an important part of tourist destination image.Accurately grasping the influencing factors of food image is the basis for effectively enhancing and perfecting destination image.Based on the tourism image theory,taking Macao,the“City of Gastronomy”as a case,the structural equation model is used to explore the relationship between tourists’perception of food consumption value,food image(cognitive image and emotional image)and behavioral intentions.Hierarchical regression analysis is used to examine the moderating effects of tourists’dietary personality traits(food neophobia,food neophilia).The results show that the perception of food consumption value of tourists visiting Macao has a significant positive impact on the cognitive image,emotional image dimension and tourists’behavioral intention in the food image of Macao.The personality characteristics with food neophilia has a significant positive moderating effect on food consumption value perception,food cognitive image and emotional image,while that with food neophobia personality characteristics does not.