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1 ? )* T AREALRESEARCHANDDEVELOPMENT Vol.34 No.6 Dec.2015!"# 1, 2 (1., ;2., ) $%: 590!"#$%&', ()*+,-.*+/ !6,#7 89:; & <=: 2345!6, >#7?@ABC D@89,E F,GH,I6JK, LMNO, GH P,Q6RS GH; TUV45 89!W?,X?@ Y BC &, 6, D@& P 45!W? 89,Z@& LMNO 45 D@& 45!X?@ 89 & ' :2345;!6 ;#7?@; ; " :K928.5 ()*+:A,- :1003?2363(2015)06?0110?06 0 CD + > FG 21HIJK, L MNO PQRS TU, VW?XY E T> Z[ \]^_,E )*`MNaBZbc>,, )*a, ]3 D, E )* " a,b E T [1] 3 [2], b E AB)*> BLE )* )* )* $ )* ( ), _ 3 E T 4 E > TU $ >)* [3-5] "'>? 4)*a, b E '>? 4>)* L1 Y, b E ' >? 4 > ) * E '>? 43 A B >, [9] [10] J B )* E '>? 4 3 > '>? 4 Zbc>, 4)* :'>? 4> '>?./01: ; 01: :!"#$%&'( ); (#)*+,&'(SK2014A359); -./0 1 &'(2014);!"#)*+,&'(KJ 2014A210); /0 234&'(AHLYZJ201407); #56 234&'(2014dtr11) 2345:78(1975-),9,:;,,, < mail)liuli1224@126. com 4> a '>? 4> '>? 43 AB> '>? >!"V#'>?$%&>',@ Z K bc'>? 43 AB> J 4 '>? >+ " )* ['>? 4 > ()3 AB * +> :,,'>? 4- >'>?. / 01 [11-12] ;,'>? 4- > ( ) AB ( + ) [13-14] )* '>? > >AB 6 <7 89 [\ -T :;> 4: '>?> 3 '>?> 4 ` <, = > b c > BC DE( 0 ) A A]bDE( $ F A ) G H 3 A B > [15-18],IK, J@ KL*MN > HO ( 45)3 AB > [19-20] b 45 >)*, F NGLP $ 8 QR,)*>'> 3 :(1)J STB,U LV QR QRE '>? 4> WP; (2)U XY QR E '>? 4W 3 AB > ;(3)U Y QR 45>,QRE '>? 4 23 > AB " P> )* ZF '>? >TU [\,] ^ M1?_@AB,B '>?` MB a> bc

2 6 7 8, :E? 43 AB> QR )* E '>? 4 '>? 4 [ >@3? > 4, W, B WP [21] 4 '>? 4)*a >,)*` 3E '>?> 4 FA)*, = 2WP '>? 4 > 3'>?$ > '>? b> [21] '>? 4> D >'>? 4, U > ( D > ( QR )3'>? 4FA [22] O > `, )*>A, J3 > FA,,)* E '>? 4 ] b [9-10,22] )* DE>$ 8. C '>? ( 1) '>? :;"# Tab.1 Theexploratoryfactoranalysisofhot springdestinationimage P S J ;> D S W S ;> E, S S, S> V S > SE > X SE > E SE > SE > a SE > N '>? 4 4 E < ST W /,> ST> STW /,$> S> S> S> S> DE P : G FA? U > 3 $! a A $ 8>3 >", 3 / >[# 2 $!% &>,)*Q U 3 K ( 2) 'P AB, [#, K 'P, + K AB,)*Q U 2 K + ( 2) 8 J >$ 8 [23] )* ( a :E '>? 4 HQ 19'>? ; AB HQ 10,Q > + J8 2 a 5 #D 45 ). * S> '>? K 4 HQ 34> BC, 0 G + ]G, 9, ) - * S >,.J S > 34/0> 1- )* 1.3 E 1T > ST ;23 22km,?? Z,8-2 66km ,; 4

3 112? )* T :;"# Tab.2 Theconfirmatoryfactoranalysisoftourists experienceandbehaviorintention AB t + S> : S>; L> ">K,L B S SA L >'> L B S K ">K,L3 S> L- = <= S L- >? =K S I ( K 10),L-K S A ]A,LMB K S P C P D <E ; ST?? H, 5FGH,V0E FG,IHQ JB K > SE 1 L >D,, M0S,N0 SE PQ B 4A,O G 5, ST` PQ 1.4! S >, 3 FA ', P L > Q J HQ ;(4 5 ;)T 1200R, Y 1032R O )*34_B S >, S YT S >, )*> a 590R ; a:9 (54.9%)b U (45.1%);25~34V$> (40%), W 35~44V(23.2%),45VJ8(19.6%),18~24V > (17.3%); X D,#J8> (42.4%), W / +(26.6%) JW(12.8%); G 3001 ~5000X$(46.2%), 5001~7000X $(23.5%), 3000X>Y 21.7%, 7000X> Y 8.6%;+ aj B (22.9%), W (15.8%) = (12.2%)! (11.5%) / /Q (10.8%) ZR (3.3%) 2 [ )* 2.1"#$%&' ()*+! U SPSS S'>? 4 FALV QR, QR > FA QR Q >[ aqqr, \] 3c >Q FA\],^c 4DE 1>Q, " %>,` > P 0.7J8 a `Q b > DE,Q c B 4 4 E b 7, '>? 7 ]b>w&, E 4 b 5, '>? C E 7 ] b>w&, E > E b X a 4 b 3, > P 4 b 4, 2.2%,-./%01 '. )*+! O AB W >. J )*>$ 8 )*b ( K,: J > a [,) * QR3:J > apfa U AMOS18.03 AB FA QR,./ > " W& *, 1 < 2, AB W > 0.5, t` 0.001> D8*+, 1> ap + G, =W > P (Cronbach sα) $ 0.7>,C P (CR) $ 0.6>, > P W >D <E (AVE) $ 0.5>, W $]b > D, 1> ap 2.3"#$%&' ' 234. B E '>? 43 AB >7 a_, > BC ( 0 G ) B `,

4 6 7 8, :E? 43 AB> QR 113 JE '>? 4> 4 ( 4 4 E 4 4 4) B!,Q 3 4 ( + )FA X Y QR B >#, FAY QR,,3! FA + ] b I 1(0.941~ 0.988), + D W B 1.723, I 2,,` ]b, FAY QR Y QR*,E '>? 4> *+>,: J >)* F QRT, >'>? 4 3 > D, 4 E 4> a_ ; D,E 4 4 4> a_ ; D, 4 4 4> a_ ; + D, 4 4 E 4> a_ " D,'>? 4 4 E 43 AB > a_ 4 4> a_( 3) 6 3 "# Tab.3 Theregresionanalysisofhot springdestinationimageontourists experienceandbehaviorintention G + 7 a_ a_ 7 a_ a_ 7 a_ a_ 7 a_ a_ G E E F R ΔR : Y β,r 2 ;, p 0.05, p 0.01, p W 2.4$%56'7823 B QR,a 45>, S > QB : RS S> 45 E, PQ; S> 45 QR45> a_, 45>, B?, Q B 1( ) 0( ) )*T > BC DE3 AB > [15-18],B :J >, *45> a_,)* > BC ( 0 G) B `? ]G,B & `! $> +,3! ('>? 4 4 )FA O? (45) ] & )* Y QR 45> a_, G ` ( 0 G);, G 4'>? a_;, G 4 & a_ 3 a_ J, '>? 4,45 > a_ *+ ΔR 2 Q B , 0.05>*+ D, '>? 4 45> &, 8 &>Y ` 0.05>* + D ], '>? 4 +,45Y *+> ΔR 2 Q B , 0.01> D8*+, '>? 4 45> &, > 8*+c F QRW &>Y JT,, 4 45 &>Y C 8>*+ D

5 114? )* T 34 (β=0.134,t=3.263), > `,]3 RS D, 43 M > 8 +, " 4 4 E 4 45 &>Y C 8>*+ D,, (β=-0.113,t=-2.473) E 4(β=0.130,t=2.874)3 + > `,]3 D, > 8,E 43 + > 8 B F 2 O 45> 3 '>? > 4 > AB <,3 ( R S )>'>? 4W FA A,T 4 b <G, = 3 4 > *+ <( 4) 8 QR > a_ *+, '>? 4 AB >,45 [3 4 > a_ *+> 6 4 < = :;>?@A Tab.4 Themeandiferencesof destinationimagebetweentwotypesoftourists 4 < t 4 E S'>? 4 FALV QR,[ 4DE 1>Q,Q c B 4 4 E '>? 4> 4 3 ( ) AB ( + ) *+>, >'>? 4 3 AB > D, 4 E 4> a_ ; D,E 4 4 4> a_ ; D, 4 4 4> a_ ; + D, 4 4 E 4> a_ " D, 4 4 E 43 AB > a _ 4 4> a_ '>? 4 AB >,45 [3 4 > a _Y *+>?,45 43 >, 4 4 E 43 + > `,]3 D, 43 M > 8, > 8,E 43 + > 8 $ :JT, S H JW F A(F:(1) $ > 8P; (2) T > 4 &';(3)NG D,c E ;(4) 3 45> ` < > b J )* "`T '>? 43 AB *+>, :J)* b :; =[, '>> D, ;>'>? 4 3= > AB > )* 45 >, ZF '>? 4 >T U [\, ^ M1?_@AB,B '>? 4 = J ` MB a> bc BC (: [1],,,. E T L P[J].? )* T,2007,26(6): [2] D.LE > 3 [J].? ) * T,2004,23(3): [3],7.E )* [J].,2013,6(2): [4]. E )* [J].I #,2013(3): [5] K, K.E >TU )* [J]. #,2004,15(4): [6].$ 4 5>E '>? 4 J4 E B [J]. +,2011,7(1):11-16,83. [7].E PQ 4 b)* J3 TE PQ B [J].# T,2013,23(14): [8] ],.E '>? 4 )*[J]. 1,2010(3): [9],,7.$ '>? 4 >E P [ )* J E B [J].,2012(6): [10],,.E '>? 4 Pb J B [J].

6 6 7 8, :E? 43 AB> QR 115,2013(3): [11] HongS,KimJ,JangH,etal.TheRolesofCategoriza tion,afective Image and Constraintson Destination Choice:AnApplicationoftheNMNLModel[J].Tourism Management,2006,27(5): [12] LinCH,MoraisDB,KersteterDL,etal.Examining theroleofcognitiveandafectiveimageinpredicting ChoiceacrosNatural,Developed,andTheme parkdes tinations[j].journaloftravelresearch,2007,46(2): [13] ChenCF,TsaiDC.HowDestinationImageandEvalu ativefactorsafectbehavioralintentions?[j].tourism Management,2007,28(4): [14] ChiaCG,QuH.ExaminingtheStructuralRelationships ofdestinationimage,touristsatisfactionanddestination Loyalty:AnIntegratedApproach[J].Tourism Manage ment,2008,29(4): [15] KozakM.ComparativeAsesmentofTouristSatisfaction withdestinationsacrostwonationalities[j].tourism Management,2001,22(4): [16] MatzlerK,FülerJ,RenzlB.CustomerSatisfactionwith AlpineSkiAreas:TheModeratingEfectsofPersonal, Situational,andProductFactors[J].JournalofTravel Research,2008,46(4): [17] WeaverPA,WeberK,McClearyKW.DestinationEval uation:theroleofprevioustravelexperienceandtrip Characteristics[J].JournalofTravelResearch,2007,45 (3): [18] 78,. > AB ) * [J].K,2011,25(11): [19] 78,.45 3 AB > )* [J].,2010,3(2): [20]. 453 P AB > )*[J].,2012,27(10): [21] BalogluS,McClearyKW.AModelofDestinationImage Formation[J].AnnalsofTourism Research,1999,26 (4): [22] EchtnerCM,RitchieB.TheMeasurementofDestination Image:AnEmpiricalAsesment[J].JournalofTravel Research,1993,31(4):3-13. [23] Kim S H,HolandS,HanH S.AStructuralModelfor ExaminingHowDestinationImage,PerceivedValue,and ServiceQualityAfectDestinationLoyalty:ACaseStudy oforlando[j].internationaljournaloftourism Re search,2013,15(4): TheImpactofCognitiveImageof Hot SpringDestinationonTourists ExperienceandBehavioralIntention LiuLi 1,ChenHao 2 (1.DepartmentofTourism,HefeiUniversity,Hefei230601,China; 2.ColegeofEconomics& Management,AnhuiAgriculturalUniversity,Hefei230036,China) Abstract:Aquestionnairesurveywasconductedtocolectdatafrom590touristswhohadeverbeentoTang chi alitletownfamousforitshotsprings,anhuiprovince.multipleregresionwasusedtotestthedirectefectof cognitiveimageontourists experienceandbehavioralintentionandhierarchicalregresionwasusedtotestthe moderatingroleoftravelmotivation.theresultscanbeexplainedfromtwoaspects.first,althoughcognitiveimage hassignificantpositiveefectsbothontourists experienceandtheirbehavioralintention,diferentdimensionof cognitiveimagehasdiferentefectsizeontourists experienceandtheirbehavioralintention.overal,theefect sizesoffacilitiesandactivitiesandhot springqualityaregreaterthanthatoftraficandoveralenvironment.sec ond,travelmotivationsignificantlymoderatestheefectsofcertainimagefactorsontourists experienceandbehav ioralintention.specificaly,travelmotivationpositivelymoderatestheefectoftraficontouristsatisfaction,nega tivelymoderatestheefectoffacilitiesandactivitiesandpositivelymoderatestheefectofhot springqualityontour ists revisitintention. Keywords:cognitiveimage;tourists experience;behavioralintention;travelmotivation;hot springdesti nation

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