Purpose

The aim of this study was (1) to investigate the relationship between destination image (DI), destination personality (DP) and behavioral intention (BI) in the context of ski tourism and (2) especially the role of DP in the relationship between DI and BI among ski tourists.

Design/methodology/approach

We collected data using WJX.CN (N = 400) to test the hypothesized model. Confirmatory factor analysis (CFA) was used to examine the psychometric properties of the measurement model and partial least squares structural equation modeling (PLS-SEM) was used to test the hypotheses.

Findings

The results show that DI directly affects DP and partially affects BI, while DP directly affects ski tourists' BI. In addition, the indirect effect of DP between affective image and BI was significant, showing full mediation, and the indirect effect of DP between cognitive image and BI was significant, showing a partial mediation effect.

Originality/value

The findings enrich the ski tourism literature, contribute to the development of ski tourism in destination cities and the strategic marketing of ski resorts and provide recommendations for ski tourism researchers and marketers.

中文翻译：

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目的地个性在滑雪游客目的地形象与行为意向关系中的作用

 目的

本研究的目的是 (1) 调查滑雪旅游背景下目的地形象 (DI)、目的地个性 (DP) 和行为意图 (BI) 之间的关系，以及 (2) 特别是 DP 在三者关系中的作用滑雪游客中的 DI 和 BI。

设计/方法论/途径

我们使用WJX.CN（N = 400）收集数据来测试假设的模型。验证性因素分析（CFA）用于检查测量模型的心理测量特性，偏最小二乘结构方程模型（PLS-SEM）用于检验假设。

 发现

结果表明，DI直接影响DP并部分影响BI，而DP直接影响滑​​雪游客的BI。此外，DP在情感意象与BI之间的间接作用显着，呈现完全中介作用；DP在认知意象与BI之间的间接作用显着，呈现部分中介作用。

 原创性/价值

研究结果丰富了滑雪旅游文献，有助于目的地城市滑雪旅游的发展和滑雪场的战略营销，并为滑雪旅游研究人员和营销人员提供建议。