The Study On The Impact Of Tourism Promotional Language To Consumer Purchase Intention

In recent years, with the development of tourism, more and more people see tour a new way of life. The image of tourist destination has been a key to win in fiercely competitive tourist market. The advertisements of tourist destination become more important factors to attract tourists. Tourism images play a more and more important part in tourists’ decision, in the meantime, tourism publicity languages were displayed among tourists, as an important language style, they have good time effic iency. So how to design tourism publicity language suitable for peoples’ appreciation of the beauty and promote tourism consumption becomes the priority among priorities in tourism public ity languages design.In the reference of the language categories model and the interpretation level theory, based on previous literature and the actual present study, the thesis designed tourism promotional language- brand attitude- willingness to buy research model, and put forward the research hypothesis. Followed by two experiments to study the abstract language and specific language interpretation at different levels of consumer brand attitudes mechanism, then I obtained the following conclusions:(1) tourism promotional language and brand attitude showed a significant positive correlation also there was a significant positive correlation between brand attitude and purchase intention. Brand attitude plays an intermed iary role in tourism promotion of language and purchase intention relationship;(2) at high levels of explanation, abstraction of language stimulate tourism promotion and allow consumers to highlight the desired objectives, which shows a more positive brand attitude and higher purchase intention; at high levels of explanation, specific language stimulation of tourism promotion allows consumers to highlight the real goal, which shows a more negative brand attitudes and lower purchase intention.Finally, according to the findings of this study, I put forward the corresponding countermeasures and suggestions, revealing the internal mechanism how the tourism promotional language influence consumers’ willingness to buy, which provides new research ideas and tools for consumer behavior research, and also provide a reference for government and business in development of tourism advertis ing. If the government and businesses can adjust tourism advertising to consumers’ preferences based on tourism promotional language, then it can strongly enhance marketing effectiveness.