摘要
文章综合影视旅游和旅游目的地形象两个研究领域,采用结构方程建模方法把影视剧对潜在游客目的地形象感知和旅游意向的影响纳入一个整体性框架之中,深入分析潜在游客目的地形象形成过程以及影视剧对潜在游客旅游意向的影响机制。研究发现:①目的地形象的认知维度显著影响情感维度,两者共同决定了目的地整体形象,但情感形象对整体形象的影响要大于认知形象对整体形象的影响;②影视剧不仅能显著影响目的地认知形象,还能显著影响情感形象,但对认知形象的影响要大于对情感形象的影响;③潜在游客目的地整体形象感知显著影响他们的旅游意向,影视剧对潜在游客旅游意向的影响被目的地形象完全中介。
We constructed and tested a theoretical model that integrates the effects of movies and TV dramas on tourists＇ perceived destination image and intention to visit, and how tourists process the destination image. To analyze the impact of viewing movies and/or TV dramas on tourists＇ intention to visit the places depicted, we compared two nested models： a partially mediated model that tests both direct and indirect effects of viewing movies and/or TV dramas on tourists＇ intention to visit, and a fully mediated model that only tests the indirect effect. Data from these models were analyzed using structural equation model. Self-administered questionnaires based on Repubic of Korea as a tourist destination were distributed to 500 students in Hefei City universities in April 2011. A total of 463 questionnaires were returned and 390 were used after filtering unusable ones （ i. e. those with missing answers）, certain combination of ＂Yes/No＂ answers and those with ＂Yes＂ answer for the first filtering question and/or ＂No＂ answer for the second one. The data were analyzed using SPSS 18.0 and AMOS 18.0 software packages. First, a principal component factor analysis with varimax rotation was used to extract underlying dimensions of the cognitive image of South Korea as a tourist destination. Four common factors with eigenvalues higher than 1 were extracted. Second, we conducted structural equation model analysis to test our hypotheses and to compare the two nested models. The goodness-of-fit indices indicated that the fully mediated model is better than the partially mediated model. We came to the following conclusions. 1） In the destination image construct, the effect of affective image on the overall image was larger than that of cognitive image. The two components resulted in 87.8% variance of the overall image. 2） The effect of viewing movies and/or TV dramas on the cognitive image was larger than that on the affective image. This is because movies and/or TV dramas are greater information sources and are part of popular culture. They not only send messages about the places they depict, but also allow viewers to experience other cultures, locations and lifestyles. Consequently, they influence people＇ s attitudes on a variety of levels. 3） The overall destination image perceived by potential tourists significantly influenced their intention to visit that destination. The comparative analysis results of the two nested models indicate that the impact of viewing movies and/or TV dramas on tourists＇ intention to visit is completely mediated by their perceived destination image. Our results have theoretical and practical implications. From a theoretical point of view, we have expanded the existing knowledge of screen-induced tourism by providing insights into the effect of movies and/or TV dramas on tourists＇ potential behaviors. From a marketing standpoint, we surmise that as tourism officers do not have control over how a place is portrayed in the movies and/or TV dramas, they need to constantly adjust destination image management strategies to maitainlenhance positive images and to change negative images depicted in the movies and /or TV drams.The implications for promoting destinations via film tourism and further research topics are proposed.
出处
《旅游学刊》
CSSCI
2013年第9期61-72,共12页
Tourism Tribune
基金
合肥学院人才科研基金(12RC14)资助~~
关键词
影视剧
认知形象
情感形象
整体形象
旅游意向
movies and TV dramas
cognitive image
affective image
overall image
intention to visit
作者简介
刘力（1975-），男，安徽萧县人，博士，副教授，研究方向为旅游者行为和旅游企业管理，E—mail：liulil224@126．com。
