The Study About Destination Image Reflection On Word Of Mouth Communication Effect

With the rise of China’s economy strongly, tourism industry get more and moredevelopment, what’s more, modern transport make the life more convenient, more andmore people regard the tourism as a important way of entertainment, thus all TouristDestination pay attention to how to establish the good Image for tourist. Therefore,Tourist Destination must examine Tourist Destination Image from the perspective oftourists in order to obtain a good tourist reputation in the market as a whole.Because of the rich of travel knowledge and the growth of travel demand, therequirements of the tourists on the tourist destination image also increasingly becomestrict, how to make the tourists fell satisfaction of travel experience and enhance thetourists’ revisit will and word of mouth effect is the focus of this study. Although thereare study about Destination Image Reflection on tourists behavior in the existingliterature, this study refine the Destination Image for the five dimensions.Meanwhile,the study consider the impact of personality on the effect of word of mouth, we canbetter grasp the relationship between Tourist Destination Image and Word of MouthCommunication Effect, thus further expanding on the destination image theory. ASthe same time, the study can help the Tourist Destination to create a unique imagefrom the perspective of tourists, thus contributing to take effective marketing strategyto achieve good economic benefits.The study regard some various tourist spots of Shenyang as research objects, thetourism destination image is subdivided into five dimensions from the perspective oftourists, such as natural image, human image, the image of service, price image andentertainment image. Meanwhile, the study consider the impact of personality, andconstruct a model of tourism destination image and word of mouth effect, on thisbasis put forward the underlying assumptions. By collecting date throughquestionnaire of tourists, the study take advantage of spss17.0statistical analysissoftware to analyze the description, reliability, validity, correlation and regression ofmodel, thus verifying the validity of the assumptions and finally arrive at theconclusions of the study.Although there are some results in this study, the deficiencies still exist. For theinadequacies of this article, this study put foreword future research directions. Futureresearch can break the time and geographical restrictions, and enlarge the number ofsurvey questionnaires; meanwhile, Future research can further find out the factors ofthe different individual tourists about the effect of word of mouth; in addition, futureresearch can study the relationship between the two variables by introducing themediating variables.