CAJ | 학술논문

文章构建了旅游动机、目的地形象和旅游者期望关系的概念模型,以大陆居民赴香港旅游者为研究对象,采用结构方程模型（SEM）验证旅游动机、目的地形象与旅游者期望之间的关系。研究结果表明：（1）目的地的认知形象显著影响情感形象;（2）旅游动机直接正向影响目的地的认知形象和旅游者期望,并通过目的地的认知形象对旅游者期望产生间接影响;（3）目的地的认知形象直接正向影响目的地的情感形象和旅游者期望,并通过目的地的情感形象对旅游者期望产生间接影响。
문장구건료여유동궤、목적지형상화여유자기망관계적개념모형,이대륙거민부향항여유자위연구대상,채용결구방정모형（SEM）험증여유동궤、목적지형상여여유자기망지간적관계。연구결과표명：（1）목적지적인지형상현저영향정감형상;（2）여유동궤직접정향영향목적지적인지형상화여유자기망,병통과목적지적인지형상대여유자기망산생간접영향;（3）목적지적인지형상직접정향영향목적지적정감형상화여유자기망,병통과목적지적정감형상대여유자기망산생간접영향。
During the consumption process, namely the route from pre-purchase to post-purchase considerations, consumers evaluate products and services based on their expectations for them. Expectation has been viewed as benchmarks consumers use to determine satisfaction or appraise performance of products and services. Expectancy theory suggests that a travel experience that meets or exceeds tourists＇ expectations will be remembered positively. Expectations determine performance perceptions of products and services as well as perceptions of experiences. Therefore, understanding tourist expectation when they make travel decisions is fundamental to effective destination management and marketing because evaluation of an experience is framed within a tourist＇ s preconceived notions. Recently, tourist expectation has drawn academic attention in studies of travel agencies, accommodation, destination and heritage site. Previous studies were directed at examining the consequences of expectations through satisfaction and quality perceptions, but major predictors determining tourist expectation have not received significant attention so far in the tourism literature. Travel motivation and destination image are the key factors influencing tourist expectation and play important role in tourist expectation formation. Although a review of tourism literature reveals an abundance of studies on travel motivation, destination image and tourist expectation, attention to the relationship among travel motivation, destination image and tourist expectation has been limited to few studies. The data used in this study were collected through aself-administrated survey, targeting Chinese outbound tourists who participated in a group packaged tour to Hongkong. The questionnaires were distributed by experienced tour guides on the tourists＇ return trip from Hongkong back to mainland China. Data were analyzed using SPSS 17.0 and AMOS 17.0 statistical packages. Exploratory factor analysis （EFA） first was performed to identify the underlying dimensions of cognitive image and travel motivation. Next, confirmatory factor analysis （CFA） was used to investigate whether the constructs could form a tenable measurement model for the construct, with modifications and adjustments when necessary. This was followed by the SEM path model to test the conceptual model that examined the causal relationships among the constructs in the proposed model. The questionnaire survey was performed between July and September 2012. A total number of 1,000 questionnaires were distributed and 835 usable samples were returned, resulting in a response rate of 83.5%. Built uponmulti-dimensional components of destination image, a conceptual model depicting the relationship among travel motivation, tourism destination image and tourist expectation was proposed and empirically examined using data from mainland Chinese tourists who visited Hongkong. The empirical findings reveal that：（a） cognitive image of a destination significant influences affeetive image of a destination ; （b） travel motivation has a direct and indirect effect on tourist expectation, mediated by cognitive image of a destination, and （c） cognitive image of a destination has a direct and indirect effect on tourist expectation, mediated by affective image of a destination.