The Effect Of Mega-meeting On Tourism Destination Image

Tourism destination image and events on the research of tourism has been got the attention of experts and scholars,and has formed a mature theory system,but to explore the influence of tourism destination image perception factors involved in major conference event is established rarely.Study the influence of the major international conference on tourism destination image perception can replenish research contents of tourist destination image and make marketing strategy to provide reference for tourism destination managers.That has important theoretical and practical significance.In this paper,we explore the 2016 G20 summit how to affect tourist destination cognitive image,affective image and overall image of Hangzhou.This study adopts the method of literature reading to sort out major event,the tourism destination image research to comb and design the questionnaire including cognitive image,affective image and overall image.Through the figure interview method and preliminary research,we could modify the questionnaire andincrease practicability and applicability of the investigation questionnaire.Distributing questionnaires to some tourist groups,then recycled and screened 330 valid questionnaires.With the help of SPSS 22.0 and AMOS 21.0,this research could build structural equation,descriptive analysis on the effective sample data,excavate the relationship between the variables and exploreif these influencing pathsare significant.Combined with the empirical results and theory discussion,this paper gets four conclusions:First,the mega meeting event has direct positive role in promoting cognitive,affective and overall image of tourism destinations.And Hangzhou tourism cognitive image was positively influenced most by the G20 summit.The affective image and overall image by the G20 are similar.Second,the study also found that the interaction between cognitive,affective and overall image,the major meeting event indirectly promote the tourism destination through cognitive image.The major meeting event indirectly promote the affective image andtourism destination overall imge through cognitive image,indirectly promote the affective image by cognitive image,too.Third,in terms of cognitive image effect in Hangzhou by the G20 summit,concrete embodiment in Hangzhou tourism characteristic culture,entertainment,sightseeing,accommodation catering facilities and others.And the affection of the G20 summit in affective image effects reflected in the fun,happy and proud.The G20 summit for overall image can consolidate reputation modernization,beautify the tourism environment,strengthen the competitive power of the tourism brand,held the meeting.Fourth,the influence of the theory for major conferences are obvious influence on the cognitive image of objective,functional properties,and major meeting of subjective and attributes the emotional image of the positive influence is weak.Finally,since the G20 summit emotion and overall influence a bit weak,the G20 summit to tourist behavioral intention after visiting has no significant direct or indirect impact.This study also found that the impact of major conferences on image of tourism destinations focused on cognitive image.There is a significant difference between the conclusions drawn from sports events and exhibitions focusing on the emotional image of tourist destinations.The participation of tourists may be its cause.Theoretical significance of this research supply the international conference,this front impact factor,to study destination image formation mechanism.In terms of major events,it makes up for the international conference event the shortage of the research on the influence of city tourism image.Practical significance is based on the perspective of tourists,using the most sensitive group to study the effect of major conference event to the destination image.That can serve as a reference for the tourism image of the display and transmission,as a new starting point to shape the tourism image.It is helpful to improve the destination attraction,to shape the good tourism image and to the subsequent development of events tourism.