异地展览会推广对城市形象与旅游意愿的影响——以活力澳门推广周为例

游客旅游后的城市形象和重游意愿的研究较多，却忽视了在旅游前对城市形象和旅游意愿的研究，本文尝试建立旅游前的异地展览会推广对城市形象与旅游意愿影响的模型。以“活力澳门推广周-长沙站”为研究样本，采用以非随机抽样的方式收集到393份有效问卷并进行分析。研究发现异地展览会对城市形象及旅游意愿具有显著正向影响，旅游前的城市形象对旅游意愿具有显著正向影响，而异地展览推广在城市形象与旅游意愿间存在着显著中介效应。因而，异地展览提供给人们对城市形象另一种了解认知的方式，成为影响人们旅游决策的因素之一，对城市形象和旅游推广起到重要作用。

Impact of off-site exhibitions promotion on city image and travel intentions——A case of Dynamic Vitality Promotion Week

Previous studies mainly focused on city image after tourist visit and intention to revisit, but neglected the study of city image and tourism intention before tourism. We first developed a concept model about off-site exhibition before tourism to analyze the influence between the city image and travel intention. We chose Vitality Macau Promotion Week hosted in Changsha city as a sample of off-cite exhibition and collected total of 393 valid questionnaires with a non-random survey. The results were that off-site exhibition has a significant positive effect on city image and travel intention respectively. City image has a significant positive effect on travel intention, where off-site exhibition has a significant mediator effect within city image and travel intention. An implication is that off-site exhibition can be one of variables effecting tourist’s decision and be used for enhancement of city image and travel intention as a promotion tool for those exhibition originators.