Duan Xialei, Lai Ivan Ka Wai
Faculty of International Tourism and Management, City University of Macau, Macao, Macao SAR, China.
Front Psychol. 2022 Aug 5;13:975025. doi: 10.3389/fpsyg.2022.975025. eCollection 2022.
Many governments promote the concept of multi-destination tourism to attract foreign visitors to stay longer in a region. This study constructs a higher-order multi-destination image model to examine how the unique cognitive images of Hong Kong, Macau, and Guangzhou collectively constitute the overall cognitive image of China's Greater Bay Area (GBA). Then, it further examines how this overall cognitive image builds affective, overall, and conative images of the GBA. The results of an online survey of non-Chinese tourists from Guinea, Japan, New Zealand, United Kingdom, and United States show that cognitive images of three cities in the GBA take different weighting in constructing the overall cognitive image of the GBA. The overall cognitive destination image significantly influences the formation of the affective, overall, and conative images of the GBA region. For constructing the conative image, the affective image shows the greatest impact, overall cognitive image follows; the impact of the overall image is less. This study proposes theoretical implications for future regional tourism studies. Practical recommendations are also proposed.
许多政府推广多目的地旅游的概念，以吸引外国游客在一个地区停留更长时间。本研究构建了一个高阶多目的地形象模型，以考察香港、澳门和广州独特的认知形象如何共同构成中国大湾区的整体认知形象。然后，进一步考察这一整体认知形象如何构建大湾区的情感形象、整体形象和意动形象。对来自几内亚、日本、新西兰、英国和美国的非中国游客进行的在线调查结果显示，大湾区三个城市的认知形象在构建大湾区整体认知形象时具有不同的权重。整体认知目的地形象显著影响大湾区地区情感形象、整体形象和意动形象的形成。对于构建意动形象，情感形象的影响最大，其次是整体认知形象；整体形象的影响较小。本研究为未来的区域旅游研究提出了理论启示。同时也提出了实践建议。
