目的地认知、目的地感知和目的地形象对游客前往东盟国家旅游意向的影响

Orawee Sriboonlue
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引用次数: 0

摘要

目的--本研究的目的是研究目的地认知、目的地感知和目的地形象对游客前往东盟国家旅游意向的影响。方法--研究方法是定量研究,采用问卷调查法收集数据。调查对象为泰国曼谷、巴吞他尼和暖武里府的 400 名有过到外国旅游经历的参与者。用于数据分析的描述性统计包括频率、百分比、平均值和标准差。结果 - 假设检验结果显示,游客的目的地认知对目的地感知和目的地形象有积极影响,而目的地感知对目的地形象有积极影响,目的地形象对游客前往东盟国家旅游的意向有积极影响,显著性水平为 0.001。此外,目的地认知对目的地认知和目的地形象之间的关系具有部分中介效应,而目的地形象对目的地认知和游客意向之间的关系、目的地认知和游客意向之间的关系以及目的地认知和目的地形象对游客意向之间的关系具有完全中介效应,显著性水平为 0.001。启示--研究结果对学术界和目的地营销从业者都有一些启示,为制定有效战略吸引游客到这些目的地旅游提供了见解。原创性/价值--本研究试图加强对目的地认知、目的地感知、目的地形象和旅游意向之间错综复杂的相互作用的全面理解,阐明它们对旅游决策的共同影响。此外,这项研究还能填补现有文献的空白,为完善目的地营销战略(尤其是针对东盟国家)提供有价值的见解。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
THE EFFECTS OF DESTINATION AWARENESS, PERCEPTION OF DESTINATION, AND DESTINATION IMAGE ON TOURISTS’ INTENTION TO TRAVEL TOWARD ASEAN COUNTRIES
Purpose – The purposes of this research were to study the effects of destination awareness, perception of destination, and destination image on tourists’ intention to travel toward ASEAN countries.Methodology – The research methodology was quantitative research with survey method by using questionnaires for data collection. The respondents were 400 participants, who had experience of traveling to a foreign country, in Bangkok, Pathum Thani, and Nonthaburi Provinces of Thailand. Descriptive statistics used for data analysis included frequency, percentage, mean, and standard deviation. Due to hypothesis testing, inferential statistics used were Pearson’s Product Moment Correlation Coefficient and Partial Least Squares-Structural Equation Modeling (PLS-SEM).Results – The results of hypothesis testing revealed that tourists’ destination awareness had positive effects on perception of destination and destination image while perception of destination had positive effects on destination image, and destination image had positive effects on tourists’ intention to travel toward ASEAN countries at a significance level of 0.001. In addition, perception of destination had a partial mediating effect on the relationship between destination awareness and destination image whereas destination image had a full mediating effect on the relationship between destination awareness and tourists’ intention, the relationship between perception and tourists’ intention, and the relationship between destination awareness and perception on tourists’ intention at a significance level of 0.001.Implications – The findings present several implications for both academia and destination marketing practitioners, providing insights into crafting effective strategies to attract tourists to these destinations.Originality/Value – This research sought to enhance comprehensive comprehension of the intricate interplay among destination awareness, destination perception, destination image, and intention to travel, elucidating their collective influence on tourism decisions. Also, the research can fill existing gaps in the literature and provide valuable insights for refining destination marketing strategies, particularly focusing on ASEAN countries.
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