中文摘要：

本文借鉴较为成熟的量表,结合专家与游客访谈,拟定测量变量及其项目。通过对西安市主要旅游景区（点）和酒店游客的问卷调查,获取相关的数据,进而运用SEM方法,拟构建目的地形象认知、情感形象、感知成本以及满意度（总体形象）组合的城市旅游形象影响路径的理论模型。根据多元回归分析结果,建立具有测量意义的路径关系。研究表明游客对西安城市旅游形象的评价影响有五条显著路径,其中形象认知对总体形象、情感形象和感知成本均有正向影响,但显著性差异不大,特别是对感知成本和总体形象影响较弱;情感形象对感知成本和总体形象有显著的正向影响;感知成本对总体形象有显著的正向影响。本研究部分印证了前期相关研究结论,但也反映出文化旅游城市形象影响路径的独特性。

英文摘要：

Along with the globalization of economy and society, the homogenization in the construction of modern cities leads to a decrease in the tourist cognition of the urban tourism destination. Building a unique and impressive urban tourism image which attracts more tourists has been put on the local governments and tourism enterprises＇ agenda. The domestic and foreign research on conceptual models of the tourism image has laid a solid theoretical foundation for the studies on influencing factors, paths and quantitative measurements of urban tourism image. However, most of the research stays on the level of theoretical construction while a practical and systematic analysis of a specific city is still lacking very much. In this article, classical scales and interviews with experts and tourists are used to study out the measured variables. Considering its long history in tourism development, distinctive characteristics of the cultural tourism resources and high speed in the tourism transformation and upgrading, this article takes Xi＇an city as the destination for a case study. By conducting a questionnaire survey among tourists in the main tourist attractions of Xi＇an city and adopting the method of structural equation model, a theoretical model for the influencing path of urban tourism image combined with destination image, emotional image, perceived cost and satisfaction are finally constructed. Five paths are significant among the effect paths of the tourists＇ satisfaction evaluation of the urban tourism image in Xi＇an city. Image cognition has a positive correlation with satisfaction, emotional image and perceived cost, but not obvious, especially with perceived cost and satisfaction, while Emotional image has a positive significant correlation with perceived cost and satisfaction. Perceived cost effects on satisfaction positively significant.