The Research On The Structural Relationship Among Tourism Information Source,Destination Image And Loyalty:A Case Study Of Tongli Ancient Town

The competion amongtouism destinations is more increasing,which leads them to be more dependent on revisited tourists;therefore,destination marketing organizations have to understand why tourists revisit destinations.What is the relationship between tourists and destinations? And how to enhance this type of relationship? In order to solve these related and key questions,this paper aims to construct the tourist-destination relationship model based on the three core concepts,namely tourism information source,tourism destination image and destination loyalty.The current paper first introduces research topic,then reviews literatures and proposesresearch hypothesis.According to research questions,this paper takes mixed method as research methodology.Specifically,the first stage of research determined dimensions of three main variables.The study found that new media was core tourism information source.Culture and arts,ecological environment,social environment,tourism experience,natural resources,infrastructure and recreation constituted the tourists' cognitive image.Also,tourists had positive affective image.Crowd and cheating was the reason of negative emotion.In the second stage,the relationship among variables was verified.Traditional and new media had positive impact on cognitive image,and affective image was influenced by traditional media.Cognitive image and affective image had positive impact on tourism destination loyalty.In addition,affective image significantly played a mediating role in the relationship between cognitive image and tourism destination loyalty.Finally,this paper constructed the relationship model between tourists and destinations.