The Research About The Influences Of Duty-free Shopping Experience On The Tourist Destination Image Of Hainan

With the vigorous development of global tourism,tourism has become the pillar industry of our national economy,and the competition in the tourism market is becoming more and more intense.How to better shape the image of tourism destination with unique attraction is an important means to enhance competitiveness.At a time when Hainan tourism is facing the bottleneck of upgrading and transformation,the tax exemption policy for outlying islands has emerged as the times require.This is undoubtedly a major contribution to Hainan's tourism development at the national level.It should be a major task in the process of Hainan tourism development to continue to deepen the good impression of Hainan.And how to use the "tax exemption",the new label of Hainan tourism for HainanTourism image is the purpose of this study.Based on the tourist experience,this paper argues that the tourist experience from duty-free shopping experience activities is one of the factors that affect the image of tourist destination.On this basis,the author analyzes and summarizes the recent studies on the tax exemption policy of outlying islands,shopping tourism and the image of tourist destination,and extracts seven potential variables,among which the tax-free shopping experience level includes policy restrictions.Shopping environment,supporting facilities,duty-free goods and shopping services are five variables,and destination image is composed of cognitive image,emotional image and overall image,so as to establish the relationship between duty-free shopping experience and tourism destination image.The data were collected by issuing questionnaires in Sanya International Tax-Free City,and the data were analyzed by SPSS and AMOS software,and the influence model was verified.The results show that:the tourists' experience of shopping environment will significantly positively affect the tourists,perception of the destination;there is a positive correlation between the tourists' shopping experience of duty-free goods and their cognitive image.the shopping experience of duty-free shops will positively affect the image of the destination,the shopping experience of duty-free goods will significantly affect the emotional image of the destination.the cognitive image of the destination is positively correlated with the emotional image of the tourist,the emotional image of the tourist to the destination is positively correlated with the overall image,and the cognitive image of the tourist to the destination is positively related to the image of the destination.The overall image also has the positive correlation relation.Generally speaking,the perceived experience of duty-free goods and shopping services has a direct impact on the cognitive image of the destination,but only the experience of duty-free goods has a direct impact on the emotional image.The other three effects on emotion are indirect.However,the "perceived experience of tourists' limitation on the tax exemption policy" and "tourists' perception of the facilities of duty-free shops" proposed by the author have no direct effect on the emotional image and cognitive image.But there is a clear correlation between the other three dimensions of the tax-free shopping experience.Department.The three-dimensional relationship of destination image assumed in this paper has also been confirmed under the background of tax-free shopping experience.The empirical results show that from the perspective of duty-free shopping experience,the overall impression of tourists on Hainan should start from the environment and management means of duty-free shops.In the current policy situation,only duty-free shops should optimize the internal environment,enrich duty-free goods and improve the service level to better cooperate with the gradually relaxed outlying islands tax exemption policy and release the policy effect.