| With the normalization of mass tourism,the demand of the tourism market has gradually developed toward quality and diversification,and the number of newly developed tourist attractions has also increased.Under this background,all the scenic spots want to occupy more tourists source markets,and the pressure of each other is also increasing day by day.In addition,the intensity of competition in the tourism image around the scenic spots has increased,and the investment in the brand image has increased one after another.Because of the tourist's evaluation of the tourist destination after the tour and the willingness to act in the future,the tourist image has a high proportion.From the point of view of the tourism operator,a good image contributes to the success of the marketing strategy of the tourism destination,and at the same time it can also promote the competitiveness of the tourism destination.In recent years,relevant researchers have mainly studied the relationship between the destination image and the willingness of tourists and the path between them,and analyzed the path of “image-satisfaction/perceived value-willing to act”.Most of the motive mechanism analysis of behavioral willingness arises from the study of cognitive motivation.In the research,tourists are usually defined as a rational consumer.They think that tourists in the process of tourism are rationally aware of tourism environment information.Then,through psychological comparison analysis,cognitive results are obtained to generate behavioral intentions.However,the stimuli of the tourism destination environment can make the tourists to generate emotions,and the main purpose of the tourists to carry out the tourism activities is to obtain an emotional experience.Based on relevant research in the current academic community,based on the correlation analysis,based on the emotional evaluation theory in psychology,this study starts from the perspective of emotional changes after tourists travel in destinations,and introduces the mediation variable of positive emotions to conduct research.This paper discusses the emotional mechanism of tourists' willingness to act and the path of positive emotions between the destination image and tourists' willingness to act.At the same time,this study also introduces the mediation variable of satisfaction,which is analyzed from two perspectives at the same time.Through the questionnaire survey of the tourists in the tourist destination and the research and analysis of the final questionnaire data,the following main conclusions are drawn:(1)Through the research and analysis of the four variables in the research model: destination image,positive emotions,satisfaction,and behavioral will,we verified the positive emotions and satisfaction between the destination image and the tourists' willingness to act.It plays an intermediary role in it.(2)The destination image significantly positively affects the positive emotions of the tourists;the destination image has a significant positive effect on the satisfaction of the tourists;there is no significant influence between the destination image and the willingness of the tourists.(3)The tourists' positive emotions positively influence the tourists' willingness to act;the positive emotions of tourists have a significant positive influence on their own satisfaction.(4)Satisfaction has a significant positive effect on tourists' willingness to act.Based on the above findings,this study combines the actual conditions of the South Taihang Tourism Resort,and proposes management inspiration from five aspects: first,attach importance to the image design of the South Taihang Tourist Resort and the residents of the scenic area;second,inspire tourists' positive emotions and improve Third,improve the infrastructure of the scenic area to ensure the coherence of the landscape;Fourth,make full use of new media and other resources to conduct three-dimensional marketing and promotion;Fifth,increase training and improve the level of management. |
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