A Study On The Impact Elements Of Virtual Community Comments On Tourism Destination Image

With the growing and mature of tourism industry, its competition is becomingincreasingly intensified. Image of tourism destination is an important concept in the fieldof tourism marketing. And the comparison between tourism cities competition, to a greatextent, is competition of city’s image. Existing domestic studies of tourist destinationimage are more about measurement and influencing factors. But the research fromperspective of virtual community and in combination with Web2.0is not much. There aremore researches focused on the function, consumers’ purchase and community member’sbehavior than the content and impact of evaluation.On the basis of literature analysis, this study discussed the impact elements of virtualcommunity comments on destination image. This study classified internal effect, virtualcommunity factors and user factors separately carries on the discussion. Then build ahypothesis model, collected data and carried on descriptive statistical analysis, factoranalysis, reliability and validity test, hypothesis model test. Eventually got the final model,and put forward policy suggestions and research prospects.The results obtained that first, cognitive image plays a significant role in theemotional image effects, so as the cognitive image and emotional image to the overallimage. Second, in addition to the timing of comments, the remaining factors on cognitiveimage have positive significant impact. Third, only comment content and advice searchinghave positive significant impact, the rest of the various factors influence is not significant.At last, usefulness of virtual community web site could improve tourists’ sites dependency,the strengthen the cognitive image, and improve the overall image of the destination.