构建城市旅游形象理论模型。以徐州为例,在利用SPSS15.0软件对数据进行了信度检验的基础上,通过LISREL8.70软件对模型检验结果表明,结构模型中各结构变量之间的路径与假定基本符合,模型的整体拟合性能良好;旅游服务认知对目的地满意度评价的作用大于旅游资源,说明影响徐州旅游形象的因素是综合导向型的,而非资源主导型;城市特征和居民素质对旅游服务认知、满意度和忠诚度三者均有效应,而城市竞争力和居民竞争力仅对旅游服务认知产生影响;影响满意度的因素有旅游服务认知、旅游资源认知、城市特征和城市居民素质;忠诚度除了受满意度的影响外,还与城市特征和城市居民素质有关联。

The attitude theory offers a convergence platform for city image and city tourism image. A structural equation model of city tourism image is built in the context of city image. However, the study of city tourism image is rare. It is a structural equation model with casual relationships, which is made up of 8 latent variables and 28 observed variables. 8 latent variables are tourism attractions perceptive, tourism service perceptive, satisfaction, loyalty, people character of urban, people competencies, urban competencies and urban character. The first four latent variables are based on traditional tourism image portion, and the last four latent variables are based on urban image. Based on the analysis of skewness, kurtosisi and Cronbach Alpha reliability of data, applying the software SPSS15.0 and LISREL8.70, taking Xuzhou as an example, the paper analyzes the confirmatory factor and path coefficient of the structural equation model. The result shows that, first, the path coefficients between the latent variables are basically consistent with the assumption, and the whole SEM fits well. Second, tourism resources cognition and tourism service cognition affect tourism destination evaluation directly and affect tourism intentions indirectly. This is consistent with the traditional research. Third, the effect of tourism service cognition to satisfaction evaluation is greater than tourism resources cognition. It means that the factors of influencing tourism image of Xuzhou are comprehensive-oriented ones, but not resource-dominant ones. Fourth, city character and people character affect tourism service cognition, satisfaction and loyalty, but city competence and people competence just affect tourism service cognition. Fifth, the influencing factors of satisfaction include tourism service cognition, tourism resources cognition, urban character and people character of urban. Finally, the influencing factors of loyalty include urban character and people character of urban besides satisfaction.