Research On The Impact Of Destination Familiarity On The Image Of Tourist Destinations

The Destination familiraty is the psychological feeling that formed by the interaction of tourist's konwledge,experience,emotion and other factors.It is a complex and multi-dimensional concept.The Destination familiraty has effects on the behavior of tourists.Different destination familiarity will affect the tourists' tourism destination image.In many previous studies of destination familiraty,destination was considered as the influencing factor of Tourism destination image(TDI).However,the definition,dimension and measurement of destination familiarity are.not clear in the existing research.The study on the influence of destination familiarity on TDI is still scarce.Understanding the impact of destination familiarity on the tourist destination.image will help the destination tourism management department to create a more unique and distinctive tourist destination image.The destination familiarity represents a key merketing variable in segmenting and targeting certain groups and increasing the visit rate and re-visit rate.Fllowing these,the tourism destination will be sustainable.This study can enrich the research content of destination familiarity and deepen the research of influencing factors of TDI,which has important academic significance.One of the contributions of this study is to define the destination familiarity.This study also divide the destination familiarity into three dimensions:experience familiarity,information familiarity and propinquity familiarity.This study takes Xi'an tourism destination image as an example.The study base on statistics,landscape ecology and other related theories,from three dimension of destination familiarity and overall destination familiarty to study the effects of destination familiarity on TDI.The main conclusions are as follows:First of all,the destination familiarity is the influencing factor of TDI.The higher overall destination familiarity is,the more comprehensive holistic image is.The higher overall destination familiarity is,the better cognitive image of the destination is.The higher overall destination familiarity is,the better conative image of the destination is.Secondly,different dimensions of destination familiarity have different effects on the holistic image.The experience familiarity dimension has the greatest influence on the holistic image,and the influence of the propinquity familiarity dimension on the holistic image is the second,and the information familiarity dimension has the least influence on the holistic image.The experience destination familiarity is higher and the holistic image of the destination is more comprehensive.The higher information destination familiarity is,the more clear holistic image of the destination is.The higher propinquity destination familiarity is,the more diverse and more comprehensive holistic image of the destination is.There is a discrepancy between the degree of information familiarity and propinquity familiarity on the holistic image.The influence of the information familiarity on the holistic image is more significant in the group without visite thedestination.In the group of multi-visit destination,the effect of the propinquity familiarity on the holistic image is more significant.Thirdly,different dimensions of destination familiarity have different effects on the cognitive image.The influence of the information familiarity on the cognitive image is greater than the experience familiarity in the group without visite the destination.The influence of the experience familiarity on the cognitive image is greater than the information familiarity and propinquity familiarity in the group who have visited the destination.In the experience familiarity dimension,the core attraction dimension is highly evaluated;the experience destination familiarity is higher,the evaluation of the general attraction dimension,the humanistic environment dimension and the food dimension is better;there is a difference in the evaluation of the natural environment dimension of the different experience destination familiarity groups,the low experience destination familiarity group have higher evaluation of natural environment dimensions.In the information familiarity dimension,the information destination familiarity is higher,the evaluation of the general attraction dimension,the core attraction dimension and the food dimension is better;the lower information destination familiarity is,the more polarized evaluation of the natural environment dimension and the human environment dimension is.In the propinquity familiarity dimension,the higher propinquity destination familiarity is,the better evaluation of the general attraction dimension,the core attraction dimension,natural environment dimension and the food dimension is;the higher propinquity destination familiarity is,the lower evaluation of the the human environment is.Fourthly,different dimensions of destination familiarity have different effects on the conative image.The experience familiarity dimension has the greatest influence on the conative image,and the influence of the propinquity familiarity dimension on the conative image is the second,and the information familiarity dimension has the least influence on the conative image.In the experience familiarity dimension,the higher experience destination familiarity is,the better conative image of the destination is.In the information familiarity dimension,the higher information destination familiarity is,the better conative image of the destination is.In the propinquity familiarity dimension,the higher propinquity destination familiarity is,the better conative image of the destination is.The innovations of this paper:First of all,this study put forward the concept of overall destination familiarty and dimension of destination familiarity.Secondly,this study from the two different perspectives which are overall destination familiarty and dimension of destination familiarity,to study the influence of destination familiarity on TDI.