基于旅游目的地形象感知的温泉旅游游客忠诚度影响实证研究--以辽宁省汤岗子温泉为例

摘要

Hot spring is an ongoing experience tourism and its economic, social and cultures effects have drawn attention from industrial practitioners and researchers. Academic researches of hot spring tourism, however, lacked intensive research on hot spring destination image. Meanwhile, destination image plays a significant role in tourists＇ intentions and decisions. Therefore, this paper constructed an theoretical model of the effect of image perceptions on tourists loyalty from a hot spring resort perspective as well as conducted an empirical study to justify the model. The author concluded that there was a correlation amongst fa- cilities and products image,hot spring resources image. Service image played a significant role in building up tourists＇ loyalty and others have minor impacts.%温泉旅游是近些年新兴的体验旅游方式。温泉旅游度假所产生的经济、社会、文化效应已经引起了业界和学术界的广泛关注。目前，温泉旅游理论研究层面缺乏对温泉度假地整体形象感知的深入研究，同时旅游目的地形象感知又影响着游客的旅游动机与旅游决策。基于此，本文结合温泉旅游特征，构建了温泉旅游形象感知影响因素对游客忠诚度影响的理论模型，并以辽宁省汤岗子温泉旅游地为例进行实证检验。结论指出：温泉旅游环境形象、温泉旅游资源形象与服务形象存在相关关系，前两者都是通过服务接触与服务过程形成感知形象的认知，服务形象对游客忠诚度的影响显著，其他维度影响一般。