石家庄学院学报
石傢莊學院學報
석가장학원학보
Journal of Shijiazhuang University
2010年
6期
59~63
,共null页
意象感知 游后行为 九华山
意象感知 遊後行為 九華山
의상감지 유후행위 구화산
image perception; behavior intention; Jiuhua Mountain
旅游地意象研究,有助于了解游客的旅游态度与未来行为,并可据此发展行销策略,是管理者经营决策的重要依据.笔者结合九华山宗教旅游地进行实证研究,结果显示,旅游者对九华山的意象感知较高,且产品意象对游客满意度和游后行为有较大影响.
旅遊地意象研究,有助于瞭解遊客的旅遊態度與未來行為,併可據此髮展行銷策略,是管理者經營決策的重要依據.筆者結閤九華山宗教旅遊地進行實證研究,結果顯示,旅遊者對九華山的意象感知較高,且產品意象對遊客滿意度和遊後行為有較大影響.
여유지의상연구,유조우료해유객적여유태도여미래행위,병가거차발전행소책략,시관리자경영결책적중요의거.필자결합구화산종교여유지진행실증연구,결과현시,여유자대구화산적의상감지교고,차산품의상대유객만의도화유후행위유교대영향.
The research on destination image will help us to understand the attitude of tourists and their future behavior.Then destination managers can make marketing strategies according to it.This paper makes an analysis of Jiuhua Mountain from the religious perspective.Results show that tourists have a high image perception on Jiuhua Mountain.And production image has a greater impact on tourists’satisfaction and behavior intention.
