Study On The Influence Of Tourism Image On Tourist Behavior Intention Of The South-taihang Tourism Resort

Along with the tourism image of academic research in foreign academic circles of domestic tourism boom,more and more scholars begin to pay attention to the important role of tourism image,and analysis of tourism image.At the same time,the research method of tourism image and its influence on the quantitative analysis is more scientific and objective,which is favored by scholars gradually.Xinxiang South-Taihang tourist resort(referred to as the South-Taihang Resort)with its unique Taihang geological features and rich natural and cultural tourism resources receives more attentions of visitors in recent years.However,as a large tourism destination,which is integrated by many scenic spots,it faces the problems and constraints in the development of integrated management,such as resource development,product homogeneity,facilities and services.The international popular tourism image research on quantitative analysis method is applied to such a huge potential and broad market of tourist destination,with the point of view of tourists,to investigate the effects of South-Taihang Resort's Tourism Image on tourist behavior intention and investigate the mechanisms of the effect on the foundation of data analysis.The main purpose of this study: first,to establish the South-Taihang resort's tourism image evaluation index system;second,confirmed by regression analysis of the South-Taihang resort ' s tourism image-satisfaction-behavior intention of causal mediation model;third,based on factor analysis,analysis the South-Taihang resort's tourism image factors on satisfaction of tourists and tourist behavior intention influence in detail,and Based on which,puts forward some suggestions and Countermeasures for the South-Taihang resort's development.Based on the above background and purpose,firstly,this study determined the research direction,methods and processes through the literature review,visited the South-Taihang resort to find the development status and problems,determined tourism image evaluation index system of the South-Taihang resort based on literature analysis and expert interviews,questionnaire designed to clarify the research framework and hypotheses in further.Secondly,through on-the-spot investigation to the scenic spots in South-Taihang resort and field questionnaire of tourists' cognitive situation on the South-Taihang resort's tourism image,satisfaction and behavior intention of the cognitive situation.Then analyzed and interpreted data which applied SPSS 19.0 statistical software on collected 330 valid questionnaires,using descriptive statistical analysis,reliability and validity analysis,exploratory factor analysis,variance analysis,correlation analysis,regression analysis,mediation effect test and so on,to verify the hypotheses.At last,summed up the results of data analysis and hypothesis testing results,and to put forward the suggestions and Countermeasures for the development of the South-Taihang Resort.The following conclusions are drawn from this study:First,the South-Taihang resort's tourism image is made up of 6 factors,namely the social environment image,service facilities image,natural tourism resources image,tourist shopping image,management service image,recreational activity image,in which the tourist cognition degree of the natural tourism resources image is the highest.Second,in the six factors of South-Taihang Resort's tourism image,management service image,natural tourism resources image,service facilities image have significant and positive influence on tourist satisfaction and behavioral intention,social environment image,tourist shopping image,recreational activity image do not have a significant impact.Third,demographic variables of South-Taihang resort's tourism image and tourist satisfaction variables have some differences,for tourist behavior intention do not have significant difference.The South-Taihang resort's tourism image has significant differences on marriage,age,education level and income level,and the tourist satisfaction have significant difference on education level and income level.Fourth,tourism image-satisfaction-behavior intention causal mediation model was established,which satisfaction played a part of the intermediary role.The South-Taihang resort's tourism image will not only has a direct positive effect on tourist behavior intention,also has indirect positive effect on tourist behavior intention through intermediate variables of tourists satisfaction.