CAJ | 학술논문

旅游者行为是行为地理学研究的重要内容.旅游者在旅游目的地的体验评价是旅游者对旅游目的地的一种认知评估,这种认知评估是旅游者认知在理性和情感层面的唤醒,其结果直接影响旅游者的行为意图.通过构建旅游者认知和旅游者感知价值、旅游者行为意图的结构方程(SEM).以西安入境旅游者为实例研究发现:①旅游者个体认知行为和感知价值及旅游者行为意图呈正相关关系,当个体认知评价水平增加时个体感知价值也对应增加,这种正相关关系使感知价值和行为意图也呈现正相关关系,即个体感知价值水平越高个体行为意图越强烈;②旅游者对旅游服务的感知价值、旅游设施的感知价值和旅游吸引力的感知价值是主导旅游者行为意图的主要因素;③该研究结果不仅在技术层面上证明了旅游者认知和旅游者感知价值、旅游者行为意图的关系,在理论和方法创新上也弥补了发生学中个体认知和其它行为变量之间关系研究的空缺,即个体认知评价和个体行为意图之间为正相关关系,这也支持了体验观点中"认知-感动-行为"的研究范例.研究结果说明了旅游者个体认知研究可以很好的预测旅游者行为意图,这对旅游目的地形象等研究有着重要的理论和实践意义.
여유자행위시행위지이학연구적중요내용.여유자재여유목적지적체험평개시여유자대여유목적지적일충인지평고,저충인지평고시여유자인지재이성화정감층면적환성,기결과직접영향여유자적행위의도.통과구건여유자인지화여유자감지개치、여유자행위의도적결구방정(SEM).이서안입경여유자위실례연구발현:①여유자개체인지행위화감지개치급여유자행위의도정정상관관계,당개체인지평개수평증가시개체감지개치야대응증가,저충정상관관계사감지개치화행위의도야정현정상관관계,즉개체감지개치수평월고개체행위의도월강렬;②여유자대여유복무적감지개치、여유설시적감지개치화여유흡인력적감지개치시주도여유자행위의도적주요인소;③해연구결과불부재기술층면상증명료여유자인지화여유자감지개치、여유자행위의도적관계,재이론화방법창신상야미보료발생학중개체인지화기타행위변량지간관계연구적공결,즉개체인지평개화개체행위의도지간위정상관관계,저야지지료체험관점중"인지-감동-행위"적연구범례.연구결과설명료여유자개체인지연구가이흔호적예측여유자행위의도,저대여유목적지형상등연구유착중요적이론화실천의의.
Tourists' behavior is an important content in the research of behavior geography.Tourists' experience quality assessment is a sort of cognition evaluation to the destination,and it is the conscious awareness of tourists' cognition in both rational and emotional aspects,which has a direct impact on tourists' behavior intention.By building the SEM among tourists'cognition,perceived value and behavior intention,taking the overseas tourists in Xi'an city as an example,this paper concludes that,first,individual tourists' cognitive behavior has a positive correlation with the perceived value and behavior intention.When individual cognitive assessment rises,the individual perceived value correspondingly increases,and this positive correlation results in the same correlation between perceived value and behavior intention,that is to say,the higher the level of individual perceived value,the stronger the behavior intention.Second,tourists' perceived value on tourism facilities,tourism consumption and tourism attraction are the key elements which dominate tourists' behavior.Third,the paper not only proves the correlation among tourists' cognition,perceived value and tourists' behavior intention in technique level,but also fills a gap in the theoretical and methodological study of the relation between individual cognition and other behavior variables with the generative theory.Obviously it is indicated that individual perceptive assessment level and individual behavior intention have positive correlation,which supports the example of "cognition-impacting-behavior" in experience points as well.The result shows that individual cognition research can predict tourists' behavior intention properly,which has significant theoretical and practical significance to the research of destination image and other areas.