Study On The Influence Of Literary Works On The Tourism Image Perception And Behavior Intention Of Qiaojia Courtyard Scenic Spot

Qiaojia compound,as a representative of Shanxi literary tourist attractions,with its excellent literary works,attracts more people to Qiaojia compound has tourism motivation,many tourists are looking forward to travel to Qiaojia compound,but Qiaojia compound did not bring literary works "to" tourists "stay".Due to the negative impact of neglect and other problems,the Ministry of Culture and Tourism downgraded the Qiaojia compound in 2019.The development of Qiaojia courtyard is in urgent need of transformation and upgrading,so it is urgent to sort out the impact of literary works on the image of Qiaojia courtyard as a tourist destination,and give reasonable play to the impact of literary works to revitalize Qiaojia courtyard.This paper will study the influence of the audience’s perception and behavior intention on the tourism image of Qiaojia Courtyard after viewing the related literary works.Based on this analysis,the influence degree of literary works on the tourism image of Qiaojia courtyard and the behavioral intention are analyzed,and the measures conducive to the development of Qiaojia courtyard are put forward.Firstly,through literature review,this paper will summarize the concept of literary tourism,the composition and influencing factors of tourism image and the influence on behavior intention,and build a theoretical research model of Qiaojia Courtyard tourism image.Secondly,it uses the method of content text analysis to process the network comments about Qiaojia Courtyard scenic spot collected through Ctrip website,and summarizes the measurement items of Qiaojia Courtyard tourist cognitive image.Because the measurement items of emotional image,overall image and behavioral intention have formed a unified standardized scale,this paper will directly cite;Finally,SPSS26.0 and AMOS23.0 software were used to analyze the questionnaire data,verify the assumed relationship among literary works,tourism images and behavioral intentions,and obtain the final research model.Finally,the following conclusions are drawn:(1)The tourism image of Qiaojia compound is divided into five dimensions;(2)Literary and artistic works have a positive and significant impact on the three dimensions of cognitive image,and the degree of impact from the largest to the smallest is tourism attraction,service and management,and tourism experience;(3)The influence of literary and artistic works on the overall image is indirectly influenced by cognitive image.The relationship between literary and artistic works and emotional image has not passed the test,so the influence of literary and artistic works on emotional image is not significant;(4)Cognitive image has positive influence on both emotional image and overall image;(5)The influence of literary and artistic works on the behavior intention of potential tourists can be direct or indirect through cognitive image and emotional image.The research results provide some suggestions for better shaping and promoting the tourism image of Qiaojia Compound,and provide some thinking enlightenment for the future development of Qiaojia compound tourism.