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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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

Received: 16 August 2019

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F592.7

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	HUANG Qian
	XIE Chao-wu
	CHEN Yan-ying

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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[J]. HUMAN GEOGRAPHY, 2020, 35(3): 140-150.

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

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