The Effect Study On Tourism Image Perception To Tourists’ Revisit Intension

Tourism image perception is a cognitive attitude to a tourist destination in the consumer’s perception, that is, the consumer’s integrated concept to this place, including faith, impression, feeling and so on. Tourists’ satisfaction is an immediate reaction to the value of goods in a particular situation, i.e. a temporary emotional reaction of consumers in an uncertain experience. Consumers usually have some expectation to products’ benefits before buying, and compare consistency degree after it.Only the tourist attractions is achieved the unity between perception and overall image can cause the tourists’ revisit. The empirical study of tourism image perception, satisfaction, tourists’ revisit intension with their effect to Hengshan’s development can reveal the factors of revisit intension and their effect under new circumstances. These will promote the revisit intension impactfully and advance the sustainable development of Hengshan.The empirical results show that perceived quality of service, personnel image perception, physical facilities and environment, information and facilities for the convenience of tourists satisfaction have a significant positive effect. Meanwhile, the tourists’ satisfaction of Hengshan has a significant positive effect to the revisit intension, and the tourism image perception of Hengshan also has striking effect.Based on these results, with the development of Hengshan, it is necessary to clear the image position, enhance the brand image and tourists’ satisfaction; and strengthen the amenities and environment, improve service and facilities’ convenience. Then, enhance further the brand image on the basis of tourism infrastructure, all these can improve tourists’ satisfaction and revisit intension from the "hardware" and "software".