旅游信息对游客行为的影响——基于游客感知的旅游信息的实证研究

智慧旅游时代已经到来,在大数据信息化背景下,基于对整个旅游活动的思考,旅游信息在一次旅游活动中究竟起着怎样的作用值得深思。从心理学角度分析,信息与人的行为决策有着必然的相关性。结合心理学与旅游学的研究,通过实证研究,构建结构方程模型,分析旅游信息对游客行为决策的影响,加入中介变量旅游预期,以游客满意和游客态度为因变量,得出结论如下：（1）游客感知的旅游信息对游客预期和游客满意显著正相关,对游客态度相关性不显著,但对预期的影响最大。（2）当游客感知的信息情感偏向正面信息时,旅游信息的作用减弱;偏向负面信息时,旅游信息的作用则加强。最后就以上结论及其对旅游企业管理实践的意义进行了反思与总结。

The Impact of Tourism Information on Tourist Action

Information and people＇ s decision - making have a certain correlation in the psychology. And in the tourism, the first contact when tourists choose a travel destination is the tourism information. What is the role that the tourists＇ perceptive information act in a travel actually？ This research aims to analyze the interaction among tourism information, tourist expectation, tourist satisfaction and tourist attitude combinating the psychol- ogy＇ s and tourism~ researches. After taking some empirical analysis and building the construct of the theoreti- cal model, this study verified some theories. First of all, the tourists perceptive information is significantly re- lated to the tourist satisfaction and the tourist expectation, but has no significant correlation with the tourist at- titude, and the impact on the expectation is maximum; At the same time, the tourist expectation and the tour- ist satisfaction both are positively related to tourist attitude;In the end, when the tourists information emotion acknowledge more positive information before a trip, it will reduce the impact of tourism information. But more negative information, the impact of tourism information is strengthened.