品牌劫持:旅游目的地形象异化演进过程研究

到访旅游者网络口碑传播对目的地形象有着越来越重要的影响。因此,该研究基于旅游者权力理论,将旅游者视为与DMO一样的能动主体,对应DMO投射形象提出了旅游者投射形象的概念,进而将旅游者对目的地形象的认知过程从原有的单一个体模型拓展到时间阶段和影响主体更为完整的群体网络状模型。研究进一步通过比较到访旅游者和DMO传播对潜在旅游者引致形象形成过程的影响力,提出当旅游者投射形象比DMO投射形象被更多的旅游者所接受时,就会发生品牌劫持现象。文章结合普洛格(Plog)提出的目的地生命周期理论,分析了此种情况之下目的地形象异化的演进过程,并为目的地营销工作的改进提供了具体的建议。     

The influence of place attachment on the relationship between destination attractiveness and environmentally responsible behavior for island tourism in Penghu,Taiwan

This study examines the causal relationships between place attachment, destination attractiveness and environmentally responsible behavior (ERB), and the mediating effect of place attachment. Four hundred and thirteen tourists were surveyed who had visited the Penghu islands, Taiwan. Structural Equation Modeling was used to determine the relationships among the variables and the mediating effects. Results show that the emotions and feelings (place attachment), which tourists have for Penghu, are positively associated with stronger ERB; the extent of attractiveness of island tourism as perceived by tourists is also positively associated with stronger ERB. A higher level of tourists’ destination attractiveness in regard to island tourism is associated with stronger place attachment; place attachment was found to exert a significant effect in mediating the relationship between destination attractiveness and ERB. The study shows that when island tourists are attracted by and are attached to the destination, they are more likely to exhibit ERB. The study pioneers the integration of all three factors in a sustainable tourism behavior model designed for tourists who stay one night or more at a destination, and tests the hypotheses for the first time in an Asian destination. Management implications and recommendations for the sustainable development of Penghu islands tourism are provided.     

Exploring the discrepancies in perceived destination images from residents’ and tourists’ perspectives: a revised importance–performance analysis approach

A comprehensive and balanced understanding of both local residents’ and tourists’ perceived destination image (DI) is a pivotal step for successful tourism development. Using the revised importance–performance analysis approach, this study assesses the differences between residents’ and tourists’ perceived implicit importance and performance of DI attributes in the Liyu Lake Scenic Area in Hualien, Taiwan. A mixed methods approach was adopted. First, 30 pertinent image attributes were identified by interviewing local residents and tourists. These image attributes were subsequently used in a questionnaire survey. Results indicate that residents’ and tourists’ opinions were divided on environmental issues and purposes of visit. The most significant finding is that both the residents and tourists regarded the majority of the attributes as “possible overkill,” suggesting that destination management organization should reconsider the direction for future development and try to realize the “real needs” of the residents and tourists based on their motivations.     

旅游者对海岛人口活力的影响——以长海县为例

海岛人口外流现象严峻,导致海岛发展陷入低迷。对于旅游型海岛而言,随着海岛旅游蓬勃发展,旅游者涉入将为海岛增添活力。本文将旅游者滞留时间融入到目的地社会时间系统中,提出旅游人口数与目的地社会年龄的概念与公式。以长海县为例,采用2006—2018年统计数据与2019年调查问卷数据,定量分析旅游者对海岛人口活力的影响。结果表明：（1）旅游人口作为短期流动人口,对旅游目的地人口活力具有明显影响。不仅有助于扩大目的地人口规模,还会暂时改变目的地年龄结构。此外,旅游者登岛后海岛人口活力空间范围更大。（2）将旅游人口考虑在内的目的地社会年龄是旅游目的地人口活力的衡量指标,据此可定量研究旅游者对目的地人口活力的影响,为人口活力研究提出可度量的逻辑途径。（3）一方面,旅游者是海岛人口的实际构成部分,旅游者与海岛居民共同构成海岛人口活力。同时,岛外旅游者个体行为、价值观、生活方式等与当地岛民文化的碰撞过程中,增强海岛人口的精神活力;另一方面,旅游者通过消费活动产生的旅游收入为海岛建设做出贡献,吸引新的旅游者、年轻海岛居民、外来务工人员登岛,间接提升海岛人口活力。     

Destination Image,Novelty, Hedonics,Perceived Value,and Revisiting Behavioral Intention for Island Tourism

This paper examines tourists’ experience of island tourism and investigates the causal relationships between the destination image, novelty, hedonics, perceived value, and revisiting behavioral intention. A total of 355 respondents completed a survey conducted on Green Island (Lyudao in Chinese), Taiwan. Using structural equation modeling, the results of the analysis supported the proposed revisiting behavioral intention model as follows: (1) the destination image had a significant and positive influence on novelty, hedonics, and perceived value; (2) tourists’ perceptions of the novelty of island tourism had a significant and positive influence on hedonics, but the effect on perceived value was insignificant; (3) hedonics had a significant and positive effect on perceived value; and (4) perceived value had a significant and positive influence on revisiting behavioral intentions. The empirical results indicate that the destination image leads to a greater perception of novelty, promotes hedonics and perceived value, and fosters the revisiting behavioral intention in tourists. Managerial implications with regard to island tourism are drawn based on the research findings, and suggestions for future researchers are presented.     

Tourist experience quality and loyalty to an island destination: the moderating impact of destination image

This study aims to explore the relationships among tourist experience quality, perceived value, perceived price reasonableness, tourist satisfaction with tour experience, and loyalty to an island destination by considering the moderating effect of destination image. The survey was distributed in person at an international airport. The findings revealed that tourists’ involvement with tours is the core of perceived value and price reasonableness, which increases tourists’ satisfaction. Perceived value is a stronger mediator between involvement and satisfaction than perceived price reasonableness. The moderating effect of island image is also uncovered. The theoretical and practical implications are discussed based on the findings.     

旅游型海岛游客与居民时空间行为研究——以辽宁省长海县为例

旅游型海岛承担着生活和旅游的双重功能，明晰游客与居民的时空间行为特征，对海岛空间优化、基础设施配置等具有现实意义。辽宁省长海县是典型淡旺季分明的旅游型海岛，本研究基于实地调研和空间分析方法，分类刻画游客与居民活动行为模式及其活动-移动时空特征。结果表明：（1）受旅游淡旺季影响，海岛年内活动群体空间集聚区域明显分异，形成了旺季围绕景点、浴场等场所，淡季围绕家、村镇中心等场所的游客与居民时空间行为模式；（2）游客和居民活动行为的时空特征明显，游客出行频次更多，行为空间范围更广，大长山岛镇中心和广鹿岛镇中心是游客前往景点和浴场的集散地之一，也是居民日常活动的集散地，是游客和岛民行为空间重叠区域，也是海岛共享度最高的空间。（3）游客时空间行为受行为目的、偏好和活动组合影响，居民时空间行为主要受社会角色、个体社会经济属性影响，群体时空间行为影响因素存在显著差异。本研究可针对旅游型海岛的基础设施空间优化配置、海岛社会空间效率提升、海岛国土空间规划等方面提供参考依据。     

The impact of country and destination images on destination loyalty: a construal-level-theory perspective

This study examined the impact of a stereotypical image of a country and the image of a tourism destination on destination loyalty. In particular, this study compared these impacts between two groups of destinations – long- and short-haul international destinations – from the perspective of construal-level theory. Data were collected from 500 Taiwanese tourists in 2014 and analyzed through multiple steps, including MANOVA, ANOVA, CFA, and SEM with multi-group analysis. The results showed that both a widely held image of a country and a destination image are likely to affect tourists’ loyalty to a destination; however, country stereotyping plays a more important role than the destination image does in predicting the behavioral intention to visit a long-haul destination. Theoretical and practical implications for marketing of international destinations are provided.     

基于地方情感的旅游目的地选择模型建构研究

旅游目的地选择模型建构的研究多数以微观经济学、认知心理学与市场营销学等为基础理论,较少从个体与地方感情连结的视角探讨游客旅游目的地选择决策行为。文章以旅游目的地选择为研究主轴概念,结合地方情感概念中的旅游目的地意象和地方依恋,根据研究文献梳理结果、基础理论界定模型建构的路径变量与逻辑框架,进而提出基于地方情感的旅游目的地选择模型及模型过程步骤。文章建构模型表明,游客旅游目的地选择始于旅游目的地意象的形成,随着整体认知意象的深化,游客对旅游目的地将产生地方认同感,再通过选择决策行为选择意向的旅游目的地从事旅游活动,通过对旅游目的地旅游体验的功能满足产生依赖感,最终形成对旅游目的地的地方依恋感。研究成果对于旅游目的地选择具有交叉研究的创新价值,对于旅游目的地市场战略规划实践活动而言具有参照价值。     

Social media constraints and destination images: The potential of barrier-free internet access for foreign tourists in an internet-restricted destination

This study explores the effects of social media use constraints on destination image under the internet restrictions in China. The empirical results indicate that information search constraints have a significant effect on the affective image of destinations through emotional experience. Not allowing certain social media use has negative implications for tourists’ image of a destination through their emotional responses. Furthermore, there is a moderating effect of information search constraints on the relationships between emotion and affective image. The key findings appeal for policy breakthroughs on barrier-free internet access for foreign tourists in Hainan, China’s largest emerging free trade zone and one of its top tourist destinations. This has clear management implications for regions with internet restrictions.     

The Salient and Organic Images of Taiwan as Perceived by Mainland Chinese Tourists

This research investigates the salient and organic images of Taiwan as perceived by Mainland Chinese tourists. Using the method of free elicitation to ask respondents to describe freely their holistic, psychological and unique images of Taiwan, this research obtained abundant marketing information from 57 potential visitors and 59 actual visitors. The results show that Taiwan is perceived to be a beautiful island with attractive nature and culture. The results also reveal that cultural proximity makes Taiwan a sentimental destination for the Mainland Chinese. The above results provide evidence that free elicitation is an effective method of measuring destination image.     

A qualitative pilot study exploring tourists’ pre- and post-trip perceptions on the destination image of Macau

Destination image is never static but is constantly changing under influence from on-site and travel experiences. This qualitative pilot study uses reports gathered during in-depth individual interviews at both the pre- and post-trip stages of travel with 15 independent tourists who visited Macau to compare how destination image can be enhanced in the minds of tourists. The results indicate that tourists’ destination image of Macau became enriched post-trip, after participants encountered the city and its people. The findings suggest that a positive post-trip evaluation of a destination can motivate tourists to revisit the destination, thereby enhancing the destination image.     

Tourist Satisfaction and Destination Image of Vietnam's Ha Long Bay

Although considerable work has been done on destination image as a whole, far less research has investigated the differences in destination image assessments for domestic versus international visitors in developing countries. This study offers findings that illustrate the differences in perception of destination image, satisfaction attributes, and intention among domestic and international visitors to Ha Long Bay, a United Nations Educational Scientific and Cultural Organization World Heritage Site in Vietnam. The results of a survey on 650 tourists suggest that international visitors to the Ha Long Bay region have higher standards and are more critical in their evaluation of services than domestic visitors when judging this destination. Destination image is a common factor determining the level of satisfaction of both groups. Basic and augmented services were found to influence international visitors’ future intention toward the destination. This finding implies that the destination managers of Ha Long Bay need to improve current standard of augmented services to yield higher visitors’ propensity to recommend and return to the destination.     

Projected and Perceived Image of Spain as a Tourist Destination for British Travellers

Abstract

This paper discusses the concept of tourist destination image, and in particular the relationship between the perceived and projected image of Spain in the British market. The projected image was obtained through an analysis of the principal sources of secondary information on the promotion of Spain, while the perceived image was obtained from a study carried out among 120 British tourists. Evaluation of destination attributes and positioning of Spanish tourist areas provided useful results of the perceived image. Some differences were noted between the projected and the perceived image of Spain. The paper concludes by recommending a consumer-focused orientation in marketing strategies.     

The U.S. tourists’ perceptions of destination China over two transformative periods

This study conducted a textual analysis of The New York Times to examine the U.S. tourists’ perceived image of China as a destination by comparing the two periods of January 1980–May 1989 and January 2005–December 2015. The study found a drastic shift of the U.S. tourists’ affective image of China as a destination from being favorable and positive in the early period to being unfavorable and negative in the recent period. The affective image was characterized by the two domains of Exoticism and Sense of Superiority in the 1980s, as compared to the two domains of Ordinary and Negative National Image in the recent 10 years. Paradoxically, such a sentimental shift on the part of the U.S. tourists occurred while their perception of China’s destination attributes either did not change or grew more positive.     

遗产旅游地意象媒介传播机制——苏州园林与江南古镇的比较研究

旅游地意象既包括旅游者经实地体验形成的复合意象,也包括那些远离旅游地的潜在旅游者借助各类媒介信息所形成的引致意象.在新媒体时代,传媒在旅游地意象传播中所扮演的角色越来越重要,分析和研究旅游地意象媒介传播机制现已成为该领域前沿课题.为探索遗产旅游地意象媒介传播模式,文章结合苏州园林和江南古镇案例,采用焦点组访谈、内容分析、问卷调查等方法获取9365例样本的旅游目的地意象媒介传播数据,在质性分析基础上,通过在遗产旅游地意象属性因素与传播媒介因素之间建立结构方程模型,并根据系列研究假设验证结果,揭示出传统媒体与新媒体在遗产旅游地意象形成中的实际作用机制.结论认为,传统媒体与新媒体在文化遗产旅游地意象传播中存在功能互补,前者的优势在于遗产形态与形象推广,而后者的优势则在于遗产文化与意义诠释;借助传统媒体扣新媒体传播不同类型的遗产旅游地意象信息,能够在激发遗产旅游需求的同时,帮助公众更完整地理解遗产文化价值和精神内涵,从而在潜在旅游者中塑造更优良的遗产旅游地意象.在文化遗产旅游地意象传播中,传统媒体与新媒体的整合使用,代表着文化遗产旅游地意象传播的必然.     

How does self-construal shape tourists' image perceptions of paradox destinations? The mediating roles of cognitive flexibility and destination involvement

This study proposes the concept of the ‘paradox destination’ as a novel destination positioning strategy for destination marketers. A paradox destination strategy describes the situation where a destination delivers a brand identity with contradictory personalities. Four experiments were conducted to investigate the interactive effects of self-construal (independent vs. interdependent) and destination type (paradox vs. non-paradox) on the image perception of potential tourists. The results revealed that independent potential tourists have a more positive image perception of paradox destinations than do interdependent potential tourists. Moreover, independent potential tourists reported a more positive image perception of paradox destinations than they did for non-paradox destinations. The mediating effects of cognitive flexibility and destination involvement were also tested by this research. In addition to theoretical implications, this paper also provides practical marketing strategies for destination marketers.     

美国休闲游客对中国作为国际旅游目的地的评价:基于IPA方法

运用IPA分析法对美国休闲游客对中国作为国际旅游目的地的评价进行实证研究,并通过统计分析探讨了到访美国游客与未到访美国游客对中国绩效性评价方面的差异。研究结果明确了中国今后在继续保持、表现过度、毋须优先和改善重点方面应关注的要素,并提出了具体的应对措施。     

A proposed measurement scale for mixed-images destinations and its interrelationships with destination loyalty and travel experience

The purpose of this study is threefold; to develop a destination image scale for mixed-images destinations; to investigate its impact on destination loyalty between first-time and repeat tourists; and to explore the moderating role of tourist's travel experiences in the relationship between destination image and destination loyalty. Data were collected based on a quota sample from 400 international tourists in Egypt and were analyzed using exploratory factor analyses, confirmatory factor analysis, structural equation modeling, and multi-group analysis. The results show that the proposed destination image scale has good reliability, validity, and predictability. It also supports the argument that tourists' cognitive and affective evaluations of the destination have significant effects on destinations' overall image. Additionally, while all destination image components have a significant impact on destination loyalty, those effects are significantly higher for repeat tourists than for first-time tourists. Finally, the study highlighted many practical implications for tourism marketers.     

Determinants of Small Pacific Island Tourism: A Vanuatu Study

The research reported in this paper sought to identify the key determinants of small island tourism in the Pacific region. In order to investigate this research problem, 185 Australian tourists were surveyed as they returned from holidaying in Vanuatu. The sample included those who had visited outer islands such as Espiritu Santo as well as those who had not ventured beyond the main island. Findings indicated that the most important influences on the decision to visit the outer islands were the climate and the reputation as a holiday destination. When rating Vanuatu as a holiday, both those who went to an outer island and those who did not rated the three main reasons as friendliness, range of restaurants and quality of accommodation, whereas the principal reasons given for not visiting an outer island were: that the outer islands were too expensive to access; most tourists wanted a “stay put” holiday; and they did not have enough time on their holiday. From the findings of this research on the determinants of small Pacific island tourism, it is suggested that further research into the applicability of these determinants be conducted in other small island environments in other regions of the world.