摘要
人口老龄化加速了康养旅游等新业态的兴起。康养旅游目的地的形象建设,对于康养产业以及地方经济的发展具有重要意义。广西巴马是国内比较典型的康养旅游目的地之一。文章从旅居者视角出发,对巴马游客开展问卷调查,综合运用结构方程建模技术,多维度分析康养旅游目的地形象、满意度、感知价值、地方依恋和旅居者行为意向之间的关系。研究发现:康养旅游目的地形象(功能形象、服务形象、情感形象)均显著正向影响旅居者的满意度、感知价值和地方依恋,且情感形象的直接效应最为显著;康养旅游目的地形象对旅居者行为意向可以通过满意度、感知价值和地方依恋发挥显著且正向的间接影响,其中,地方依恋的中介效应更为广泛和显著。基于研究发现,文章从政府和经营者的角度,提出了重视情感形象建设、完善康养地功能形象和服务形象、增强游客的社区参与感和地方依恋感的具体建议,以期为康养旅游目的地形象建设提供决策参考。
The aging population has spurred the emergence of new industries such as health and wellness tourism.The image-building of health and wellness tourism destinations holds significant importance for the development of the health industry and regional economies.Guangxi’s Bama Yao Autonomous County stands as a representative health and wellness tourism destination in China.From the perspective of sojourners,this study conducted a questionnaire survey among visitors in Bama and employed structural equation modeling to comprehensively analyze the relationships among health and wellness tourism destination image(functional,service,and emotional dimensions),satisfaction,perceived value,place attachment,and behavioral intentions.The findings reveal that all three dimensions of the health and wellness tourism destination image significantly and positively influence sojourners’satisfaction,perceived value,and place attachment,with the emotional image demonstrating the most pronounced direct effects.Furthermore,the destination image exerts significant positive indirect effects on behavioral intentions through satisfaction,perceived value,and place attachment,among which place attachment exhibits more extensive and salient mediating effects.Based on the research findings,this paper proposes specific suggestions from the perspectives of the government and operators,including emphasizing the construction of emotional image,improving functional and service images,and enhancing tourists’place attachment.The aim is to provide meaningful experience and reference for the image construction of health and wellness tourism destinations.
出处
《广西经济》
2025年第3期55-69,共15页
GUANGXI ECONOMY
基金
广西大学中国—东盟经济学院/经济学院/中国—东盟金融合作学院政策类课题(项目编号:2024JK14)。
关键词
康养旅游
目的地形象
地方依恋
行为意向
结构方程模型
health and wellness tourism
destination image
place attachment
behavioral intention
structural equation modeling
