旅游目的地形象对游客忠诚的影响研究——基于游客满意-地方依恋链式中介

The Impact of Tourist Destination Image on Tourist Loyalty:Under the Chain Mediation of Tourist Satisfaction and Place Attachment

借鉴营销领域产品三层次概念划分旅游目的地形象维度,基于态度ABC理论“认知—情感—行为”,将以自然、人文为主要旅游资源的两个旅游目的地作为调研对象,揭示旅游目的地形象对游客未来行为意向的复杂影响机制。结果显示,旅游目的地三个形象维度旅游景观类、旅游设施类、旅游环境类形象皆正向影响游客忠诚,但这种影响不是直接的,游客满意度和地方依恋在中间起到部分中介作用。另外,游客满意和地方依恋之间构成有序的链式中介效应,且在不同形象维度间作用效果存在差异。研究结论为旅游目的地经营管理者在旅游目的地形象塑造、提升等营销传播方面提供新思路,有助于提升旅游目的地竞争优势。

Drawing on the concept of the three levels of product in the marketing field to categorize the dimensions of destination image,and based on the Attitude ABC theory of"Cognition—Affect—Behavior",this study takes two tourist destinations,primarily known for their natural and cultural resources,as research subjects to unveil the complex mechanism of destination image's impact on tourists'future behavioral intentions.The survey results indicate that the three dimensions of destination image—touristic landscape,facilities,and environment—positively influence tourist loyalty.However,this impact is not direct;tourist satisfaction and place attachment play partial mediating roles.Additionally,there is a sequential chain mediation effect between tourist satisfaction and place attachment,with varying effects across different image dimensions.These findings provide novel insights for destination managers in shaping and enhancing destination image through marketing communication,contributing to the competitive advantage of the tourist destinations.