目的地形象和感知质量对游客未来行为意图的影响研究

本文采用因子分析和结构方程模式方法，以杭州国际游客为抽样总体，对“目的地形象→游客感知质量→游客满意度→游客未来行为意图”的影响路径进行检验，得出与以往研究并不完全一致的结论：目的地形象对游客感知质量有直接影响，并通过游客感知质量对游客满意度及未来行为意图产生间接影响，游客满意度则对游客未来行为意图没有直接或间接的影响。以上研究结论体现出中国旅游情境下形象理论变异性，也对杭州国际旅游市场营销具有明确的指导意义。

Influence of Destination Image and Perceived Quality on Future Behavioral Intention of Tourist: A Case of Hangzhou

By means of factor analysis and structural equation modeling,this paper takes international tourists of Hangzhou as the convenience sample to test the efficacy of the path paradigm of 'destination image → perceived quality → satisfaction → behavioral intention' proposed by previous researches.The results show that,destination image does have a direct positive influence on perceived quality and an indirect influence on tourist satisfaction and future behavioral intentions through perceived quality.Regarding the indirect effect of destination image and no effect of satisfaction on behavioral intentions,the results are quite different from previous researches.Moreover,this paper suggests that more dimensions for operationalizing and measuring the perceived quality and satisfaction should be developed in further research.