中文摘要：

世界遗产地形象对区域旅游发展具有不可替代的重要作用，游客对于遗产地形象的认知、对于游览遗产地的满意程度，将有助于提高遗产地的知名度、美誉度，培养旅游者对遗产地的忠诚度。本文以中国安徽宏村为研究对象，采用国外三维耦合结构的形象测量模型，分别建立由“功能型”、“混合型”和“心理型”构成的旅游者对目的地形象感知，通过抽样数据验证了量表的信度和效度，并运用多因素回归方程验证了旅游者对目的地形象感知对于重游决策意向的影响，旨在提出世界遗产地开发建设和保护的相应政策建议。

英文摘要：

The perceived image of World heritage sites is irreplaceably important for regional tourism development .Visi-tor′s awareness to the image of heritage and satisfaction will help to improve heritage sits ′visibility and reputation and bring up tourist′s loyalty to heritage sites.This paper analyses the cognitive component of the image of a destination which is one of the Chinese World heritages Hongcun based on functional -psychological continuum.By verifying the re-liability and validity of the scale by sampling data , the paper verifies the influence of the tourists′perceived intentions on revisit decisions using multivariate regression equation aiming at putting forwards the corresponding strategy of developing and protecting the world heritage .