CAJ | 학술논문

世界遗产地形象对区域旅游发展具有不可替代的重要作用，游客对于遗产地形象的认知、对于游览遗产地的满意程度，将有助于提高遗产地的知名度、美誉度，培养旅游者对遗产地的忠诚度。本文以中国安徽宏村为研究对象，采用国外三维耦合结构的形象测量模型，分别建立由“功能型”、“混合型”和“心理型”构成的旅游者对目的地形象感知，通过抽样数据验证了量表的信度和效度，并运用多因素回归方程验证了旅游者对目的地形象感知对于重游决策意向的影响，旨在提出世界遗产地开发建设和保护的相应政策建议。
세계유산지형상대구역여유발전구유불가체대적중요작용，유객대우유산지형상적인지、대우유람유산지적만의정도，장유조우제고유산지적지명도、미예도，배양여유자대유산지적충성도。본문이중국안휘굉촌위연구대상，채용국외삼유우합결구적형상측량모형，분별건립유“공능형”、“혼합형”화“심리형”구성적여유자대목적지형상감지，통과추양수거험증료량표적신도화효도，병운용다인소회귀방정험증료여유자대목적지형상감지대우중유결책의향적영향，지재제출세계유산지개발건설화보호적상응정책건의。
The perceived image of World heritage sites is irreplaceably important for regional tourism development .Visi-tor′s awareness to the image of heritage and satisfaction will help to improve heritage sits ′visibility and reputation and bring up tourist′s loyalty to heritage sites.This paper analyses the cognitive component of the image of a destination which is one of the Chinese World heritages Hongcun based on functional -psychological continuum.By verifying the re-liability and validity of the scale by sampling data , the paper verifies the influence of the tourists′perceived intentions on revisit decisions using multivariate regression equation aiming at putting forwards the corresponding strategy of developing and protecting the world heritage .