34 6 20150 12? )* T AREALRESEARCHANDDEVELOPMENT Vol.34 No.6 Dec.2015!"# 1, 2 (1., 230601;2., 230036) $%: 590!"#$%&', ()*+,-.*+/01 2345!6,#7 89:; & <=: 2345!6, >#7?@ABC D@89,E 2345 89 F,GH,I6JK, LMNO, 2 45 89GH P,Q6RS 2 45 89GH; 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 @AB E T 4 E > TU $ >)* [3-5] "'>? 4)*a, b E '>? 4>)* L1 Y, b E ' >? 4 > ) * [6-8], @)* E '>? 43 A B >, [9] [10] J B )* E '>? 4 3 > '>? 4 Zbc>, 4)* :'>? 4> '>?./01:2014-08-10; 01:2015-06-17 :!"#$%&'(41371155); (#)*+,&'(SK2014A359); -./0 1 &'(2014);!"#)*+,&'(KJ 2014A210); /0 234&'(AHLYZJ201407); #56 234&'(2014dtr11) 2345:78(1975-),9,:;,,, < ='>? @AB)*,(E mail)liuli1224@126. com 4> a '>? 4> '>? 43 AB> '>? >!"V#'>?$%&>',@ Z K bc'>? 43 AB> J 4 '>? >+ " )* ['>? 4 > ()3 AB * +> :,,'>? 4- >'>?. / 01 [11-12] ;,'>? 4- > ( ) AB ( + ) [13-14] )* '>? 4 233 45 > >AB 6 <7 89 [\ -T :;> 4: '>?> 3 '>?> 4 ` <, = > AB>? @@A 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 '>? 4 @AB >TU [\,] ^ M1?_@AB,B '>?` MB a> bc
6 7 8, :E? 43 AB> QR 111 1 )* 1.1 1.1.1 E '>? 4 '>? 4 [ >@3? > 4, W, B 4 4 4 3WP [21] 4 '>? 4)*a >,)*` 3E '>?> 4 FA)*, = 2WP '>? 4 > 3'>?$ >, @ > '>? b> [21] '>? 4> D >'>? 4, U > ( D )K @ ; @!O > ( QR )3'>? 4FA [22] O > `, )*>A, J3 > FA,,)* E '>? 4 ] b [9-10,22] )* DE>$ 8. C 4 4 19'>? ( 1) '>? 4 6 1 789:;"# Tab.1 Theexploratoryfactoranalysisofhot springdestinationimage P S J ;> D 0.687 0.811 S W 4 0.628 0.779 S ;> 0.664 0.777 E, S 4 0.537 0.719 S, 0.570 0.695 S> V 0.579 0.647 S > 0.566 0.560 SE > X 0.807 0.803 SE > E 0.762 0.793 SE > 0.740 0.779 SE > a 1 0.777 0.767 SE > N 0.628 0.572 '>? 4 4 E < ST W /,> 0.859 0.866 ST> 0.808 0.846 STW /,$> 0.795 0.826 S> 0.806 0.795 S> 0.722 0.751 S> 0.743 0.730 S> - 0.602 0.583 DE 8.139 2.697 1.378 1.064 42.839 14.195 7.254 5.598 P 0.875 0.885 0.900 0.836 : G FA? 1.1.2 AB @AB)* 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 1.2 4 :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,??45 6 7 Z,8-2 66km 20110 9,; 4
112? )* T 34 6 2 9:;"# Tab.2 Theconfirmatoryfactoranalysisoftourists experienceandbehaviorintention AB t + S> : 0.719 S>; L> 16.522 0.747 ">K,L B S 17.582 0.804 SA L >'> 0.795 L B S K 18.999 0.756 ">K,L3 S> 19.992 0.791 L- = <= S 0.808 L- >? =K S 20.833 0.861 I ( K 10),L-K S 0.647 @ A ]A,LMB K S 11.901 0.794 P 0.812 0.831 0.824 0.687 C P 0.801 0.824 0.821 0.686 D <E 0.574 0.610 0.697 0.525 5 ; 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 20130 12 5 20', 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$> (40%), W 35~44V(23.2%),45VJ8(19.6%),18~24V > (17.3%); X D,#J8> (42.4%), W / +(26.6%) (18.3%) @ JW(12.8%); G 3001 ~5000X$(46.2%), 5001~7000X $(23.5%), 3000X>Y 21.7%, 7000X> Y 8.6%;+ aj B (22.9%), W (15.8%) = (12.2%)! O+ @(11.5%) (11.5%) / /Q (10.8%) ZR (3.3%) 2 [ )* 2.1"#$%&' ()*+! U SPSS18.03 19 S'>? 4 FALV QR, QR > FA QR Q >[ aqqr, \] 3c >Q FA\],^c 4DE 1>Q, " 69.886%>,` > P 0.7J8 a `Q b > DE,Q c B 4 4 E 4 4 4 4 4 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 `,
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> 4 3 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_ 0.013 0.014-0.032-0.028 0.012 0.012-0.054-0.043 0 0.046 0.052 0.012 0.011-0.011-0.001 0.071 0.067 0.058 0.058 0.010-0.004 0.092 0.094-0.021-0.029 G 0.032 0.035 0.038 0.050 0.020 0.021 0.024 0.031 4 0. 0.291 0.432 0.479 0.350 0.398 0.488 0.560 E 0.394 0.390 0.436 0.462 0.301 0.317 0.373 0.280 0.405 0.356 0.250 0.169 0.230 0.169 0.266 0.303 0.270 0.254 0.332 0.352 0.378 0.386 0.150 0.172 45-0.010-0.057 0.039-0.045 4 45-0.061-0.078-0.064-0.113 E 45 0.010-0.039-0.018 0.130 45 0.070 0.134 0.089-0.048 45 0.013-0.040-0.035-0.027 F 47.916 29.776 69.042 45.178 42.401 26.771 50.188 33.119 R 2 0.448 0.453 0.539 0.557 0.418 0.427 0.457 0.477 ΔR 2 0.005 0.015 0.007 0.018 : Y β,r 2 ;, p 0.05, p 0.01, p 0.001 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'>? 4 45 5 a_;, G 4 & a_ 3 a_ J, '>? 4,45 > a_ *+ ΔR 2 Q B 0.005 0.007, 0.05>*+ D, '>? 4 45> &, 8 *+c @,W &>Y ` 0.05>* + D ], '>? 4 +,45Y *+> ΔR 2 Q B 0.015 0.018, 0.01> D8*+, '>? 4 45> &, > 8*+c F QRW &>Y JT,, 4 45 &>Y C 8>*+ D
114? )* T 34 (β=0.134,t=3.263), 45 43 > `,]3 RS D, 43 M > 8 +, " 4 4 E 4 45 &>Y C 8>*+ D,, 45 4 4(β=-0.113,t=-2.473) E 4(β=0.130,t=2.874)3 + > `,]3 D, 4 43 + > 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 453 4 > a_ *+, '>? 4 AB >,45 [3 4 > a_ *+> 6 4 < = :;>?@A Tab.4 Themeandiferencesof destinationimagebetweentwotypesoftourists 4 < t 4 E 3 320 321 323 322 3.272 3.188 3.561 3.522 3.729 3.827 0.084 1.506 0.039 0.641 0.098 1.492 3.795 3.926 0.131 2.341 3 19 S'>? 4 FALV QR,[ 4DE 1>Q,Q c B 4 4 E 4 4 4 '>? 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, 4 43 + > 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 :; =[,. 33 45 '>> 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):84-88. [2] D.LE > 3 [J].? ) * T,2004,23(3):74-77. [3],7.E )* [J].,2013,6(2):17-23. [4]. E )* [J].I #,2013(3):40-45. [5] K, K.E >TU )* [J]. #,2004,15(4):30-34. [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):123-125. [8] ],.E '>? 4 )*[J]. 1,2010(3):104-108. [9],,7.$ '>? 4 >E P [ )* J E B [J].,2012(6):152-155. [10],,.E '>? 4 Pb J B [J].
6 7 8, :E? 43 AB> QR 115,2013(3):129-132. [11] HongS,KimJ,JangH,etal.TheRolesofCategoriza tion,afective Image and Constraintson Destination Choice:AnApplicationoftheNMNLModel[J].Tourism Management,2006,27(5):750-761. [12] LinCH,MoraisDB,KersteterDL,etal.Examining theroleofcognitiveandafectiveimageinpredicting ChoiceacrosNatural,Developed,andTheme parkdes tinations[j].journaloftravelresearch,2007,46(2): 183-194. [13] ChenCF,TsaiDC.HowDestinationImageandEvalu ativefactorsafectbehavioralintentions?[j].tourism Management,2007,28(4):1115-1122. [14] ChiaCG,QuH.ExaminingtheStructuralRelationships ofdestinationimage,touristsatisfactionanddestination Loyalty:AnIntegratedApproach[J].Tourism Manage ment,2008,29(4):624-636. [15] KozakM.ComparativeAsesmentofTouristSatisfaction withdestinationsacrostwonationalities[j].tourism Management,2001,22(4):391-401. [16] MatzlerK,FülerJ,RenzlB.CustomerSatisfactionwith AlpineSkiAreas:TheModeratingEfectsofPersonal, Situational,andProductFactors[J].JournalofTravel Research,2008,46(4):403-413. [17] WeaverPA,WeberK,McClearyKW.DestinationEval uation:theroleofprevioustravelexperienceandtrip Characteristics[J].JournalofTravelResearch,2007,45 (3):333-344. [18] 78,. > AB ) * JK @B [J].K,2011,25(11):126-129. [19] 78,.45 3 AB > )* JK @B [J].,2010,3(2):147-152. [20]. 453 P AB > )*[J].,2012,27(10):78-84. [21] BalogluS,McClearyKW.AModelofDestinationImage Formation[J].AnnalsofTourism Research,1999,26 (4):868-897. [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):313-328. 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