The Research Of Influential Factors Of Tourists Destination Choice Intention

Tourism marketing study has always been viewed as the important issue of the tourism disciplinary, the ultimate purpose of which is the survival and development of the tourism destinations by means of realizing the consumers’value, therefore,the study on the tourist’ behaviors is undoubtedly the key point of the tourism marketing. The choice about destination is the tourist’s most important decision, which is also an important part of the study on tourism consumer’s behaviors. However, owing to the non-transferable characteristics of the tourism products, the product experience relies on the field travels. So, whether domestic or abroad researchers generally are based on the field tourists of destinations, and study how the perceived value, satisfaction, etc of tourists affect their re-visiting willingness. Subject to the domestic low per capita income, the vast majority of tourists in fact prefer to the new destinations. The re-visiting ratio is not high. Based on the potential tourism markets, the dissertation analyzes the potential tourists’ behavioral intention of the destination choice, which could not only understand what factors facilitate the behavioral intention of destination choice but also understand what factors inhibit that, for the purpose of references to the orientation development of tourism products, weakening the negative factors, strengthening the positive ones and the effective segmentation marketing according to the characteristics of different consumer groups.Firstly, the effective factors scale of the choice intention to tourism destination is designed via the literature analysis, references to previous studies and combination with the actual interviews, conduct the pre-test of the questionnaire; test the reliability and validity of the questionnaire scale, take shape of the formal questionnaire of the effective factors of the destination intentions including five dimensions such as destination image, subjective norm, perceived value, perceived cost as well as personal characteristics. By way of the factor analysis and the descriptive statistical analysis, the test of reliability and validity, ultimately determine4measurement scales of the destination intentions including4factors of destination image,3factors of subjective norm,3factors of perceived value, factors of perceived cost, The empirical test shows that the behavior of destination choice intention could be measured by the assessment scale.Secondly, the4overall variables (including destination image, subjective norms, perceived value and the perceived cost)’ effect on the destination choice intention of potential tourists is identified via the regression analysis and structural equation analysis. Specific performance:subjective norm, destination image, perceived cost have significant positive effect on the choice intention of destination; perceived cost has significant negative effect on that. And destination image and subjective norms improve the positive role of the destination choice intention via the intermediary variable-perceived value. Subjective norm via the negative impact of perceived cost improve the positive role of the destination choice intention.Thirdly, the mechanism among the variables are presented as:Four dimensions of destination image have positive effect on the recommendation intention, landscape image and entertainment image have significantly positive effects on the tourism intentions; three dimensions of subjective norm have significant and positive impact on the recommendation intention, Interpersonal influence and self-control have significantly positive impact on the travel intentions; Three dimensions of perceived value have positive role on the tourism intention, emotional value and the perceived value have significantly positive impact on the recommendation intention; two dimensions of perceived cost have negative impact on the tourism intentions, perceived economic cost have significant negative impact on the recommendation intention; Direct effect, indirect effect and total effect of each dimension of destination image and subjective norm on travel intention and recommendation intention were analyzed.Lastly, the dissertation also analyzed the difference that demographic characteristics influence on all dimensions variables. The rusults find, in addition to gender, all demographic characteristics influence dimensions varibles of destination image, subjective norm, perceived value, perceived cost and the choice intention. Potential tourists’age, educational level, family per capita monthly income income, tourism experience and destination travel experiences make their influencing factors of destination choice intention differences, and also affect their destination’tourism intention and recommendation intention.