A Study Of The Impacts Of Country Image On Inbound Tourist Tourism Experience

Since the 1990 s, the word economic globalization makes countries like corporations participate in the global competition, which not only includes hard power,like military, economic and so on, but also includes soft power, such as tourism,image and so on. Against this background, the academia has attached the importance of country image and tourism experience. Inspite of broad agreement among scholars regarding the influence of destination image on tourism experience, little empirical research has been conducted on the influence of country image on tourism experience.This paper focuses on:(l) develop scales of country image and tourism experience, explore the components of country image and tourism experience;(2)using regression analysis to explore the influence of the components of country image on the components of memory tourist experience.The object of this study is inbound Korean tourist. We do the questionnaire in Anhui province, Huangshan international airport and Huangshan scenic area. At last,261 pieces of effective questionnaire are returned. We use exploratory factor analysis and Regression analysis by the SPSS17.0 software to analyze the sample. The main conclusions of this study are as followed:(1)Identify and test five factors of macro country image, namely “national characteristics”, “environmental management”,“national relationship”, “ national and state capacity”, “state characteristics”.(2)Identify and test three factors of micro country image, namely “attractions”,“tourist facilities”, “tourism environment”.(3) Identify and test five factors of memory tourism experience, namely “hedonism”, “local culture”, “knowledge”, “novelty”,“positive”.(4)Build and test a model of country image and tourism experience, and finally establish fourteen significant paths.(5) Different marital status, gender, age and level of education of numbers of tourists in China has significant difference ofperception of Chinese country image, different tourism organization form and times of numbers of tourists in China has no significant difference of perception of Chinese country image.(6) Different gender, age and level of education and times of numbers of tourists in China has significant difference of perception of tourism experience,different tourism organization form and marital status of numbers of tourists in China exist no significant difference of perception of tourism experience.The findings provides more effective marketing solutions for the country or region tourism organizations, and giving important implications to promote China’s national image and improve the quality of tourist experience.