The Impact Of Tourism Destination Image And Tourists' Self-concept Congruity On Intention To Visit

In recent years,the tourism economy continues to improve.As a special mode of consumption,tourism has become an important manifestation of people who pursuit of a better life.The decision-making of the tourist destination plays an important role in tourism activities,which is an important topic of tourism research and attracts the attention of a large number of scholars.Tourism destination image plays a positive role in increasing the number of tourists.However,Looking back from the existing research,we can see that the research on the use of destination image to explain tourism destination decision making is not systematic.At the same time,the scholars in the tourism circle all recognize that people can better understand the tourism behavior by virtue of the relevant theories and concepts of social psychology.The subsequent research also pointed out that core concepts of social psychology,self-concept,can help explain the phenomenon in the tourists' decision-making behavior.This paper attempts to explain the impact and action mechanism of the tourists' perceived tourism destination image and self-concept congruity on intention to visit on the basis of this theory,and testing the boundary conditions for self-concept congruity to impact the intention to visit.This paper selects Xi'an Suzhou and Chengdu as the research objects,uses the methods of questionnaire and situational simulated method to discuss the following aspects: first,the impact of tourists' perceived destination image and self-concept congruity on intention to visit;second,the moderating effect of chronic self-construal(independent / interdependent);third,whether the situational self-construal(independent / interdependent)has the same effect.This paper through three levels to research,and use SPSS19.0 to examine the hypotheses raised in the study.The Study I found the following results: the tourists' perceived destination image and self-concept congruity as well as the self-concept congruity dimensions(actual self-concept congruity,ideal self-concept congruity,social self-concept congruity,ideal social self-concept congruity)have a significant positive effect on intention to visit;the impact of ideal self-concept congruity is greater than that of actual self-concept congruity;the impact of ideal social self-concept congruity is greater than that of social self-concept congruity;and the ideal self-concept congruity has strongest impact on intention to visit.The Study II found out that: chronic self-construal has moderating effect on this impact,the higher the actual self-concept congruity perceived by the tourists of independent self-construal,the greater the intention to visit;the higher the social self-concept congruity perceived by the tourists of interdependent self-construal,the greater the intention to visit.Study III found out that: situational self-construal has the same function as chronic self-construal.The research conclusion has certain reference value for building of tourism destination image,understanding of the tourism decision-making of the tourists and formulation and implementation of marketing strategies of relevant departments and enterprises.