游客情感、目的地形象与游客忠诚的关系研究

A Study on the Relationship among Tourist Emotion,Destination Image and Tourist Loyalty

基于情感事件理论的“情感—态度—行为”框架,构建游客情感、目的地形象与游客忠诚之间的结构方程模型,探究游客情感四维度(惊奇;愉悦;幸福;消极情感)对游客忠诚两维度(态度忠诚;行为忠诚)的影响机制。结果表明:(1)游客的惊奇和幸福情感显著正向影响目的地形象,消极情感显著负向影响目的地形象,而愉悦对目的地形象的影响不显著;(2)目的地形象显著正向影响游客态度忠诚和行为忠诚;(3)目的地形象在惊奇、幸福、消极情感与态度忠诚之间起到完全中介作用,在惊奇、幸福与行为忠诚之间也起到完全中介作用;(4)目的地形象在消极情感与行为忠诚之间起到部分中介作用。

Based on the “emotion-attitude-behavior” framework of affective events theory, the paper constructed a structural equation model of tourist emotion, destination image and tourist loyalty to explore the influencing mechanism of the four dimensions of tourist emotion(surprise, pleasure, happiness, and negative feelings) on the two dimensions of tourist loyalty(attitudinal loyalty and behavioral loyalty).The results demonstrate that:(1) tourists’ surprise and happiness affect the destination image positively and remarkably, while negative feelings play a negative role and pleasure a non-significant one;(2) destination image has a significant positive impact on tourists’ attitudinal loyalty and behavioral loyalty;(3) destination image plays a complete mediating role among surprise, happiness, negative feelings and attitudinal loyalty, and among surprise, happiness and behavioral loyalty as well;(4) destination image partially mediates between negative feelings and behavioral loyalty.