基于游客感知构建旅游地意象的测量模型：以海南岛为例

Nowadays, the tourism destination image (TDI) literature is seen to have many problems such that there has been a lack of unified theoretical framework within which TDI could be conceptualized and measured in a more complete and consistent manner. In addition, many existing TDI measurement models do not exhibit acceptable psychometric properties (e.g., construct's reliability and validity,goodness-of-fit, among others). These could run the TDI literature into the risk of being atheoretical and nonscientific. They could also call the practical values of TDI findings into questions. TDI in the context of Hainan Island, China is also not exempt from these problems. The objectives of this project are therefore two-fold. One is to develop, from the perspective of visitors' perceptions, an integrative TDI theoretical measurement model, which organically unifies TDI different components such as cognitive, affective, behavioral, overall, facet, psychological, functional, unique, common images, among others. These components as well as their factor structures are often scattered in different theories and empirical TDI works. The other is to validate the new theoretical model, using datum collected from existing visitors on Hainan Island, China. Largely, the present study will employ quantitative techniques to analyze the datum; but some qualitative techniques will also be used. Other research methods include both exploratory and confirmatory factor analyses, structural equation modeling,cross-validations of factor structures using split samples, among others. Significant theoretical progress will be made in this project because the TDI construct is conceptualized in a more comprehensive manner and is much easier to be operationalized and measured. For example, this study measures not only common cognitive TDI factors, but also unique cognitive TDI factors. Further,factors such as unique congnition-functional,unique cognitive-psychological,as well as other unique cognitive factors will also be explored in this study. The congnitive factors will be exploratorily based on, but not limited to, both Chinese and English literature. Such innovative efforts enable this study to capture TDI dynamics in a more comprehensive and sound manner than what has been known in the literature. In addition, it is very much likely that the newly validated TDI measurement model will exhibit acceptable and excellent psychometric properties. As such, the new TDI measurement model could enable practitioners, marketers, and administers to better under TDI phenomenon and to better develop diagnostic and intervention packages for managing and marketing TDI in a given context. In short, the findings and conclusions of this study will have beneficial effects on TDI in general, and Hainan's TDI in particular.

旅游地意象(简称TDI)研究领域目前就测量TDI而言存在片面、散乱、缺乏统一理论做指导、以及测量模型的心理计量性能往往不达标等难题。这导致人们质疑TDI研究成果的科学性和应用价值。本项目因此确立两个研究目标。第一，从游客感知视角在理论上构建TDI测量模型；该模型有机整合了TDI认知、情感、构面、整体以及行为等构件。第二，以游客对海南旅游地感知为例，实证上述TDI测量的理论模型。实证数据来源于到访海南岛的现实游客。本项目研究方法以定量为主，定性为辅；同时还采用因素分析以及结构方程等方法。本项目在理论上克服了单个TDI流派存在的片面性或缺乏可操作性之类的弊端，实质性地将TDI构成及其测量理论往前推进了一步。本项目TDI测量表非常有可能具有优秀的心理计量性能，从而有利于我国各级有关部门认识、驾驭和掌控海南旅游目的地在游客心目中的形象。该项目研究成果将对海南以外的旅游地意象测量也有参考和借鉴价值。

旅游地意象(Tourism destination image,简称TDI )研究领域目前就测量TDI而言存在片面、散乱、缺乏统一理论做指导、以及测量模型的心理计量性能往往不达标等难题。这导致人们质疑TDI研究成果的科学性和应用价值。本项目因此确立了两个研究目标。第一，从游客感知视角在理论上构建TDI测量模型；该模型有机整合了TDI认知、情感、构面、整体以及行为等构件。第二，以游客对海南旅游地感知为例，实证上述TDI测量的理论模型。本项目研究方法以定量为主，定性为辅；同时还采用因素分析以及结构方程等方法。定量研究阶段的实证数据是基于2013年来源于到访海南岛的现实游客。3361位游客有效填写了调查问卷，这就是本研究的总体样本库。然后，从这个数据库中随机抽取出了两个独立的研究样本，每个样本各有955名游客。 本研究的总体测量模型正是基于这两个独立样本进行实证检验的。本项目在理论上克服了单个TDI流派存在的片面性或缺乏可操作性之类的弊端，实质性地将TDI构成及其测量理论往前推进了一步。本项目TDI测量模型展示出了优秀的的心理计量性能。研究结果的运用会对旅游地意象研究、旅游地可持续发展起到有效的促进作用和帮助作用；本研究结果不但有利于海南各级旅游管理部门认识、驾驭和掌控旅游目的地在游客心目中的形象，而且结果还对海南以外的旅游地意象测量也有参考和借鉴价值。