Analysis Of Tourism Willingness And Its Influencing Factors Based On Tourism Image Perception

With the rapid development of economy and the improvement of urban residents' living standards,the consumption demand for tourism is becoming higher and higher.The willingness of urban residents to travel and its influence factors are highly valued by urban tourism managers and related departments of government.Using the questionnaire survey method and the SPSS statistical analysis method,this paper takes the city of Hefei as an example to study the tourism willingness of Hefei's residents to Nanjing and its influence factors from the perspective of tourism image perception.The specific content includes the perception evaluation and difference analysis of Hefei's residents' tourism image of Nanjing;the overall analysis and difference analysis of tourism willingness of Hefei's residents to Nanjing;the correlation analysis and return analysis of Hefei's residents' tourism willingness and tourism image perceptionThe main conclusions are as follows :1)Hefei's residents have a better perception on the general tourism image of Nanjing,cultural relics,social security,environmental health,natural landscape,tourism traffic,catering,and the perception of accommodation,entertainment,shopping,residents' friendliness,climate,tourism toilet and tourism spending are common.2)The tourism willingness of Hefei's residents to Nanjing is not so strong in general,the travel times to Nanjing have the significant differences,the more times one comes to Nanjing,the less one will be willing to travel.3)Cultural relics,residents' friendliness,shopping and accommodation have an impact on tourism willingness,among which,the cultural relics are the largest,the residents' friendliness is second,the shopping is third,and the accommodation has little influence on the tourism willingness,while the factors of natural landscape,climate,catering,entertainment,social security,environmental sanitation,tourism traffic,tourism toilet and tourism spending have no significant influence on the tourism willingness.Finally,on the basis of the above conclusions,this paper puts forward the countermeasures and suggestions to further enhance the tourism image and attraction of Nanjing and to improve the tourism willingness of Hefei's residents to Nanjing from four aspects of cultural relics,residents' friendliness,shopping and accomodation.