The Study On The Impact Of Destination Image On Tourist’s Travel Intentions

With the rapid development of tourism industry, consumer behavior in tourism has attracted increasing attention. Because only understanding the factors affecting tourists’travel intentions, tourist destinations can attract more visitors and better develop tourism industry. There are many factors influencing tourists’travel intentions, including individual character traits, travel motivators, tourist destination image, economic costs, perceived value, and satisfaction etc.Tourist destination image is an important factor affecting tourists’ travel intentions. However, quite few scholars conducted researches on the influence of tourist destination image on tourists’travel intentions from an overall perspective. But this paper discusses the impact of tourist destination image on tourists’travel intentions, including tourists’ pre-travel and post-travel destination images.First of all, based on the literature review discussing the results of previous studies and interviews with experts and practitioners, a questionnaire on the impact of tourist destination image on tourists’travel intentions was preliminarily designed in this paper. The reliability and validity of the questionnaire were tested by taking KMO test. Then non-compliant factors were excluded by using principal component analysis and thus the questions were determined. It is determined that the image of a tourist destination image is composed by five components such as personal feelings, sensory image, the image evoked, mixed image, the whole image, adding two dimensions of perceived value. Therefore a formal questionnaire on the influence of the tourism destination image on tourists’travel intentions was completed. Secondly, the impact of seven variables was examined by use of correlation analysis and regression analysis. The results show that the above-mentioned seven variables have a significantly positive effect on tourists’choice of tourist destinations. Then it is proved that the perceived value and satisfaction plays a role of intermediary between destination image and tourist’s travel intention. The model of its effect is revised according to the findings of this study. It is followed by the analysis of relations between the variables and different demographic characteristics.Finally, based on the analysis of the findings of this study, it is proposed that some effective measures should be taken to enhance the tourist destination image and maintain its rapid and healthy development, including developing innovative tourist products, strengthening the marketing and promotion of destination image, accelerating personnel training and strengthening the construction of its infrastructure facilities, which aims to offer some insight and inspiration for enhancing the image of LouDi as a tourist destination.