摘要
基于所收集的黄山市616份游客问卷数据,运用SmartPLS结构方程模型,从目的地形象四维度与感知契合度角度对游客康养旅游意愿进行实证分析,并对不同年龄与旅游经验群体进行异质性检验。结果显示:目的地形象四维度均显著正向影响康养旅游意愿,其中健康相关资源的作用最为突出;感知契合度在目的地形象四维度与康养旅游意愿间发挥显著中介作用,验证了“环境供给-个体需求”契合的主观评估是决策核心;老年游客更关注健康资源契合度,而年轻群体更受自然景观吸引;高频游客更依赖感知契合度决策,低频游客则更依赖直接形象认知。基于此,提出优化康养旅游资源配置,注重旅游产品的差异化与个性化设计,并提升游客感知契合度等对策。
Based on 616 questionnaire survey data collected from tourists in Huangshan City,this study employs the SmartPLS structural equation modeling to empirically analyze tourists'willingness to engage in wellness tourism from the perspectives of the four dimensions of destination image and perceived fit.Meanwhile,heterogeneity tests are conducted across groups of different ages and tourism experiences.The results indicate that:all four dimensions of destination image have a significant positive influence on the willingness to engage in wellness tourism with health-related resources playing the most prominent role;perceived fit plays a significant mediating role between the four dimensions of destination image and the willingness to engage in wellness tourism,verifying that the subjective assessment of"environmental supply-individual demand"fit is the core of decision-making;elderly tourists pay more attention to the fit of health resources,while younger groups are more attracted by natural landscapes;and high-frequency tourists rely more on perceived fit for decision-making,whereas low-frequency tourists depend more on direct image cognition.Based on these findings,countermeasures are proposed,including optimizing the allocation of wellness tourism resources,emphasizing the differentiated and personalized design of tourism products,and enhancing tourists'perceived fit.
作者
杜明
赵士德
易开刚
DU Ming;ZHAO Shide;YI Kaigang(School of Economics and Management,Huangshan University,Huangshan 245021,China;School of Business Administration,Zhejiang Gongshang University,Hangzhou 310018,China)
出处
《黄山学院学报》
2025年第6期26-34,共9页
Journal of Huangshan University
基金
省级一流专业建设点(2020sylzy01)
安徽省高等学校科学研究项目(2024AH053267)
黄山学院人才启动项目(2023xskq010)。
关键词
目的地形象
感知契合度
康养旅游意愿
tourist destination image
perceived fit
health-related tourism
