World Regional Studies ›› 2020, Vol. 29 ›› Issue (2): 428-438.DOI: 10.3969/j.issn.1004-9479.2020.02.2018486
Received:
2018-10-26
Revised:
2019-02-19
Online:
2020-03-30
Published:
2020-03-27
作者简介:
周金泉(1969-), 男,副教授,博士,主要研究方向旅游休闲管理、战略管理,E-mail:jqzhou@ipm.edu.mo。
基金资助:
Jinquan ZHOU. Impact of off-site exhibitions promotion on city image and travel intentions——A case of Dynamic Vitality Promotion Week[J]. World Regional Studies, 2020, 29(2): 428-438.
周金泉. 异地展览会推广对城市形象与旅游意愿的影响[J]. 世界地理研究, 2020, 29(2): 428-438.
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URL: https://sjdlyj.ecnu.edu.cn/EN/10.3969/j.issn.1004-9479.2020.02.2018486
项目 | 变量 | 样本数 | 百分比/% |
---|---|---|---|
性别 | 男性 | 187 | 47.6 |
女性 | 206 | 52.4 | |
婚姻状况 | 未婚 | 193 | 49.1 |
已婚 | 200 | 50.9 | |
年龄 | 20岁以下 | 32 | 8.2 |
21~35岁 | 188 | 47.8 | |
36~50 | 108 | 27.5 | |
50岁以上 | 65 | 16.5 | |
教育程度 | 初中或以下 | 25 | 6.4 |
高中 | 55 | 14 | |
专科 | 83 | 21.1 | |
大学 | 202 | 51.4 | |
硕博研究生 | 28 | 7.1 | |
目前身份 | 学生 | 44 | 11.2 |
普通职员 | 142 | 36.1 | |
工人 | 20 | 5.1 | |
管理人员 | 91 | 23.2 | |
农民 | 15 | 3.8 | |
自由职业 | 39 | 9.9 | |
退休 | 42 | 10.7 | |
收入 | 2000以下 | 45 | 11.5 |
2001~3500 | 100 | 25.4 | |
3501~6000 | 121 | 30.8 | |
6001~8000 | 63 | 16.0 | |
8000以上 | 64 | 16.3 |
Tab.1 Sample description(n=393)
项目 | 变量 | 样本数 | 百分比/% |
---|---|---|---|
性别 | 男性 | 187 | 47.6 |
女性 | 206 | 52.4 | |
婚姻状况 | 未婚 | 193 | 49.1 |
已婚 | 200 | 50.9 | |
年龄 | 20岁以下 | 32 | 8.2 |
21~35岁 | 188 | 47.8 | |
36~50 | 108 | 27.5 | |
50岁以上 | 65 | 16.5 | |
教育程度 | 初中或以下 | 25 | 6.4 |
高中 | 55 | 14 | |
专科 | 83 | 21.1 | |
大学 | 202 | 51.4 | |
硕博研究生 | 28 | 7.1 | |
目前身份 | 学生 | 44 | 11.2 |
普通职员 | 142 | 36.1 | |
工人 | 20 | 5.1 | |
管理人员 | 91 | 23.2 | |
农民 | 15 | 3.8 | |
自由职业 | 39 | 9.9 | |
退休 | 42 | 10.7 | |
收入 | 2000以下 | 45 | 11.5 |
2001~3500 | 100 | 25.4 | |
3501~6000 | 121 | 30.8 | |
6001~8000 | 63 | 16.0 | |
8000以上 | 64 | 16.3 |
变量 | 观测指标 | 标准化 因子负荷 | T 统计值 | 组合 效度 | 平均提取方差 |
---|---|---|---|---|---|
基础环境形象 | a2. 澳门是一个购物方便的城市 | 0.825* | 17.211 | 0.817 | 0.575 |
a1. 澳门是一个环境卫生和清洁的城市 | 0.719* | 14.534 | |||
a7. 澳门当地特色美食多 | 0.707* | 19.763 | |||
a3. 澳门是一个具现代化城市 | 0.781* | 14.532 | |||
人文环境形象 | a9. 澳门是一个很多世界历史文化遗产的地方 | 0.835* | 21.857 | 0.740 | 0.578 |
a6. 澳门是一个安全的旅游城市 | 0.7547* | 16.902 | |||
a8. 澳门当地文化特别 | 0.763* | 14.462 | |||
情感形象 | a12.澳门是一个令人激动的地方 | 0.817* | 17.482 | 0.881 | 0.636 |
a11.澳门是一个有趣的地方 | 0.792* | 13.087 | |||
a14.澳门是一个优美的地方 | 0.861* | 16.793 | |||
a13.澳门是一个令人放松的地方 | 0.801* | 12.068 | |||
a10.澳门是一个令人愉快的地方 | 0.783* | 15.837 | |||
展览会推广 | b1. 通过展览会前期的宣传如: 电视、网站、报纸、微信等 | 0.812* | 23.187 | 0.851 | 0.570 |
b4. 通过展览会的活动令你了解澳门 | 0.741* | 21.154 | |||
b3. 通过展览会的表演活动如抽奖、土风舞表演、产品推介会 | 0.814* | 17.399 | |||
b2. 通过展览会派发的旅游小册子、澳门经济情况表等 | 0.776* | 15.783 | |||
b5. 通过参展商与顾客联络互动的方式 | 0.782* | 14.586 | |||
展览会吸引力 | b6. 通过会的主题(名称)令你产生兴趣 | 0.848* | 22.647 | 0.836 | 0.508 |
b7. 展览会的知名度 | 0.743* | 16.582 | |||
b10. 澳门旅游产品的特色 | 0.758* | 15.091 | |||
b12. 有机会免费获得澳门旅游的现金代用卷 | 0.789* | 14.782 | |||
b8. 展览会能够满足好奇心与新鲜感 | 0.821* | 17.509 | |||
b13. 现场的减价促销 | 0.783* | 14.237 | |||
b11. 购物消费嬴取免费来回澳门机票活动 | 0.825* | 16.782 | |||
b9. 展览会摊位具有独特的风格 | 0.774* | 12.804 | |||
旅游意愿 | c2. 如果有机会一定会到澳门旅游 | 0.843* | 15.375 | 0.802 | 0.592 |
c3. 会否建议朋友来澳门旅游 | 0.891* | 17.230 | |||
c1. 未来一年内会到澳门旅游 | 0.805* | 19.062 |
Tab. 2 Results of confirmatory factor analysis (CFA)
变量 | 观测指标 | 标准化 因子负荷 | T 统计值 | 组合 效度 | 平均提取方差 |
---|---|---|---|---|---|
基础环境形象 | a2. 澳门是一个购物方便的城市 | 0.825* | 17.211 | 0.817 | 0.575 |
a1. 澳门是一个环境卫生和清洁的城市 | 0.719* | 14.534 | |||
a7. 澳门当地特色美食多 | 0.707* | 19.763 | |||
a3. 澳门是一个具现代化城市 | 0.781* | 14.532 | |||
人文环境形象 | a9. 澳门是一个很多世界历史文化遗产的地方 | 0.835* | 21.857 | 0.740 | 0.578 |
a6. 澳门是一个安全的旅游城市 | 0.7547* | 16.902 | |||
a8. 澳门当地文化特别 | 0.763* | 14.462 | |||
情感形象 | a12.澳门是一个令人激动的地方 | 0.817* | 17.482 | 0.881 | 0.636 |
a11.澳门是一个有趣的地方 | 0.792* | 13.087 | |||
a14.澳门是一个优美的地方 | 0.861* | 16.793 | |||
a13.澳门是一个令人放松的地方 | 0.801* | 12.068 | |||
a10.澳门是一个令人愉快的地方 | 0.783* | 15.837 | |||
展览会推广 | b1. 通过展览会前期的宣传如: 电视、网站、报纸、微信等 | 0.812* | 23.187 | 0.851 | 0.570 |
b4. 通过展览会的活动令你了解澳门 | 0.741* | 21.154 | |||
b3. 通过展览会的表演活动如抽奖、土风舞表演、产品推介会 | 0.814* | 17.399 | |||
b2. 通过展览会派发的旅游小册子、澳门经济情况表等 | 0.776* | 15.783 | |||
b5. 通过参展商与顾客联络互动的方式 | 0.782* | 14.586 | |||
展览会吸引力 | b6. 通过会的主题(名称)令你产生兴趣 | 0.848* | 22.647 | 0.836 | 0.508 |
b7. 展览会的知名度 | 0.743* | 16.582 | |||
b10. 澳门旅游产品的特色 | 0.758* | 15.091 | |||
b12. 有机会免费获得澳门旅游的现金代用卷 | 0.789* | 14.782 | |||
b8. 展览会能够满足好奇心与新鲜感 | 0.821* | 17.509 | |||
b13. 现场的减价促销 | 0.783* | 14.237 | |||
b11. 购物消费嬴取免费来回澳门机票活动 | 0.825* | 16.782 | |||
b9. 展览会摊位具有独特的风格 | 0.774* | 12.804 | |||
旅游意愿 | c2. 如果有机会一定会到澳门旅游 | 0.843* | 15.375 | 0.802 | 0.592 |
c3. 会否建议朋友来澳门旅游 | 0.891* | 17.230 | |||
c1. 未来一年内会到澳门旅游 | 0.805* | 19.062 |
变量 | 均值 | 标准差 | 1 | 2 | 3 | 4 | 5 | 6 |
---|---|---|---|---|---|---|---|---|
1..基础环境形象 | 3.946 | 0.936 | 1.00 | |||||
2. 人文环境形象 | 3.965 | 0.921 | . 528** | 1.00 | ||||
3. 情感形象 | 3.956 | 0.932 | .437** | .502** | 1.00 | |||
4. 展览会推广 | 3.856 | 0.874 | .384** | .368** | .490** | 1.00 | ||
5. 展览会吸引力 | 3.901 | 0.893 | .330** | .425** | .495** | .371** | 1.00 | |
6. 旅游意愿 | 4.037 | 0.841 | .246** | .292** | .359** | .428** | .401** | 1.00 |
Tab. 3 Mean values,stand deviation and correlation coefficient(n=393)
变量 | 均值 | 标准差 | 1 | 2 | 3 | 4 | 5 | 6 |
---|---|---|---|---|---|---|---|---|
1..基础环境形象 | 3.946 | 0.936 | 1.00 | |||||
2. 人文环境形象 | 3.965 | 0.921 | . 528** | 1.00 | ||||
3. 情感形象 | 3.956 | 0.932 | .437** | .502** | 1.00 | |||
4. 展览会推广 | 3.856 | 0.874 | .384** | .368** | .490** | 1.00 | ||
5. 展览会吸引力 | 3.901 | 0.893 | .330** | .425** | .495** | .371** | 1.00 | |
6. 旅游意愿 | 4.037 | 0.841 | .246** | .292** | .359** | .428** | .401** | 1.00 |
路径 | 间接效应估计 | SE | Bootstrap (95%) |
---|---|---|---|
城市基础环境形象—异地展会推广—旅游意愿 | 0.141 | 0.125 | (0.118,0.271) |
城市人文环境形象—异地展会推广—旅游意愿 | 0.193 | 0.071 | (0.035,0.247) |
城市情感形象—异地会推广—旅游意愿 | 0.270 | 0.139 | (0.006,0.393) |
异地展会推广总效应 | 0.521 | 0.237 | (0.213,0.375) |
异地展会推广总中介效应 | 0.228 | 0.157 | (0.110,0.454) |
城市基础环境形象—异地展会吸引力—旅游意愿 | 0.231 | 0.082 | (0.093, 0.371) |
城市人文环境形象—异地展会吸引力—旅游意愿 | 0.317 | 0.131 | (0.121,0.469) |
城市情感形象—异地展会吸引力—旅游意愿 | 0.196 | 0.079 | (0.043,0.396) |
异地展会吸引力总效应 | 0.470 | 0.116 | (0.210,0.452) |
异地展会吸引力总中介效应 | 0.265 | 0.224 | (0.117,0.374) |
总效应 | 0.633 | 0.247 | (0.259.0.530) |
总中介效应 | 0.241 | 0.105 | (0.138,0.259) |
Tab.4 Mediating effect test by Bias-corrected Bootstrap
路径 | 间接效应估计 | SE | Bootstrap (95%) |
---|---|---|---|
城市基础环境形象—异地展会推广—旅游意愿 | 0.141 | 0.125 | (0.118,0.271) |
城市人文环境形象—异地展会推广—旅游意愿 | 0.193 | 0.071 | (0.035,0.247) |
城市情感形象—异地会推广—旅游意愿 | 0.270 | 0.139 | (0.006,0.393) |
异地展会推广总效应 | 0.521 | 0.237 | (0.213,0.375) |
异地展会推广总中介效应 | 0.228 | 0.157 | (0.110,0.454) |
城市基础环境形象—异地展会吸引力—旅游意愿 | 0.231 | 0.082 | (0.093, 0.371) |
城市人文环境形象—异地展会吸引力—旅游意愿 | 0.317 | 0.131 | (0.121,0.469) |
城市情感形象—异地展会吸引力—旅游意愿 | 0.196 | 0.079 | (0.043,0.396) |
异地展会吸引力总效应 | 0.470 | 0.116 | (0.210,0.452) |
异地展会吸引力总中介效应 | 0.265 | 0.224 | (0.117,0.374) |
总效应 | 0.633 | 0.247 | (0.259.0.530) |
总中介效应 | 0.241 | 0.105 | (0.138,0.259) |
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