【摘要】 当地居民是旅游目的地形象传播的重要受众之一,其对所在地旅游形象的感知直接影响居民旅游支持行为,并关系到游客在目的地的消费行为及体验。以海南省琼中县什寒村为例,文章运用扎根理论方法,通过实地深度访谈获得村民对该村作为"最美中国乡村"这一旅游形象感知的相关资料,探索当地村民对民族村寨旅游形象感知及其影响效应,最终目的是为更好地发挥当地居民在旅游目的地营销中的作用提供理论依据,以促进民族村寨旅游和谐发展。研究表明:(1)居民对所在地旅游形象的感知由资源属性形象和市场绩效形象两大维度构成;(2)居民对所在地旅游形象的市场绩效感知会影响到其资源属性的感知;(3)居民对所在地旅游形象的感知会形成实用合理性和社会合理性两种判断,并分别产生依赖和认同两种态度,进而影响其对所在地旅游发展支持行为。更多还原

【Abstract】 The residents are important audience during the communicating of tourism destination image.The residents’ perception to their native tourism image will lead to their support to the native tourism,and affect he tourist behavior and experience in the destination.Taking Shihan Village in Qiongzhong county of Hainan Province for example,the study obtains relevant information of the perception and attitude to the village as "the most beautiful rural China" through field interviews with the villagers,and analyses the interview data by means of the Grounded Theory,trying to build a model of the formation and impaction mechanism of residents perception to the destination image.The study has shown that:(1)the local residents’ perception of tourism image is composed of two dimensions,including the resource property image and market performance image;(2)the residents’ perception of market performance can affects the perception of its resource properties;(3)the residents’ perception of native tourism image will bring about two kinds of judgments,reasonable rationality and practical rationality,and will form two attitudes,dependence and recognition,thus can influent their action of support.更多还原