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中文摘要：
本文在埃赫特纳与里奇划分出旅游认知形象内在属性的基础上，以西安欧美旅游者为例，运用结构方程模型对三种属性与旅游地整体形象、重游意愿和推荐意愿之间的影响关系进行实证研究。研究结果显示：①混合性属性对旅游地整体形象影响最大；②心理性属性对旅游者重游意愿的影响程度大，混合性属性、功能性属性对旅游者推荐意愿的影响显著；（爹旅游地整体形象对重游意愿比对推荐意愿的影响程度高。研究成果在理论上拓宽了旅游地形象研究的体系，同时对指导西安市进行形象塑造推广、产品开发和市场营销具有一定的实践价值。
英文摘要：
Tourism Destination Image is the most critical factor in attracting tourists, and competition among tourism destinations is mainly competition of image. In the context of building an international metropolis and world-class tourist destination, the international tourism image research of Xi＇an is valuable and meaningful. With tourists from Europe and United States in Xi＇an as the study case, the cognitive image was divided into functional, mixed and psychological dimension by Echtner ＆ Ritchie in this paper. On this basis, the paper deeply explored the impact of functional-psychological continuum in the cognitive image on tourists＇ willingness of revisit and recommendation by SEM. The conclusions can help managers to clarify the structure of tourism attributes and levels, thus having great significance for other tourism destinations in our country. The results show that： 1） The mixed components exert the greatest influence on the overall image of a destination, which indicates that the formation of the overall image is not decided by functional properties or psychological attributes alone, but mainly relies on both functional and psychological transitions of various mixed indicators; 2） The psychological component is relevant to revisit intention, while the mixed component and functional component are related to the intention of recommendation. In terms of the tourists＇ behaviors after the trip, the mixed and psychological components are stronger than functional one; 3） The overall image plays a significantly positive role in promoting the willingness of revisit and recommendation and the overall image exerts greater influence on the willingness of revisit than on that of recommendation. The study results are of great importance to the managers of travel destinations and researchers interested in studying the tourism destination image and visitors＇ behaviors.
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