旅游目的地形象与目的地感知吸引力关系——以厦门市为例

为明确目的地形象的细分维度与目的地感知吸引力的关系，以厦门市为例，基于问卷调查，利用Logistic回归模型实证研究认知形象、情感形象、总体形象对目的地感知吸引力的影响。结果表明：1）目的地品牌、自然和文化2个认知形象因子对目的地感知吸引力有显著正向影响，休闲娱乐和接待环境2个认知形象因子对目的地感知吸引力没有显著正向影响；2）情感形象、总体形象对目的地感知吸引力皆有显著正向影响；3）情感形象对目的地感知吸引力的影响大于认知形象对目的地感知吸引力的影响。

Relationship between Destination Image and Destination Perceived Attractiveness:A Case Study of Xiamen Based on Logistic Regression Model

Understanding destination perceived attractiveness and their influencing factors has important implications for enhancing attractiveness of tourist destination and market competitiveness. In order to identify the relationship between dimensions of destination image and destination perceived attractiveness, taking Xiamen City as an example, this study empirically examines the effects of 4 cognitive image factors, effective image, and overall image on destination perceived attractiveness by logistic regression model using data obtained from a visitor questionnaire survey with 563 valid questionnaires. The results show that: Firstly, destination brand, nature and culture have significant positive effects on destination perceived attractiveness, while entertainment and reception environment do not have. Secondly, both effective image and overall image have significant positive effects on destination perceived attractiveness. Thirdly, effective image has much stronger effects on destination perceived attractiveness than cognitive image. The study results would help to provide guidance for enhancing attractiveness of tourist destination from the angle of destination image.