旅游企业社会责任对目的地形象及游客忠诚的影响研究

在旅游市场竞争日趋激烈的背景下,由旅游企业经营所引发的社会责任问题受到广泛关注,但学界关于旅游企业社会责任的影响研究还不够系统和深入.文章将旅游企业社会责任划分为6个方面,将目的地形象划分为认知形象和情感形象两个方面,并构建了旅游企业社会责任对目的地形象及游客忠诚的影响模型.实证研究表明,旅游企业社会责任在目的地形象及游客忠诚形成中发挥非常重要的作用,其中,经济责任、环境责任、游客责任、员工责任和法律责任对认知形象有正向影响,游客责任、员工责任和慈善责任对情感形象有正向影响；认知形象和情感形象不仅对游客忠诚产生直接影响,而且通过游客满意对游客忠诚产生间接作用.相比认知形象,情感形象对游客满意和忠诚的影响作用更大.

A Study on the Effects of Social Responsibility of Tourism Enterprises on Destination Image and Tourist Loyalty

With the increasingly fierce competition in tourist market,much attention has been paid to the social responsibility of tourism enterprises.As a comprehensive industry,tourism industry should undertake adequate social responsibility in order to ensure the sustainable development of tourism destinations.Tourism enterprises exist in the first line of tourism market and are closely related with tourists.Tourism enterprises undertake social responsibility and focus on the interests of the stakeholders,which help to promote the establishment of good destination image,to improve the overall competitiveness of destinations,and to promote the prosperity of tourism market.Furthermore,undertaking social responsibility of tourism enterprises can build social credibility and good social image,improve the relationship between tourism enterprises and their stakeholders,establish positive emotions,and influence the behavioral intention of tourists to a destination,so as to create the sound environment in the healthy development of tourism enterprises. However,academic research on the effects of social responsibility of tourism enterprise is not systematic and in-depth.According to the information asymmetry theory,tourists are difficult to comprehensively understand the situation of tourism enterprises to undertake social responsibility.Therefore,the relationship between social responsibility of tourism enterprises and tourists’ loyalty is influenced by some intermediate power.Existing research shows that destination image is antecedents of destination decision-making,destination perceived quality,satisfaction,revisit intention and recommendation intention,and it is also the key factor of destination marketing,and can stimulate or hinder consumer decision-making behavior of tourists.In tourism field,tourists’ evaluations about tourism enterprises and tourism products are closely related with destination image,and affect tourists’ satisfaction and loyalty to tourism experience through the perception and assessment of destination image.Hence,this paper considers destination image as an important intermediate variable between social responsibility of tourism enterprises and tourists’ loyalty,and empirically tests the corresponding research model through structural equation modeling,in order to provide enlightenment and reference for tourism destination management practice. Specificly,this paper divides social responsibility of tourism enterprises into six aspects,including economical responsibility,environmental responsibility,tourist responsibility,employee responsibility,legal responsibility,charitable responsibility,and divides destination image into two aspects,including cognitive image and affective image,and builds a model that reflects the effects of social responsibility of tourism enterprises on destination image and tourist loyalty.The empirical results show that social responsibility of tourism enterprises plays an important role in the formation of destination image and tourist loyalty.Therein,economical responsibility,environmental responsibility,tourist responsibility,employee responsibility and legal responsibility positively impact cognitive image,and tourist responsibility,employee responsibility and charitable responsibility positively impact affective image.Cognitive image and affective image not only directly impact tourist loyalty,but also indirectly impact tourist loyalty through tourist satisfaction.However,affective image has more positive impact on tourist satisfaction and tourist loyalty than cognitive image. In addition,in order to clarify the degree of importance of social responsibility of tourism enterprises in all influencing factors of destination image and tourist loyalty,this research also discusses the weight of tourism enterprise social responsibility in all influencing factors.The analysis results based on the expert scoring and the method of AHP show that tourism enterprise social responsibility plays a very important role in the formation of destination image and tourist loyalty.