Yang Shaohua, Isa Salmi Mohd, Yao Yiyue, Xia Jinyuan, Liu Danping
School of Business, Anhui University of Technology, Maanshan, China.
Graduate School of Business, Universiti Sains Malaysia, Penang, Malaysia.
Front Psychol. 2022 Aug 2;13:935814. doi: 10.3389/fpsyg.2022.935814. eCollection 2022.
Destination image is essential to tourists' loyalty and has been discussed in length among researchers and marketers in the tourism industry for decades. Based on a literature review, the destination image model, including cognitive image, affective image, and conative image, has been firmly established as an acceptable means to gain an understanding of tourists' behavior toward revisiting and recommendations. The understanding of the moderating role of cultural constructs is still unclear, especially in cross-cultural travel behavior. Therefore, this conceptual paper proposes an integrated model of cognitive-affective-conative image that includes the constructs of individualism and uncertainty avoidance. Based on the underpinning theories and empirical studies, this paper proposes affective image potentially mediates the correlation between cognitive image and conative image. This model also incorporated individualism and uncertainty as potential moderating effects between affective image and conative image. By integrating individualism and uncertainty avoidance into the theoretical model from the perspective of tourism, this paper contributes to a more comprehensive understanding of the influence of travel behavior on emerging tourism marketing.
目的地形象对游客忠诚度至关重要，几十年来一直是旅游业研究人员和营销人员深入探讨的话题。基于文献综述，包括认知形象、情感形象和意动形象在内的目的地形象模型已被牢固确立为一种可接受的手段，用于理解游客的重游行为和推荐行为。对文化建构的调节作用的理解仍不明确，尤其是在跨文化旅游行为方面。因此，这篇概念性论文提出了一个认知-情感-意动形象的综合模型，其中包括个人主义和不确定性规避的构念。基于相关基础理论和实证研究，本文提出情感形象可能在认知形象和意动形象之间起中介作用。该模型还将个人主义和不确定性作为情感形象和意动形象之间潜在的调节效应。通过从旅游视角将个人主义和不确定性规避纳入理论模型，本文有助于更全面地理解旅游行为对新兴旅游营销的影响。
