Research On The Relationship Among The Three:Network Interface Perceived Value,Destination Image And Tourists Behavioral Intention

Tourism destination image is one of the important factors affecting destination selecting.Destination selection process is largely dependent on perceived destination image.Destination official website is an indispensable part of destination marketing system,and it is an important way for tourists to perceive destination image.Therefore,it is self-evident importance of image marketing.This study take destination official network interface as the starting point,discussing information search process through personal computer.The purpose of this study is to explain the relationship among the three:destination network interface perceived value,destination image and tourist behavior intention.Some important conclusions are drawn.(1)Among the three values,"perceived utility value" get the higher score,then the"perceived emotional value",the lowest is "perception procedure value".(2)The perceived values of network interface have significantly influence on destination image;the effect of emotional value is the strongest,followed by utility value,and the procedure value has weak effect.(3)In the hypothesis on the influence of network interface value on behavior intention,procedure value perception has a positive influence on tourists behavioral intention.While utility value perception and emotional value perception have no significant impact on tourists behavior intention.(4)In this study,the great impression have a positive influence on behavioral intention of tourists.Finally,according to the results of empirical research,the purpose of the managers should be image integration,increase the intensity of network marketing;tourism website should focus on improving the interface functions.