Based On The Perception Of Xi 'an Tourism Image Research Influence On Behavior Intention

The image of tourism destination has been one focus of the tourism research field. In recent years, with the vigorous development of tourism industry, market competition is also gradually increasing. The image of tourism destinations plays an more and more important effect on attracting visitors and enhancing the competition of destinations. Tourism destination is a carrying space of the tourism activities and far away from the guest source area to the tourists. It is an independent space, but also provides a consumption platform for tourists. Many previous studies showed that the tourism destination image has a major effect on tourist behavior. But the research about the relationship between tourism destination image factors and tourists’behavior intention is less. The image factors that affect tourists’ behavioral intentions are different in different destinations. As the center of world history and culture, Xi’an how to enhance the competitiveness of the tourism market, to create a quality tourism brand, to achieve the goal of building world-class tourist destination, in-depth study of it’s tourism image is particularly important. In the perspective of tourists, this study attempts to explore the main impact factors of tourist’s satisfaction and behavioral intention by studying the relationship between the composition factors of Xi’an tourism image and tourists’ perceived value and behavior,.The purpose of this research:①Present the research of the tourism destination image. Show the current research situation and development of tourism destination image mechanism. On this basis, build the theoretical framework of this study.②Based on literature searching, investigation and analysis of the Xi’an tourism image, clear the main factors of the Xi’an tourism image.③By constructing the relational model of tourist destination image, tourist’s perceived value,tourist’s satisfaction and behavioral intention, clarify the ultimate impact of the main image factors of tourist’s satisfaction and behavioral intentions, and in-depth to explore ways to enhance the tourism image of Xi’an.The process of this research:①Proposing the question:based on the in-depth analysis of the real background, with the results of theoretical studies, put forward the necessity and feasibility of the study on the relationship of Xi’an tourism image, tourist’s perceived value, tourist’s satisfaction and behavioral intention;②Analyzing the question:through empirical research,extract the component factors of the Xi’an tourism image, and put forward the hypothesis of this article;③Solving the problem:focus on the main factors and their influence degree of affecting tourist’s perceived value and behavioral intention, and put forward recommendations upgrade of the tourism image of Xi’an.Main conclusions of the research:①Xi’an tourism image is divided into five factors including the public service and atmosphere, climate and environment of accommodations, culture and landscape, cultural exchange and shopping, crowded degree;②The factors of public service and atmosphere, climate of environment and accommodation, cultural exchange and shopping have positive impact on perceived value. The factor of crowded degree has negative impact on perceived value;③The two factors of public service and atmosphere, cultural exchanges and shopping have significantly positive effect on tourist satisfaction, public service and atmosphere of the image can more easily make the tourists satisfied;④Only image dimension of the culture and landscape affects the tourists’behavioral intention positively;⑤The tourist’s value perceived value has no significantly impact on the tourists’behavior intention;⑥The travel way has non-significantly difference among the variables,the stay days have significant difference in two variables of public service and atmosphere, climate of environment and accommodation.The innovation of this study:①Starting from the perspective of tourists, based on first-hand survey data, this study builds31measuring terms of t Xi’an tourism image, and extracts five factors;②This study analyzes the relationship of the constituent dimensions of Xi’an tourism image, tourists’ perceived value, tourist’s satisfaction and behavioral intention;③This study adopts AMOS17.0statistical software to build the model about the five factors of Xi’an tourism image, tourist’s perceived value and behavioral intention, and explores the main image factors which affect the tourist’s perceived value and behavior in Xi’an.