The Image Of Rural Tourist Destination In Ethnic Areas To Tourist Behavior Research On The Influence Mechanism Of Intention

In October 2017,the nineteen major report of the party stressed that "promoting rural poverty and getting rich and rural revitalization is an important mission for rural tourism development".Nowadays,more and more people are concerned about the behavior of tourists.What are the factors that determine the motivation of consumers to choose tourist destinations? Which factors play a key role? This is particularly worthy of our thinking.Taking the image of the rural tourism in the poverty-stricken minority areas as an example is a temporary new exploration in the regional case,and is novel to the vast central and western ethnic areas.It is very likely to draw a new conclusion with higher value of application and appreciation.In this study,from the perspective of tourists,taking Dezhang Miao village in Wuling Mountain as an example,we try to find a breakthrough in the theoretical framework from the structure.Through analyzing the direct or indirect influence of the image of rural tourist destination on tourists' behavior intention,we summarize the key factors influencing the tourist satisfaction and behavior intention of each dimension of rural tourist destination.The tourism destination image,tourist satisfaction and behavior intention and other related theoretical research provide an effective case reference for other regions of the sustainable development of tourism destinations.In this paper,316 formal questionnaires were statistically analyzed by SPSS 19.0 /AMOS22.0 software to determine the composition of dimension factors,the ranking of factor intensity and the interaction among them.The main conclusions are as follows:(1)the measurement scale of the image of rural tourist destination in minority areas for domestic tourists is constructed,including 35 measurement items and 7 dimensions,which are public service and atmosphere,natural and humanistic landscape and national characteristics,accommodation services,travel prices,participatory communication,safety and health,tourism commodities and shopping.(2)Total service and atmosphere,natural and cultural landscape and national characteristics,accommodation service facilities have a significant positive impact on tourist satisfaction;travel price,exchange participation,safety and health,tourism commodities and shopping have no significant effect on tourist satisfaction.(3)Among the seven factors of rural tourism image,public service and atmosphere,natural and cultural landscape and national characteristics,accommodation service facilities,etc.Tourist goods and shopping have significant positive influence on tourist behavior intention;safety and health have apparently negative influence on tourist behavior intention;travel price and exchange participation have no significant influence on tourist behavior intention.Tourist satisfaction has significant positive influence on tourist behavior intention in public service and atmosphere,natural and cultural landscape and national characteristics,accommodationservice facilities and tourist behavior intention.(4)The degree of visitor satisfaction plays a part in mediating among public service and atmosphere,natural humanistic landscape and national characteristics,lodging service facilities and tourist behavior intention.(5)Satisfaction has a significant positive effect on tourists ' behavioral intention.