认同显著性在游客对目的地形象口碑传播机制中的作用--基于认知－情感双重视角的解释

摘要

本研究基于认知－情感双重视角构建旅游目的地形象对游客口碑传播的影响模型，解释认同显著性在游客口碑传播中的中介作用。实证结果表明：目的地形象包括情感形象、环境氛围和可融入性三个维度，游客满意度受情感形象和环境氛围（情感上）以及可融入性（认知上）的正向影响；认同显著性在情感上仅受情感形象的正向影响，在认知上受可融入性的正向影响，认同显著性在情感形象和可融入性对满意度与口碑传播的影响中起着重要的中介作用。本研究从认知与情感的双重视角下扩展了游客对目的地形象口碑传播机制的相关理论。%Based on the cognitive-affective dual perspective, this study constructed the conceptual model to investigate how tourism destination image affects tourists′word-of-mouth, and discussed the mediating role of identity salience between tourism destination image and word-of-mouth.The empirical results indicated that the tourism destination im-age includes affective image, physical atmosphere and accessibility;identity salience is positively affected by accessibili-ty with the cognitive viewpoint, and is positively affected by the affective image with affective viewpoint, tourists′satis-faction is also positively affected by accessibility with the cognitive viewpoint, and is positively affected by both affective image and physical environment with the affective viewpoint;identity salience mediates the relation between affective im-age and accessibility and satisfaction and word-of-mouth.With the cognitive-affective dual perspective, this study expanded the theoretical mechanism of tourism destination image affecting word-of-mouth.