The Influence Of Tourist Experience To The Spread Of Tourism Destination Reputation

In recent years,with the rapid development of economy in our country,and the living standard unceasing enhancement,the tourism market has maintained the strong growth momentum.At this point,the competition of tourist destinations is increasingly fierce.The competition of tourist destinations in the final analysis is the competition of tourist destination reputation.The tourist destination reputation is the overall evaluation about the experience in tourist destination in a period time in the past.In addition to the landscape experience affect the tourist destination reputation,there are a lot of tourist experience,such as performance,services,and diet.All or part of the experience would give the tourists a good or bad impression,and then influence the loyalty of tourists and the spread of tourist destination reputation.Therefore,find out the experience factors which affecting the spread of tourist destination reputation,plays a positive role in enhancing the reputation of the tourist destination,and enhancing the competitiveness of the tourism destination.In this paper,the research content mainly includes the following four parts.The first part,the building of theoretical model,through discussing the possible relations among tourism experience,tourism destination experience value and the spread of tourism destinations reputation spread,assume relations between them,and building the theoretical model;The second part,the research design and data collection,discusses the situation of destination,the content of the questionnaire design,data collection methods,the processing of missing value and the basic characteristics of the sample data;The third part,the empirical analysis,the empirical analysis includes the measurement model of empirical analysis and the structure model of the empirical analysis,an empirical analysis of the measurement model including construction of measurement model,the parameter estimation of measurement model,the compare of model fit,reliability test and validity test,an empirical analysis of the structure model including the structure model of building,the parameter estimation of structure model,the compare of model fit,the research hypothesis testing and the explaining of model;The fourth part,conclusion and policy recommendations,according to the analysis of the early part,concluded the relations among the tourism experience,tourism destination experience value and the spread of tourism destination reputation and the main factors which influence the spread of tourism destination reputation,then corresponding conclusions put forward specific policy recommendations.The innovation of this study is mainly manifested in three aspects.The first is the innovation of the research content.In academia,studies of tourist experience,mainly focused on the tourist experience and satisfaction,tourist experience and loyalty,tourism destination research of experiential marketing,and for destinations reputation spread research very little.While this article does not follow this study proceed from several aspects,but will research direction to the spread of tourist experience for tourist reputation.The second is the innovation of the research materials.This article does not use of the previous scholars sample data,but through the questionnaire survey from Qingming Riverside Landscape Garden of tourists during the period of "11" golden week tourists directly to get the data.The third is the innovation of the research method.The research methods used in the related literature at home and abroad mainly include confirmatory factor analysis,regression analysis,correlation analysis and structural equation model method.In this paper,according to research needs,on the research methods by the methods of questionnaire survey,confirmatory factor analysis and structural equation model with the combination of methods to study the tourist experience,how to influence the spread of tourism destination's reputation.