网红打卡目的地旅游感知与游后行为意向研究——以合肥罍街为例

Research on Travel Perception and Post-Tour Behavior Intention of Internet Celebrities Check-in Destinations—Taking Hefei Lei Street as an Example

摘要: 随着文旅融合的不断加深，到网红打卡地进行拍照打卡逐渐成为一种趋势。文章以合肥罍街休闲街区为案例地，运用网络文本分析法和调查问卷法，对游客感知形象与满意度、行为意向之间的关系假设进行了构建并验证。该模型说明核心吸引物感知、配套设施感知和文化氛围感知作为自变量目的地感知形象的三个维度，可通过对中介变量游客满意度产生正面影响，进而对因变量游后行为意向产生正面影响。

Abstract: With the deepening of cultural and tourism integration, various Internet celebrity check-in places continue to emerge. It has gradually become a trend to go to the Internet celebrity check-in place to take photos. Taking Hefei Leijie Leisure Street as a case, this paper uses network text analysis and questionnaire method to construct and verify the hypothesis of the relationship between tourists’ perceived image, satisfaction and behavioral intention. This model shows that the perception of core attractants, the perception of supporting facilities and the perception of cultural atmosphere as the three dimensions of the perceived image of independent variable destinations can have a positive impact on the visitor satisfaction of the mediation variable, and then have a positive impact on the behavior intention of the dependent variable after travel.