CAJ | 학술논문

旅游目的地意象一经形成并非一成不变,会随着时间的推移以及因受到各种因素的影响而发生改变。5.12地震这一重大突发事件对四川九寨沟风景区旅游者感知意象的影响如何？对比分析2008年5月（汶川地震前）和2009年5月的旅游者感知意象,发现认知意象虽略有下降,但由于地震对九寨沟风景区没有造成实质破坏,而且已经经过了一年的恢复,变化不是很明显;但受情感意象的影响,旅游者的忠诚度有明显提升;另外,旅游者对九寨沟风景区旅游安全、社会治安的认知有明显下降。结构方程均值模型的运用解决了传统研究方法不能直接进行潜在结构变量之间比较的问题,开拓了旅游目的地意象感知研究方法的新视角,同时也深化了结构方程模型在旅游研究中的应用。
여유목적지의상일경형성병비일성불변,회수착시간적추이이급인수도각충인소적영향이발생개변。5.12지진저일중대돌발사건대사천구채구풍경구여유자감지의상적영향여하？대비분석2008년5월（문천지진전）화2009년5월적여유자감지의상,발현인지의상수략유하강,단유우지진대구채구풍경구몰유조성실질파배,이차이경경과료일년적회복,변화불시흔명현;단수정감의상적영향,여유자적충성도유명현제승;령외,여유자대구채구풍경구여유안전、사회치안적인지유명현하강。결구방정균치모형적운용해결료전통연구방법불능직접진행잠재결구변량지간비교적문제,개탁료여유목적지의상감지연구방법적신시각,동시야심화료결구방정모형재여유연구중적응용。
This paper takes a case study of Jiuzhaigou National Park to analysis the change of images of nature-based tourism destination.Data collected in April 27-May 2,2008（just before the 5.12 Wenchuan earthquake） and May 5-May 9,2009（a year after the earthquake） is compared and analyzed with structural equation model,which provides a new perspective to compare the latent variable.Results show that cognitive image has no significant change for actual tourists,because earthquake did not cause substantial and great damage to Jiuzhaigou and it is already after a year of recovery.However,tourist loyalty shows a marked increase mainly due to the impact of emotion.Additionally,tourists＇perception on tourism security and social order is declining,leading to lower cognition in nightlife and entertainment.Hoping this study could be an assistant to management,planning and marketing of tourism destination,especially being a reference to reduce economic,political,natural and other impact and help its recovery.