A Study On The Impact Of Tourism Destination Image On Tourist Behavior Intention

In the last few years,with the advance of people's material level and income,tourism is no longer out of reach for people.At the same time,competition among different destinations is also increasing.For tourism company managers of destination,on the one hand,the competition between the tourism markets has become more and more intense.On the other hand,the cost of competing for tourists continues to rise,so they gradually turn to cultivate and maintain loyal tourists instead of paying attention to the number of tourists.The first question of the tourism destination manager thinks about is what factors influence and how it influences tourist behavior intention.Therefore,we not only need understand the connection between destination image and tourist behavior intention,but also need improve revisit rate.These are hot issues in tourism behavior research and marketing management.Based on reviewing the existing literature,this paper discusses the connection between tourism destination image and tourist behavior intention,and proposes a theoretical model of tourist behavior intention,which is based on tourism destination image and perceived value and place attachment.In the research design,by using the mature measurement scales and adopting the questionnaire survey method,the tourists who went to Chengdu city as the research object.After about ninety days of collection,452 valid samples are acquired.Using the method of structural equation modeling,this paper constructs the path of tourism destination image-perceived value-place attachment-tourist behavior intention.For analysis of data,reliability and validity analysis,confirmatory factor analysis and structural equation path analysis are carried out by using SPSS 24.0 software and AMOS 21.0 software.The empirical research results display,in this study,“tourism destination image-perceived value-place attachment-tourist behavior intention”,this model suggests that tourism destination image is an important prepositional variable,and perceived value and place attachment are two important mediation variables.For the overall impact of tourist behavioral intention,the effect of tourism destination image on tourist behavior intention is the most and the perceived value is the second,and the place attachment is the least.Perceived value and place attachment play a mediating role in the effect of tourism destination image on tourist behavioral intention,in comparison with the perceived value,place attachment has a smaller mediating effect.The conclusion of the study has some inspirations for business manager,which requires the tourist destination enterprises to roundly enhance the tourism destination image,advance the perceived value,pay attention to the tourists' emotional experience,and cultivate the tourists' attachment to the tourism destination.