Effects Of Tourism Information Quality On Destination Image Perception

Today,personal or independent tours are getting more and more popular,booking their trips through digital means by using mobile applications are also becoming more widespread.As a result,increasingly more number of independent travelers search for information about their trips and even book their trips online or through mobile applications.In this process,whether the quality of information provided by the mobile application platform can meet the needs of tourists well and serve tourists will directly affect tourists' perception of the destination image.In particular,the mobile Internet platform—WeChat,which has emerged in recent years,is the main social platform and information medium of the modern society.Applying it to the tourism industry,the information it publishes will also change the way people live and travel.However,the quality of such information and the question of whether tourists' perceptions of destination image will be different greatly have not been thoroughly studied and studied by academics in academic circles.Therefore,the article is based on the research framework of information quality and the theory of destination image formation.The research method adopts partial least squares(PLS)and proposes a holistic study that combines the quality of tourism information with the perception of destination image.In the framework,it validates and explores multi-path models with latent variables,aiming to analyze how the quality of these tourism-related information can play a role in the process of tourists'perception of the destination image,and thus be able to serve as a destination for WeChat.Marketing and how to use the WeChat public platform to further enhance the image and influence of the destination.The results show that:(1)The relevance and interest of the information published by the WeChat public platform significantly affect the cognitive image of the destination.(2)The timeliness and value added of the information released by the WeChat public platform significantly affect the emotional image of the destination.(3)The integrity of the information published by the WeChat public platform has no significant impact on the perception of the destination image.(4)The cognitive image and emotional image of the destination together have a significant impact on the image of the destination.Finally,this paper proposes management enlightenment from improving information quality,improving information content,enhancing platform interaction,technological innovation and destination marketing with a view to providing new ideas and methods for marketing management of tourism enterprises or destinations.