体育旅游目的地形象对体育旅游行为意愿的影响：感知价值与心理距离的中介与调节效应

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中图分类号：G806 文献标识码：A 文章编号:1009-9840(2026)02-0009-08

Impact of Sports Tourism Destination Image on the Intention to Engage in Sports Tourism: Mediating and Moderating Effects of Perceived Value and Psychological Distance

JIANG Ruiqian ,SONG Xiaoxiu (Wuhan Sports University，Wuhan 43OOOO，Hubei，China)

Abstract: Objective: To explore the influence mechanism of sports tourism destination image on tourists' behavioral intentions. Methods : Based on the S-O-R theory，a questionnaire survey was conducted among 418 sports tourists， and structural equation modeling was employed for data analysis. Results:Cognitive and affective images exhibit " structural asymmetry" in sports tourism decision-making， with psychological distance serving a dual role as a " transformation mechanism". Cognitive image exerts both direct and indirect positive effects on behavioral intention， while afctive image demonstrates no direct efct but influences indirectly through perceived value and psychological distance. Psychological distance acts as a partial mediator, negatively moderating the relationship between perceived value and behavioral intention. Conclusion :Destination managers should adhere to the principle of " cognition-first" in image shaping，while balancing " distance perception" to enhance communication value. By reducing tourists‘ psychological distance， the conversion effciency of behavioral intention can be improved.

Key words :sports tourism destination; destination image; behavioral intention; psychological distance; perceived value

进人新发展阶段，满足人民对美好生活的向往成为经济社会发展的核心旨归。（剩余17334字）