| With the rapid development of tourism industries nowadays,more and more researchers have paid attention to tourist behaviors.The recommendation and consumption behaviors of tourists will have positive effect to tourism destinations development.And the factors which affect tourist behaviors not only include tourism destination image,but also include perceived value and satisfaction/dissatisfaction. According to prior research,it needed to do further research on the effect of tourism destination image on tourist behaviors in-depth.From the tourism destination image perspective,this study proposed a series of hypotheses and two competitive theoretical models based on summarized progesses and insufficiencies of previous researches.Following the logical ways of "tourism destination image→satisfaction/dissatisfaction→behaviors intentions" and "tourism destination image→perceived value→satisfaction/dissatisfaction→behaviors intentions",and multi-statistical softwares such as SPSS11.5 & AMOS7.0 were used to analysis datum which acquired through questionnaires,then tested the theoretical models.The purpose of this research is to explore the direct effects of image factors on satisfaction/dissatisfaction & behavior intentions and the effects of image factors on satisfaction/dissatisfaction & behavior intentions through perceived value.The main findings were as follows:(1) The research divided tourism destination image into seven image factors including bite & sup,nature & culture attractions,recreation,tourism transport, economics and social development,shopping,atmosphere by exploring factor method, and the seven image dimensions from different angles reflect destination image characteristics.The research divided the seven image dimension into motivator factors and hygiene factors in-depth,and bite & sup,recreation,nature & culture attractions,atmosphere are motivator factors which can inspire tourists' behaviors,but tourism transport,economics & social development,shopping are hygiene factors which can't inspire tourists' behaviors but they are indispensability in tourism.(2) The direct effects of image factors on satisfaction,dissatisfaction and behavior intentions were analyzed.The seven factors include bite & sup,recreation, nature & culture attractions,tourism transport,economic & social development, shopping and atmosphere,which had positive effect on satisfaction and negative effect to dissatisfaction.Three factors including tourism transport,economic & social development,shopping had negative effect on recommendation intention and willingness to pay,and three image factors also had indirect effect on intention to recommend and willingness to pay more by passing satisfaction,dissatisfaction,and the whole correlation coefficient tend to become zero,which embodied hygiene effects.But four image factors including recreation,nature & culture attractions, atmospheres had direct positive effect directly,and the whole correlation coefficient of bite & sup,recreation,nature & culture attractions,atmosphere with intention to recommend and willingness to pay more were positive,which embodied motivation effects.(3) The research analyzed the relationships between image factors and social value,emotion value and epistemic value,and result showed not all of image factors had positive effect on perceived value.Tourism transport,economic & social development has negative effect on social value and emotion value,and economic & social development also had negative effect on epistemic value.Bite & sup had positive effect on emotion value,but hadn't significant effect on social value and epistemic value,and all the other image factors had positive effect on social value, emotion value and epistemic value.(4) The relationships of social value,emotion value,epistemic value with satisfaction,dissatisfaction,intention to recommend and willingness to pay more were analyzed.Although some researches analyzed the relationship between social value, emotion value to satisfaction,dissatisfaction and behaviors,the relationship between epistemic value and behaviors were not tested.The research analyzed the relationship of social value,emotion value,epistemic value with satisfaction,dissatisfaction, intention to recommend and willingness to pay more,and found social value and epistemic value had positive effect on satisfaction,intention to recommend and willingness to pay more and have negative effect on dissatisfaction.What more, emotion value only had positive effect on satisfaction,and had negative effect on dissatisfaction,but had no significant effect on intention to recommend and willingness to pay more.(5) The mediation effects of social value,emotion value and epistemic value between image factors with satisfaction/dissatisfaction and behavior intentions were analyzed.The mediation effects of perceived value between tourism destination image and tourists' behavior intentions hadn't been proved in previous researches.The study analyzed the seven dimensions of tourism destination image indirect affect satisfaction,dissatisfaction,intention to recommend and willingness to pay more through social value,emotion value and epistemic value.It was found social value was a mediation factor between recreation,nature & culture attractions,tourism transport,economic and social development,shopping atmosphere with satisfaction, dissatisfaction,intention to recommend and willingness to pay.Emotion value played the mediation role between bite & sup,recreation,nature & culture attractions, tourism transport,economic & social development,shopping,atmosphere with satisfaction and dissatisfaction.Epistemic value played the mediation role between recreation,nature & culture attractions,economic & social development,shopping, atmosphere with satisfaction,dissatisfaction,intention to recommend,willingness to pay more.The image factors not only had indirect effect on satisfaction, dissatisfaction,intention to recommend and willingness to pay more,but some factors also had direct effect on these dependent variables.Moreover,the whole correlation coefficient of three hygiene factors with intention to recommend and willingness to pay more tend to become zero,which embodied hygiene effects,and the whole correlation coefficient of motivation factors with intention to recommend and willingness to pay more were positive,which embodied motivation effects.(6) The effects of satisfaction,dissatisfaction on intention to recommend and willingness to pay more were compared.It was proved that satisfaction had significant and positive effect on intention to recommend and willingness to pay more, and it was found dissatisfaction had significant and negative effect on intention to recommend and willingness to pay more.Besides,the effect of dissatisfaction on intention to recommend and willingness to pay more was less weak than satisfaction, which means satisfaction and dissatisfaction were two different dimensions.If tourists feel dissatisfaction,intention to recommend and willingness to pay more will be declined,but its effect was less weak than satisfaction effect.(7) The effect of tourists' demography characteristics and times to Hangzhou, stay days in Hangzhou on social value,emotion value,epistemic value,satisfaction, dissatisfaction,recommendation intention and willingness to pay more were analyzed. As there are many factors influcing the mediator and dependent variables,in order to exclude interference by other factors and observe how tourism destination image affects tourists' perceived value,satisfaction,dissatisfaction and behavior intentions, the research took tourists' age,gender,income,education,occupation,times to Hangzhou,stay dyas in Hangzhou and way of out travelling as control variables,and analyzed thesed variables' effect on the mediator variables and the dependent varibles. The result showed that,the difference of tourists' age had significant effect on social value,satisfaction and dissatisfaction.The difference of tourists' income had significant effect on social value,emotion value,epistemic value,satisfaction, dissatisfaction and intention to recommend.The difference of tourists' occupation had significant effect on social value.The difference of times to Hangzhou of tourists had significant effect on willingness to pay more.The difference of stay days of tourists had significant effect on social value,emotion value,satisfaction and intention to recommend.The difference way of out travelling of tourists had significant effect on dissatisfaction.The results of this study not only enriched tourism destination image theory,but also had managerial implications for destination development.Finally,the limitation of this study and some directons for future research were discussed.
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