Grassland Tourism Study On The Relationship Between The Cognitive Image And Tourist Behavior Intention

With the rapid development of tourism, tourism image has drawn wide attention of scholars, and it is vital to the development of tourist spots. Located in the north of China, Inner Mongolia Autonomous Region, is rich in grassland tourism resources, and developing the grassland tourism has an inestimable value in promoting the economic development of Inner Mongolia. In recent years, Grassland tourism develops rapidly. At the same time, research on the field of grassland tourism is gradually increased. However, through searching the related literature, the author found that, there are few papers on developing and constructing the grassland from the perspective of tourists’ perception. Overviewing the tourism development in Inner Mongolia, there are many places putting focus on the tourism landscape, but ignoring the cognitive evaluation of the tourists. It can be said that in nationwide, there is a general "short leg" phenomenon-focusing on hardware construction while neglecting the tourist subjective perception. In these years, the government has also put forward the policy to establish tourist evaluation system. Therefore, it has a magnificent meaning to study grassland tourist image from the tourists perspective.(1) To determine grassland tourist cognitive image index system, explore and verify the image of cognitive factors influence on overall satisfaction and visitors behavior intention.(2) To research the overall satisfaction of the intermediary effect with the visitors on cognitive imagery and tourist behavior will.(3)To analyze and study the satisfaction degree about the image layers and the factor layers, combined with cognitive imagery affect the size of the degree of overall satisfaction and behavioral intentions, proposed tourism grassland development strategy.Based on the above purposes, picking the famous grasslands in the middle Inner Mongolia, namely Sheila of benevolence grassland, Pueraria Tara grassland, as the research area, a questionnaire was designed. We gained281valid questionnaires finally. By building a theoretical model about the relationship between cognitive image, overall satisfaction and the visitors behavior will, analyzing the statistics via SPSS17.0and AMOS17.0statistical software analysis, and using exploratory factor analysis, structural equation, the mediating effect, expectations difference theory model analysis, the following conclusions can be drawned.(1) Grassland cognitive image tourist destination is mainly composed of natural tourism resources, cultural tourism resources, travel activity, tourism environment, tourism facility, travel service and tourism management.(2) Visitors overall satisfaction plays a mediating role in cognitive image and tourists behavioral intention. Cultural tourism resources and tourism activities, natural tourism resources, tourism environment not only have a directly positive effect on visitors behavioral intentions but also have a indirectly positive effect on visitors behavioral intentions through the overall satisfaction; tourism infrastructure,tourism services and tourism management have a indirectly positive effect on visitors behavioral intentions through the overall satisfaction;(3) Objective analysis cognitive image factor layer and index layer differences in visitors expectations and perceptions, concluded that visitors are satisfied with natural tourism resources; cultural general satisfaction to tourism resources, tourism activities, tourism services and tourism management in general, tourism facilities are not satisfied.Innovation of this paper lies in,(1) the paper construct Inner Mongolia steppe tourist cognitive image evaluation index system, further enrich the previous research;(2) for the first time, the article take the middle Inner Mongolia grassland tourist area as research object, to study the relationship between cognitive image, overall satisfaction and tourists behavioral intention.(3) it is the first time to take the grassland tourism as a case study, to prove the overall satisfaction of intermediary effect on the cognitive image and visitors behavior intention.