来源国形象与旅游目的地形象交叉研究述评

摘要

来源国形象与旅游目的地形象一直以来是两个相对独立、平行的研究领域。作为长期以来的热门概念，旅游目的地形象一直是旅游研究的焦点。对于来源国形象来说，从解释消费者行为到指导国际营销，来源国形象一直是营销学研究的主流领域。从理论基础来看，来源国形象与旅游目的地形象均是基于心理学的态度理论作为解释基础，且两个构念在很大程度上具有相似性和关联性。文章在对当前国内外学者关于来源国形象与旅游目的地形象交叉研究的相关文献的基础上，梳理该交叉研究领域的文献发展脉络，对归纳出的三种研究类型进行评价，并对该交叉领域未来的研究方向进行展望。%Country of origin image and travel destination image are two relatively independent as well as paralleled research fields.As the popular concept of tourism research,travel destination image has been the research focus in this field.As for country of origin image,from explaining the consumers’behavior to guiding the international marketing,it is the mainstream field in mar-keting research.Country of origin image and travel destination image are based on the attitude theory.To a large degree,these two constructs are similar and overlapped.This paper reviews the current literature related to integrate both the constructs of country of origin image and travel destination image includes the similarities and differences,interaction relationship and their main effects on product preference and destination intention.This paper also summarizes the evaluation of three types of researches and provides some recommendations for future research integrating both of country of origin image and travel destination image.