海南可持续目的地形象对目的地忠诚度的影响—
动机与满意度的中介作用

亲爱的参与者，

Dear respondents,


感谢您抽出时间参与本研究。本研究的主要目的是探讨目的地形象（包括文化、环境和社会经济维度）、旅游动机、旅游满意度与目的地忠诚度之间的关系。本研究是我在SEGi大学攻读博士学位的一部分要求。我将非常感激您能花几分钟时间填写问卷。请放心，所有收集的数据将仅用于学术和研究目的。您的参与完全是自愿的，所有回答将严格保密。作为感谢，完成整份问卷的参与者将分享本研究的部分结果。

Thank you for taking the time to participate in this research study. The primary aim of this study is to investigate the relationship between destination image (including cultural, environmental, and socioeconomic dimensions), tourist motivation, tourist satisfaction, and destination loyalty. This research is being conducted as part of the requirements for my PhD thesis at SEGi University. I would be grateful if you could take a few moments to complete the questionnaire. Please be assured that all data collected will be used exclusively for academic and research purposes. Your participation is entirely voluntary, and all responses will be treated with the utmost confidentiality. As a token of appreciation, partial results from this study will be shared with participants who complete the entire questionnaire.


如您有任何疑问或需要进一步的信息，请随时通过电话 +86-15091916608 或电子邮件 ossobuco@163.com 与我联系。

Should you have any questions or require further information, please feel free to contact me via phone at +86 15091916608 or by email at ossobuco@163.com.


再次感谢您抽出时间和合作。

Thank you once again for your time and cooperation.


此致，

Yours Sincerely,

高彦文

Gao Yanwen
管理学博士候选人

PhD Candidate in PhD (Management)
SEGi大学商学院

Faculty of Graduate School of Business, Segi University

A部分：筛选问题
请对以下问题回答“是”或“否”。谢谢。

Section A: Filter questions

Kindly respond with either 'Yes' or 'No' to the questions below. Thank you.

*
1. 您在2024年是否已满18周岁?

Are you aged 18 or above in 2024？

Yes
No
*
2. 您是否为非海南省常住人口?

Are you a non-resident of Hainan Province？

Yes
No
*
3. 过去五年（2021-2026年），您是否到访过海南？

Have you visited Hainan in the past five years (2021–2026)?

Yes
No

B部分：人口统计特征

请在适当的框内标记一个 'X' 以表示您的回答。谢谢。

Section B: Demographic profile

Please mark the appropriate box with an 'X' to indicate your response. Thank you.

*
1. 年龄 Age
18-29岁 18-29 years
30-39岁 30-39 years
40-49岁 40-49 years
50岁及以上 50 years and above
*
2. 性别 Gender
男 Male
女 Female
不愿透露 Prefer not to say
*
3. 教育水平 Educational level
高中 High school
大专 Diploma
本科 Undergraduate degree
研究生 Postgraduate degree
其他 Others
*
4. 婚姻状态&子女数量 Marital status & number of children
单身 Single
已婚，无子女 Married with no children
已婚，有1个子女 Married with 1 child
已婚，有2个及以上子女 Married with 2 or more
*
5. 当前职业/工作职位 Current occupation/work position
学生 Student
个体经营者 Self-employed
专业人士/管理人员 Professional/Managerial
政府雇员 Government employee
退休 Retired
其他 Others
*
6. 在海南的停留时间 Length of stay in Hainan
当日往返游客 Same-day visitor
过夜游客 Overnight visitor
*
7. 去三亚的次数 Number of trips to Sanya
第一次到访 1 time
2-3次 2-3 times
超过3次 More than 3 times
*
8. 去海南的主要目的 Main Purpose of visiting Hainan
度假/休闲 Vacation/leisure
商务/工作 Business/work
学术/研究 Academic/research
探亲访友 Visiting family/friends
其他 Others

C部分：旅游目的地社会形象

Section C: Social destination image 

(Ap & Crompton, 1998; Choi & Sirakaya, 2006;Seraphin et al., 2018)


请评估以下每个陈述在多大程度上准确反映了当前情况。请根据下方提供的评分标准，为每个陈述选择一个单一的数值以表示您的回答:

Please assess the degree to which each of the following statements accurately reflects the current situation. Indicate your response by selecting a single numerical value for each statement, using the scale provided below:

*
1. 本次旅行中，我感受到海南当地社区对游客的友好接纳。

During my visit, I felt socially welcomed by the local community in Hainan.

很不满意 Strongly Disagree
很满意 Strongly Agree
*
2. 海南当地社区氛围和谐友善。

The local communities in Hainan appeared harmonious and friendly.

很不满意 Strongly Disagree
很满意 Strongly Agree
*
3. 据我观察，海南当地居民生活质量良好、生活舒适。

Based on my observations, local residents appeared to enjoy a comfortable quality of life.

很不满意 Strongly Disagree
很满意 Strongly Agree
*
4. 海南的旅游发展与居民日常生活和谐共存。

Tourism development in Hainan appeared to coexist well with residents’ daily lives.

很不满意 Strongly Disagree
很满意 Strongly Agree
*
5. 海南是一座包容的旅游目的地，不同国籍、年龄、背景的游客都能受到平等欢迎。

Hainan appeared to be an inclusive destination where visitors of different nationalities, ages, and backgrounds are equally welcomed.

很不满意 Strongly Disagree
很满意 Strongly Agree
*
6. 在海南旅行期间，我感到安全、安心。

I felt personally safe and secure while traveling in Hainan.

很不满意 Strongly Disagree
很满意 Strongly Agree

D部分：旅游目的地文化形象

Section C: Cultural destination image 

(Echtner & Ritchie, 1993; Kusumah, 2024; Lee & Xue, 2020; UNESCO, 2003)


请评估以下每个陈述在多大程度上准确反映了当前情况。请根据下方提供的评分标准，为每个陈述选择一个单一的数值以表示您的回答:

Please assess the degree to which each of the following statements accurately reflects the current situation. Indicate your response by selecting a single numerical value for each statement, using the scale provided below:

*
1. 海南的文化节庆和活动体现了真实的地方传统。

Cultural festivals and events in Hainan appeared rooted in authentic local traditions.

很不满意 Strongly Disagree
很满意 Strongly Agree
*
2. 海南地方美食体现出鲜明的地域饮食特色。

The local cuisine in Hainan reflects distinctive regional food traditions.

很不满意 Strongly Disagree
很满意 Strongly Agree
*
3. 海南拥有区别于其他旅游目的地的独特文化标识。

Hainan has a unique cultural identity that distinguishes it from other destinations. 

很不满意 Strongly Disagree
很满意 Strongly Agree
*
4. 海南为游客提供了参与当地文化传统活动的机会。

Hainan provides opportunities for visitors to participate in local cultural traditions.

很不满意 Strongly Disagree
很满意 Strongly Agree
*
5. 我能明显看到海南在文化遗产保护方面所做的努力。

I observed visible efforts to preserve and protect Hainan's cultural heritage.

很不满意 Strongly Disagree
很满意 Strongly Agree
*
6. 海南当地手工艺品体现出真实的传统工艺特色。

Local arts and crafts in Hainan appear to reflect authentic artisan traditions.

很不满意 Strongly Disagree
很满意 Strongly Agree
*
7. 海南以尊重的方式展示了黎族、苗族等少数民族文化。

Hainan respectfully showcased its ethnic minority cultures (e.g., Li and Miao traditions).

很不满意 Strongly Disagree
很满意 Strongly Agree
E部分:旅游目的地环境形象
Section D: Environmental destination image 
(Echtner & Ritchie, 1993; Kusumah, 2024; Lee & Xue, 2020)

请评估以下每个陈述在多大程度上准确反映了当前情况。请根据下方提供的评分标准，为每个陈述选择一个单一的数值以表示您的回答:
Please assess the degree to which each of the following statements accurately reflects the current situation. Indicate your response by selecting a single numerical value for each statement, using the scale provided below:
*
1. 我在海南期间，当地环境整洁、维护良好。

Hainan appeared clean and well-maintained during my visit.

很不满意 Strongly Disagree
很满意 Strongly Agree
*
2. 海南的自然景观与生态环境得到良好保护。

The natural scenery and landscapes in Hainan appeared well preserved.

很不满意 Strongly Disagree
很满意 Strongly Agree
*
3. 我到访过的海南水域（如海滩、河流等）水质洁净。

The water environments I visited in Hainan (e.g., beaches, rivers) appeared clean.

很不满意 Strongly Disagree
很满意 Strongly Agree
*
4. 海南的空气质量清新洁净。

The air quality in Hainan felt clean and fresh.

很不满意 Strongly Disagree
很满意 Strongly Agree
*
5. 我能明显看到海南在自然生态保护方面所做的努力。

I noticed visible efforts toward nature conservation in Hainan.

很不满意 Strongly Disagree
很满意 Strongly Agree
*
6. 我注意到海南推行了环保举措（如垃圾分类回收、绿色交通等）。

I noticed environmentally responsible practices (e.g., recycling bins, green transport options) in Hainan.

很不满意 Strongly Disagree
很满意 Strongly Agree

F部分：旅游目的地形象 - 经济形象

Section E: Economic destination image 

(Echtner & Ritchie, 1993; Kusumah, 2024; Lee & Xue, 2020)


请评估以下每个陈述在多大程度上准确反映了当前情况。请根据下方提供的评分标准，为每个陈述选择一个单一的数值以表示您的回答:

Please assess the degree to which each of the following statements accurately reflects the current situation. Indicate your response by selecting a single numerical value for each statement, using the scale provided below:

*
1. 海南旅游景点与设施的可达性高 。

Hainan offered good value for money compared to similar destinations.

很不满意 Strongly Disagree
很满意 Strongly Agree
*
2. 海南公共交通价格合理、对游客便捷可达。

Public transportation in Hainan was affordable and accessible for tourists.

很不满意 Strongly Disagree
很满意 Strongly Agree
*
3. 海南旅游相关基础设施（道路、设施、标识等）完善充足。

Tourism-related infrastructure in Hainan (e.g., roads, facilities, signage) appeared well-developed and adequate.

很不满意 Strongly Disagree
很满意 Strongly Agree
*
4. 旅游业对海南地方经济具有积极贡献。

Tourism appears to contribute positively to Hainan's local economy.

很不满意 Strongly Disagree
很满意 Strongly Agree
*
5. 海南本地企业与居民从旅游发展中受益。

Locally-owned businesses and residents appear to benefit from tourism in Hainan.

很不满意 Strongly Disagree
很满意 Strongly Agree
*
6. 海南商品与服务价格合理、标价清晰。

Prices for goods and services in Hainan felt reasonable and clearly communicated.

很不满意 Strongly Disagree
很满意 Strongly Agree

G部分：旅游动机

Section F: Tourist motivation 

(Cain et al., 2016; Kitajima et al., 2012; Lin, 2013)


请评估以下每个陈述在多大程度上准确反映了当前情况。请根据下方提供的评分标准，为每个陈述选择一个单一的数值以表示您的回答:

Please assess the degree to which each of the following statements accurately reflects the current situation. Indicate your response by selecting a single numerical value for each statement, using the scale provided below:

*
1. 此次海南之行旨在暂时摆脱日常工作与生活节奏。
Visiting Hainan enables me to temporarily escape from my daily routine.
很不满意 Strongly Disagree
很满意 Strongly Agree
*
2. 此次海南之行旨在与家人或朋友共度高质量时光。
Visiting Hainan allows me to spend quality time with my family or friends.
很不满意 Strongly Disagree
很满意 Strongly Agree
*
3. 此次海南之行旨在于舒适环境中休息与放松。
Visiting Hainan enables me to rest and relax in a comfortable environment.
很不满意 Strongly Disagree
很满意 Strongly Agree
*
4. 此次海南之行旨在获取新知识并拓展视野。
Visiting Hainan allows me to acquire new knowledge and broaden my perspective.
很不满意 Strongly Disagree
很满意 Strongly Agree
*
5. 此次海南之行旨在享受海南的热带气候与自然环境。
Visiting Hainan allows me to enjoy its tropical climate and natural environment.
很不满意 Strongly Disagree
很满意 Strongly Agree
*
6. 此次海南之行旨在体验不同于日常生活环境的新事物。
Visiting Hainan provides opportunities to experience something new and different from my usual surroundings.
很不满意 Strongly Disagree
很满意 Strongly Agree
*
7. 此次海南之行旨在体验海南独特的文化、美食及地方生活方式。
Visiting Hainan enables me to explore its unique culture, cuisine, and local way of life.
很不满意 Strongly Disagree
很满意 Strongly Agree
*
8. 此次海南之行旨在通过积极的旅行体验提升健康与整体身心福祉。
Visiting Hainan contributes to improving my health and well-being through an active travel experience.
很不满意 Strongly Disagree
很满意 Strongly Agree

H部分：旅游满意度

Section G: Tourist satisfaction 

(Yoon & Uysal, 2005)


请评估以下每个陈述在多大程度上准确反映了当前情况。请根据下方提供的评分标准，为每个陈述选择一个单一的数值以表示您的回答:

Please assess the degree to which each of the following statements accurately reflects the current situation. Indicate your response by selecting a single numerical value for each statement, using the scale provided below:

*
1. 总体而言，我对本次海南之行感到满意。

Overall, I am satisfied with my visit to Hainan.

很不满意 Strongly Disagree
很满意 Strongly Agree
*
2. 我在海南拥有愉快的旅行体验。

I had enjoyable experiences while traveling in Hainan.

很不满意 Strongly Disagree
很满意 Strongly Agree
*
3. 本次海南之行达到了我的预期。

My visit to Hainan met my expectations.

很不满意 Strongly Disagree
很满意 Strongly Agree
*
4. 此次海南之旅物有所值。

My trip to Hainan was worth the time and money I spent.

很不满意 Strongly Disagree
很满意 Strongly Agree
*
5. 我对海南整体服务质量感到满意。

I am satisfied with the overall quality of services I received in Hainan.

很不满意 Strongly Disagree
很满意 Strongly Agree

I部分：旅游目的地忠诚度

Section H: Tourist destination loyalty 

(Wu, 2016)


请评估以下每个陈述在多大程度上准确反映了当前情况。请根据下方提供的评分标准，为每个陈述选择一个单一的数值以表示您的回答:

Please assess the degree to which each of the following statements accurately reflects the current situation. Indicate your response by selecting a single numerical value for each statement, using the scale provided below:

*
1. 我未来有重游海南的意愿。

I intend to revisit Hainan in the future.

很不满意 Strongly Disagree
很满意 Strongly Agree
*
2. 我愿意向亲友推荐海南。

I would recommend Hainan to my friends and relatives.

很不满意 Strongly Disagree
很满意 Strongly Agree
*
3. 我愿意向他人正面评价海南。

I would speak positively about Hainan to others.

很不满意 Strongly Disagree
很满意 Strongly Agree
*
4. 下次出行，我会优先选择海南而非同类目的地。

I would choose Hainan over other similar destinations for my next trip.

很不满意 Strongly Disagree
很满意 Strongly Agree
*
5. 即使旅行费用略高于预期，我仍愿意再次前往海南。

I would visit Hainan again even if travel costs were somewhat higher than expected.

很不满意 Strongly Disagree
很满意 Strongly Agree
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