旅游形象感知行为模型研究——以重庆市民对上海旅游形象感知为例

潜在游客对目的地旅游形象的感知是旅游目的地选择行为的开始。根据前人的研究结果提出了以熟悉度做为前因变量，认知形象与情感形象为中介变量的旅游形象感知行为模型，并以重庆市民对上海旅游形象感知为例进行了实证研究。研究表明：在所构建的旅游形象感知行为模型中，对于旅游意向影响最大的因素是熟悉度，它通过4条路径对旅游意向产生间接和直接影响，其总影响达到了0．591；其次为认知形象和情感形象，它们对旅游意向的总影响效果分别为为0．546和0．378。

A Study of Tourism Image Perception Behavior Model --A Case Study of the Chongqing Residents and their Perception of Shanghai Tourism Image

Tourism destination image has been considered as a critical concept in examining tourists＇ perceptions and behaviors. This paper constructs the model of tourism image perception and finds the relationships of familiarity,cognitive image, affective image and tourism intention through structural equation modeling . The major findings are summarized as follows ： familiarity is the greatest impact factor of tourism intention,with it have direct and indirect impact through the four paths, the total effect reached 0. 591; This is followed by cognitive image and emotional image,the impact effects of tourism intention are respectively 0. 546 and 0. 378.