目的地国家形象、游客特征偏差与出游意向——主效应及调节效应

旅游科学 ›› 2022, Vol. 36 ›› Issue (2): 122-137.

目的地国家形象、游客特征偏差与出游意向——主效应及调节效应

韩慧林¹, 邹统钎²

1.北京开放大学旅游管理学院,北京 100081;
2.北京第二外国语学院中国文化和旅游产业研究院,北京 100024

收稿日期:2021-10-19 修回日期:2022-03-22 出版日期:2022-04-30 发布日期:2022-06-08
作者简介:韩慧林（1986—）,女,博士,北京开放大学旅游管理学院讲师,研究方向为品牌管理与旅游战略营销,E-mail：hanhuilin2013@163.com。邹统钎（1964—）,男,博士,北京第二外国语学院中国文化和旅游产业研究院教授,博导,研究方向为旅游目的地营销、文化和旅游融合、战略管理。

Destination Country Image,Tourist Characteristic Deviation and Travel Intention：Main Effect and Interaction Effect

HAN Huilin¹, ZOU Tongqian²

1. School of Tourism Management, Beijing Open University, Beijing 100081, China;
2. China Academy of Culture & Tourism, Beijing International Studies University, Beijing 100024, China;

Received:2021-10-19 Revised:2022-03-22 Online:2022-04-30 Published:2022-06-08

摘要/Abstract

摘要： 文章将日本作为旅游目的地国家,以中国潜在游客为研究对象,通过层级回归分析模型检验了目的地国家效应及其作用边界,分析了不同游客特征条件下目的地国家效应的异同。研究发现,目的地国家形象对游客出游意向具有显著的正向影响;游客民族中心主义不但能够直接影响游客出游意向,还会和涉入度一起负向调节目的地国家效应。研究还进一步发现,目的地熟悉度会对游客出游意向产生直接影响,但不是目的地国家形象发挥影响效应的外部条件,这与精细加工可能性模型（ELM）的评价机制存在一定偏差,进一步展现了目的地国家效应的特殊性。文章的研究结论不仅深化了目的地原生形象的研究,还为旅游目的地参与国际旅游市场竞争提供有价值的参考。

关键词: 目的地国家形象, 游客民族中心主义, 目的地熟悉度, 涉入度

Abstract: Taking Japan as a travel destination and potential Chinese tourists as research subjects,this study aims to test destination country effect and analyze the boundary of it in different tourist characteristic conditions through building hierarchical regression analysis model.The results tell that destination country image has significant positive impact on tourists' travel intentions; tourist ethnocentrism can not only directly affect tourists' travel intentions,but also negatively regulate destination country effect along with tourist involvement.It also found that destination familiarity,which can directly affect tourists' travel intention,is not an external condition for the destination country effect that has certain deviation from the elaboration likelihood model.The authors believe that these conclusions not only deepen the research on the destination original image,but also can provide valuable references for tourism destinations to compete in strong competitions market.

Key words: destination country image, tourist ethnocentrism, destination familiarity, involvement

中图分类号:

F591

韩慧林, 邹统钎. 目的地国家形象、游客特征偏差与出游意向——主效应及调节效应[J]. 旅游科学, 2022, 36(2): 122-137.

HAN Huilin, ZOU Tongqian. Destination Country Image,Tourist Characteristic Deviation and Travel Intention：Main Effect and Interaction Effect[J]. TOURISM SCIENCE, 2022, 36(2): 122-137.

参考文献

[1] 观研天下分析师团队,2020.2020年中国出境旅游行业分析报告市场深度分析与发展前景研究[R]. 北京:观研天下(北京)信息咨询有限公司:53-76.
[2] 韩睿,田志龙,2005.促销类型对消费者感知及行为意向影响的研究[J].管理科学(2):85-91.
[3] 穆雪茗,白长虹,吴波,等,2017.目的地国家形象与旅游产品类别的匹配效应——基于刻板印象内容模型的实证研究[J].旅游学刊(6):64-74.
[4] 宁昌会,曹云仙子,2016.成分品牌联合的溢出效应研究——品牌熟悉度和介入度的调节作用[J].中南财经政法大学学报(2):122-129.
[5] 孙国辉,韩慧林,2015.公司品牌形象和国家品牌形象对购买意向的影响——基于中国跨国公司的实证分析[J].经济管理(4):84-94.
[6] 王倩文,郑鹏,2021.消费者敌意和消费者民族中心主义对旅游意愿的影响[J].资源开发与市场(2):215-220.
[7] 汪涛,周玲,周南,等,2012.来源国形象是如何形成的?——基于美、印消费者评价和合理性理论视角的扎根研究[J].管理世界(3):113-126.
[8] 杨一翁,许研,罗文豪,等,2021.爱恨交织:矛盾态度对消费者出国旅游决策的影响研究[J].旅游科学(5):62-80.
[9] 于鹏,张宏梅,2016.韩国国家形象感知与旅游意向研究——以中国潜在旅游者为例[J].旅游学刊(12):62-75.
[10] 朱翊敏,李蔚,刘容,2012.慈善营销中契合度、熟悉度和产品性质对消费者响应的影响[J].南开管理评论(3):33-41.
[11] ALDEN D L,STEENKAMP J,BATRA R,2006.Consumer attitudes toward marketplace globalization:structure,antecedents and consequences[J].International journal of research in marketing,23(3):227-239.
[12] ANDEHN M,DECOSTA P L,2016.The variable nature of country-to-brand association and its impact on the strength of the country-of-origin effect[J].International marketing review,33(6):851-866.
[13] BALOGLU S,2001a.Image variations of turkey by familiarity index:informational and experiential dimensions[J].Tourism management,22(2):127-133.
[14] BALOGLU S,2001b.An investigation of a loyalty typology and the multi destination loyalty of international travelers[J].Tourism analysis,6(1):41-52.
[15] BARON R M,KENNY D A,1986.The moderator-mediator variable distinction in social psychological research:conceptual,strategic,and statistical considerations[J].Journal of personality and social psychology,51(6):1173-1182.
[16] BATRA R,RAMASWAMY V,ALDEN D L,2000.Effects of brand local and nonlocal origin on consumer attitudes indeveloping countries[J].Journal of consumer psychology,9(2):83-95.
[17] CHEN C C,LAI Y H R,PETRICK J F,et al.,2016.Tourism between divided nations:an examination of stereotyping on destination image[J].Tourism management,55(8):25-36.
[18] CHEN C C,LIN Y H,PETRICK J F,2013.Social biases of destination perceptions[J].Journal of travel research,52(2):240-252.
[19] CHENG M,WONG I K,PRIDEAUX B,2017.Political travel constraint:the role of Chinese popular nationalism[J].Journal of travel & tourism marketing,34(3):383-397.
[20] CROMPTON J L,1979.Motivations for pleasure vacation[J].Annals of tourism research,6(4):408-424.
[21] DHOLAKIA U M,KAHN B E,REEVES R,et al.,2010.Consumer behavior in a multichannel,multimedia retailing environment[J].Journal of interactive marketing,24(2):86-95.
[22] DODDS W B,MONROE K B,GREWAL D,1991.Effects of price,brand,and store information on buyers' product evaluations[J].Journal of marketing research,28(3):307-319.
[23] ELLIOT S,PAPADOPOULOS N,SZAMOSI L,2013.Studying place image:an interdisciplinary and holistic approach[J].Anatolia,24(1):5-16.
[24] FISKE S,CUDDY A,GLICK P,et al.,2002.A model of (often mixed) stereotype content:competence and warmth respectively follow from perceived status and competition[J].Journal of personality and social psychology,82(6):878-902.
[25] FORNELL C,LARCKER D F,1981.Evaluating structural equation models with unobservable variables and measurement error[J].Journal of marketing research,18(1):39-50.
[26] GUNN C A,1972.Vacationscape:designing tourist regions[M]//GUNN C A.Vacationscape:designing tourist regions.New York:Van Nostrum Reinhold:20-55.
[27] HSIEH M H,PAN S L,SETIONO R,2004.Product-,corporate-,and country-image dimensions and purchase behavior:a multi-country analysis[J].Journal of the academy of marketing science,32(3):251-270.
[28] JANG S,BAI B,HU C,et al.,2009.Affect,travel motivation,and travel intention:a senior market[J].Journal of hospitality & tourism research,33(1):51-73.
[29] JOAN M L,DURAIRAJ M,1992.When timing matters:the influence of temporal distance on consumers' affective and persuasive responses[J].Journal of consumer research,19(3):424-433.
[30] KIM S S,PRIDEAUX B,TIMOTHY D,2016.Factors affecting bilateral Chinese and Japanese travel[J].Annals of tourism research,61(11):80-95.
[31] KOTLER P,GERTNER D,2002.Country as brand,product,and beyond:a place marketing and brand management perspective[J].Journal of brand management,9(4):249-261.
[32] KRUGMAN H E,1965.The impact of television advertising:learning without involvement[J].Public opinion quarterly,29(3):349-356.
[33] LITVIN S,MACLAURIN D,2001.Consumer attitude and behavior[J].Annals of tourism research,2(28):821-823.
[34] MACKAY K J,FESENMAIER D R,1997.Pictorial element of destination in image formation[J].Annals of tourism research,24(3):537-565.
[35] MAESTRO R M H,GALLEGO P A M,REQUEJO L S,2007.The moderating role of familiarity in rural tourism in Spain[J].Tourism management,28(4):951-964.
[36] MILMAN A,PIZAM A,1995.The role of awareness and familiarity with a destination:the central Florida case[J].Journal of travel research,33(3):21-27.
[37] NADEAU J,HESLOP L,O'REILLY N,et al.,2008.Destination in a country image context[J].Annals of tourism research,35(1):84-106.
[38] NAGASHIMA A,1977.A comparative “made in” product image survey among Japanese businessmen[J].Journal of marketing,41(3):95-100.
[39] NUNNALLY J C,BOBREN H M,1959.Variables governing the willingness to receive communications on mental health[J].Journal of Personality,27(1):38-46.
[40] PARK J,STOEL L,2008.Effect of brand familiarity,experience and information on online apparel purchase[J].International journal of retail & distribution management,33(2):148-160.
[41] PEARCE P L,1982.Perceived changes in holiday destinations[J].Annals of tourism research,9(2):145-164.
[42] PETTY R E,CACIOPPO J T,1986.The elaboration likelihood model of persuasion[J].Advances in experimental social psychology,19(4):123-205.
[43] PHELPS A,1986.Holiday destination image:the problem of assessment[J].Tourism management,7(3):168-180.
[44] PRENDERGAST G P,TSANG A S L,CHAN C N W,1984.The interactive influence of country of origin of brand and product involvement on purchase intention[J].Journal of consumer marketing,27(2):180-188.
[45] ROTH M S,ROMEO J B,1992.Matching product category and country image perceptions:a framework for managing country-of-origin effects[J].Journal of international business studies,23(3):477-497.
[46] SAMIEE S,1994.Customer evaluation of products in a global market[J].Journal of international business studies,25(3):579-604.
[47] SHARMA P,2015.Consumer ethnocentrism:reconceptualization and cross-cultural validation[J].Journal of international business studies,46(3):381-389.
[48] SHIMP T A,SHARMA S,1987.Consumer ethnocentrism:construction and validation of the CETSCALE[J].Journal of marketing research,24(3):280-289.
[49] STEPCHENKOVA S,SHICHKOVA E,KIM M,et al.,2018.Do strained bilateral relations affect tourists' desire to visit a country that is a target of animosity?[J].Journal of travel & tourism marketing,35(5):553-566.
[50] WANG C L,LI D,BARNES B R,et al.,2012.Country image,product image and consumer purchase intention:evidence from an emerging economy[J].International business review,21(6):1041-1051.
[51] WATSON J J,WRIGHT K,2000.Consumer ethnocentrism and attitudes toward domestic and foreign products[J].European journal of marketing,34(9/10):1149-1166.
[52] ZAICHKOWSKY J L,1994.The personal involvement inventory:reduction,revision,and application to advertising[J].Journal of advertising,23(4):59-70.