客源地—目的地关系质量对游客多分类旅游意愿的影响机制研究——以大陆赴台湾潜在客源市场为例

doi:10.13959/j.issn.1003-2398.2020.03.016

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摘要客源地—目的地关系和游客的旅游决策是旅游营销研究中的重要议题。本研究基于联想网络理论，构建了关系质量、多分类旅游意愿、游客风险倾向等变量之间的融合影响机制，以大陆赴台湾潜在客源市场为例，依托问卷调查数据，采用结构方程模型进行建模和检验。研究表明：①消极化的客源地—目的地关系质量通过直接效应和旅游形象的中介作用负向影响游客对目的地的旅游意愿（赴台旅游意愿）；②消极化的关系质量负向影响游客的基础旅游意愿（出境旅游意愿），并强化了替代旅游意愿（非台湾旅游意愿）的替代作用；③低风险倾向游客的多分类旅游意愿受消极化关系质量的负向影响更强。本研究拓展了联想网络理论的应用领域，揭示了客源地—目的地关系质量对多分类意愿的影响机制。

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	黄倩
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关键词 ：关系质量, 多分类旅游意愿, 联想网络理论, 游客风险倾向类型

Abstract：The relationship between source-destination relatioship and tourist decision-making is important issue in tourism marketing research. Based on the associative network theory, this study constructs the fusion influence mechanism including the variables such as negative relationship quality, multiple travel intention, type of tourists' risk propensity. In this study, the potential tourist source market from mainland China to Taiwan was taken as an example and the structural equation model was used to test conceptual model based on the questionnaire survey data. The results show that: 1) Negative source-destination relationship quality not only has a direct negative impact on the travel intention (travel intention to Taiwan), but also negatively affects travel intention through the mediating effect of destination image. 2) Negative impact of negative relationship quality will be spread to basic travel intention (intention to travel abroad). 3) The moderating effect of different risk propensity groups was tested by structural equation multi-group analysis.

Key words： source- destination relationship quality multiple travel intention associative network theory types of tourists' risk propensity

收稿日期: 2019-08-16

PACS:

F592.7

基金资助:国家自然科学基金项目（41971182）；教育部人文社会科学规划基金项目（19YJAZH097）；华侨大学研究生科研创新基金资助项目

通讯作者: 谢朝武(1975-),男,湖南武冈人,教授,博导,主要研究方向为旅游安全、旅游服务和智慧旅游。E-mail:xiecwu@126.com。 E-mail: xiecwu@126.com

作者简介: 黄倩(1992-),女,福建南平人,博士研究生,主要研究方向为旅游安全和旅游服务。E-mail:15559126251@163.com。

引用本文:

黄倩, 谢朝武, 陈岩英. 客源地—目的地关系质量对游客多分类旅游意愿的影响机制研究——以大陆赴台湾潜在客源市场为例[J]. 人文地理, 2020, 35(3): 140-150. HUANG Qian, XIE Chao-wu, CHEN Yan-ying. INFLUENCE MECHANISM OF THE RELATIONSHIP QUALITY BETWEEN SOURCE AND DESTINATION ON MUTIPLE TRAVEL INTENTION: TAKE THE POTENTIAL MARKET OF TOURISTS FROM MAINLAND TO TAIWAN AS AN EXAMPLE. HUMAN GEOGRAPHY, 2020, 35(3): 140-150.

链接本文:

http://rwdl.xisu.edu.cn/CN/10.13959/j.issn.1003-2398.2020.03.016 或 http://rwdl.xisu.edu.cn/CN/Y2020/V35/I3/140

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