游客感知形象是近些年来目的地旅游形象研究的重点。旅游目的地游客感知形象的形成过程是一个复杂的过程,受到了多方面因素的影响,交织了行为学、心理学、社会学、旅游学的各方面内容。本文在明晰旅游目的地游客感知形象概念的基础上,系统分析了游客感知形象形成过程的影响因素与阶段特征,进而基于相关研究假设构建了游客感知形象形成概念模型,并采用因子分析法与相关分析法对概念模型进行了实证检验,研究表明:(1)游客个体因素、旅游目的地情境因素、感知刺激因素是影响旅游目的地游客感知形象形成的主要影响因素;(2)旅游目的地游客感知形象包括认知形象和情感形象,游客认知形象支持要素包括旅游资源要素、旅游可达性要素、休闲娱乐要素以及旅游氛围要素;(3)南通市游客感知形象形成的影响因素与旅游目的地认知形象支持要素、情感形象支持要素之间具有显性相关性,验证了感知形象形成概念模型具有可行性。
Perceptive image of tourists is the focus of research of tourism destination image in recent years. Perceptive image formation is a complex process which is influenced by various factors and interweaves the aspects of the behavior, psychology, sociology and tourism. Firstly, this study presents a definition of perceptive image of tourism based on the domestic and international literatures. In addition, we study the influence of factors on perceptive image formation systematically and make the stage characters of formation clearly. And then we construct a conceptual model of perceptive image formation based on research hypotheses. The model is empirically tested by factor analysis and correlation analysis. The results are obtained as follows. (1) The main factors influencing the perceptive image formation are the individuals, situation of tourism destination and inducement. (2) Perceptive image of destination tourism contains cognitive image and emotional image; components of cognitive image include tourism resources, tourism accessibility, entertainment and tourism atmosphere. (3) Generally, factors of perceptive image formation of Nantong are positively related to the components of perceptive image and the results can verify the feasibility of the conceptual model.
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