旅游涉入度、目的地形象与重游意愿:一个被调节的中介作用模型

Tourism involvement, destination image and willingness to revisit:a moderated intermediary role model

为探究目的地形象和游客满意度在旅游涉入度与重游意愿间的影响,该研究以新疆入境旅游者为研究对象,从实证角度应用结构方程模型,将目的地形象与游客满意度作为中介变量,旅游体验作为调节变量,研究了旅游涉入度与重游意愿之间的相互作用机理.结果表明:1)旅游涉入度对目的地形象、游客满意度存在积极影响,而旅游涉入度与重游意愿之间并无直接关系;2)目的地形象与游客满意度在旅游涉入度与重游意愿之间具有完全中介作用;3)旅游体验在旅游涉入度与游客满意度、重游意愿之间具有调节作用.基于上述结果,提出相关建议,以便为新疆旅游目的地管理提供理论依据和决策参考.

In order to explore the influence of destination image and tourist satisfaction on tourism involvement and revisit intention,Xinjiang inbound tourists are taken as the research object.The structural equation model is applied from the empirical angle,takeing destination image and tourist satisfaction as the intermediary variable,and tourism experience as the moderating variable.The interaction mechanism between tourism involvement and revisit intention is studed.The results are shown as follows.1)Tourism involvement has a positive impact on destination image and tourists satisfaction,but there is no direct relationship between tourism involvement and revisit intention.2)Destination image and tourists satisfaction have a full mediating effect between tourism involvement and revisit intention.3)Tourism experience has a moderating effect between tourism involvement and tourists satisfaction and revisit intention.Based on this,relevant suggestions are put forward in order to provide theoretical basis and decision-making reference for Xinjiang tourism destination management.