[目的] 乡村旅游形象是提升乡村旅游竞争力和实现乡村旅游目的地营销的有效途径.发展乡村旅游对拓展农业功能、调整农村产业结构、建设现代农业具有重要的作用,对培育新型农民、促进城乡统筹、实现乡村可持续发展有重要意义.[方法] 选取合肥大圩镇为案例地,基于一手调查数据,在文献梳理的基础上,运用因子分析和结构方程模型方法,构建城郊型乡村旅游地游客感知形象与行为意向关系概念模型,探索并验证了游客感知形象维度与结构,并深入分析各形象维度及以旅游体验和满意度为中介变量对行为意向影响的内在机理与关联特征,从而为提升乡村旅游地形象,实现乡村人地关系和谐共生提供借鉴.[结果] 城郊型乡村旅游地游客感知形象包含乡土文化与氛围感知、乡村环境与设施感知、乡村产品与服务感知、乡村景观与建筑感知4个维度;各维度对旅游体验影响路径系数分别为0.25、0.17、0.38、0.25,对满意度影响路径系数分别为0.34、0.17、0.25、0,对行为意向影响的路径系数分别为0.25、0、0.15、0,旅游体验和满意度对行为意向影响路径系数分别为0.17、0.63,旅游体验对满意度影响路径系数为0.49.[结论] 各变量影响路径系数并不相同,乡土文化与氛围感知和乡村产品与服务感知维度对旅游体验、满意度和行为意向的影响高于其他维度,旅游体验和满意度作为中介变量间接影响行为意向,旅游体验以满意度为中介变量显著、正向影响行为意向.应加大重视乡土文化与氛围感知和乡村产品与服务感知对乡村旅游形象提升的作用,注重挖掘乡村本土文化资源优势、传承乡村传统文化,创新乡村旅游产品和优化乡村旅游服务质量,进而有效提升乡村旅游游客满意度.%Rural tourism image is an effective way to improve rural tourism competitiveness and realize rural tourism destination marketing. The development of rural tourism plays an important role in expanding the agricultur-al functions,adjusting the rural industrial structure and building modern agriculture. It also has great significance for cultivating new farmers,promoting the overall planning of urban and rural areas, and realizing the sustainable development of rural areas. Based on the first-hand survey data and literature review,by the method of factor a-nalysis and structural equation model,taking Dawei town of Hefei city as a case study,this paper constructed sub-urban rural tourism concept between tourists′ perception image and behavioral intention model, explored the per-ceived image dimensions and structure, in-depth analyzed the internal mechanism and correlation characteristics of various dimensions of the image on behavioral intention, with tourism experience and satisfaction as mediating variables. The results showed that tourists′ perception image in suburban rural tourism destinations contained four dimensions:perception of local culture and atmosphere, perception of rural environment and facilities, perception of rural products and services,and perception of rural landscape and architecture. The influence path coefficients of various dimensions on tourism experience were 0.25,0.17,0.38 and 0.25;the influence path coefficients on sat-isfaction were 0.34,0.17,0.25 and 0;the influence path coefficients on behavioral intention were 0.25,0,0.15 and 0. The influence path coefficients of tourism experience and satisfaction on behavior intention were 0.17 and 0. 63;the influence path coefficient of tourism experience on satisfaction was 0.49. The perception of local culture, and rural products and services had high influences on tourism experience, satisfaction, and behavioral intention. Tourism experience and satisfaction,as the intermediary variables,indirectly affected behavioral intention. Tourism experience,with satisfaction as the intermediary variable,had significant positive impact on behavioral intention. It should pay more attention to the role of local culture and atmosphere and rural products and services in promoting the image of rural tourism. It put forward some suggestions to effectively improve the satisfaction of rural tourists, such as exploring the advantages of rural local cultural resources,inheriting the traditional rural culture,innovating rural tourism products and optimizing the quality of rural tourism service.
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