Tourist Perception Of Hubei Destination Image And Its Relationships With Tourist Satisfaction

In the21st century, modern tourism development focuses on the tourism destination image. Recently, there is a lack of empirical researches from the tourists’angle on the subject, while most of the researches are from the planning angle.From the tourists’perspective, a research model of the relationships between tourism destination image, tourists’satisfaction and their after-tour behavioral intentions was proposed. The data was collected from the survey targeting tourists who have visited Hubei. Based on the data analysis by SPSS, the tourists’perceived image of Hubei tourism was detected and the relations between tourism destination image, tourists’satisfaction and their after-tour behavioral intentions were tested. The main results are shown as follows:(1) The tourists perceived a better emotional image than cognitive image of Hubei tour. In the6dimensions of its cognitive image, the images of shopping, nature-culture resources and board-lodging have been praised higher, while the images of price, entertainment, and service atmosphere are assessed comparatively lower.(2) The overall cognitive image of tourism destination has a heavier impact on the tourists’ satisfaction than the emotional image does. Among the dimensions of cognitive image, the images of nature-culture resources, board-lodging and service atmosphere have significant positive impacts on the tourists’satisfaction, in a descending order. The influences that the images of entertainment and shopping have on the tourists’satisfaction are positively slight, while the influence that the image of price has on it is negatively slight.(3) The tourists’satisfaction has a positive impact on their after-tour recommendation and revisit intentions.Finally, based on the results, the managerial implications were proposed to make guidelines for the construction and management of tourism destination image in Hubei.