ABSTRACT

Drawing on integrated concepts of marketing strategy and destination image, this study proposes and develops a model of antecedent and consequence behaviour for sustainable tourism. A survey of 505 tourists was conducted. In the antecedent model, perceived risk may indirectly affect travel behaviour through psychological involvement and destination image. In the consequence model, we found that marketing strategy was related to increased destination impression and thus enhanced sustainable tourism intention. Specifically, it is not surprising that in a big data environment, new technology sharing may also enhance the positive evaluation of destinations that encourage sustainable behaviour.

摘要

本研究利用营销策略和目的地形象的综合概念，提出并开发了可持续旅游的前因和后果行为模型。对 505 名游客进行了调查。在前因模型中，感知风险可能通过心理卷入和目的地形象间接影响出行行为。在后果模型中，我们发现营销策略与增加目的地印象相关，从而增强可持续旅游意向。具体而言，在大数据环境中，新技术共享也可能增强对鼓励可持续行为的目的地的积极评价，这并不奇怪。