Hangzhou Image Of The Factors And Visitor Satisfaction, The Recommended Degree Of Migration Between The Study Of The Relationship

Destination image has become one of the most prevalent topics in the tourism literature in the past three decades because it affects tourist subjective perception and behavioral intention. Inspite of broad agreement among scholars regarding the influence of destination image on tourist satisfaction and behavioral intention, little empirical research has been conducted on the level of components of destination image and their direct influence on tourist satisfaction, recommendation and revisit intention. This paper focuses on: (l)the measurement and components of Hangzhou city image; (2)the influence of the components of Hangszhou city image on tourist satisfaction, recommendation and revisit intention.The empirical study was carried out among Chinese tourists in Hangzhou city and 412 valid questionnaires were obtained. Two software packages were used to apply data analysis: SPSS 12.0 and AMOS 5.0.The results show that: (1)Hangzhou city image is composed of 7 components, namely the social development, the city personality, the tourism aspects, nature and culture, the first and last impressions, the accommodation and the congestion. (2)Among the 7 components of Hangzhou image, the social development, the tourism aspects, nature and culture has significant positive influence on tourist satisfaction respectively. (3) As for tourists reccommendation intention, the city personality shows significant positive influence while the first and last impressions show significant negative influence on it. (4)When it comes to tourist revisit intention, the social development shows significant negative influence on it. (5)Tourist satisfaction has significant positive influence both on tourist reccommendation intention and revisit intention, other influence relationships can not be corroborated. (6) Female tourists showed higher reccommendation intention than male tourists.