A Study On The Influence City Image Perception Has On City Tourism Satisfaction In Wuhan

As the proceeding of the China Urbanization,the city scale is continuously developing,at the same time,the problem of "urban disease of sub-health"is appearing-The development model of "tourism+" is a multiple city transformation path.City tourism promotes the increasing of economy without environmental pollution,bulids city brand image through integrating tourism resources and exploring city feature culture to improve city comprehensive competition,transfroms"economic city" to"leisure city"through improving city living environment.On the background of "the global tourism",the object of tourism satisfaction is expanded from the main tourist attractions to the different attributes of destination environment.So the individual perception of destination image is gradually concerned.The integrative development of city image and city tourism should be strengthened further.Therefore,this study attempts to discuss and stimulate the influencing relationshi-p between city image perception and tourism satisfaction.On the basis of previous study theories and pratical surveys,this study contructs the measurement dimension of city image perception and tourism satisfaction,simulates the influencing relationship between city image perception and tourism satisfaction,meanwhile,in order to ensure the accountability and comprehensiveness of this study,adding the "tourism motivatio-n"and "percevied value"respectly as control variable and regulate variable to the influencing relationship,discuss the direct and indirect relationship among these two factors,city image perception and tourism satisfaction,puts forward the theorectical hypothesis.Making the questionnaire of tourists around the famous tourists attraction in Wuhan,this study analys the collected data through SPSS,evaluating the whole and different standard of city image perception and tourism satisfaction,builds the model that city image perception influencing tourism satisfation through Amos,uses Anderson's "two-step modeling approach"to do alternative model tests,verifing whether the hypothesized model fit the data best,empirically examing the theorectical hypothesis through comparing the path coefficient of the optimal model.Finally,based on the analysis,finds the problems in the process of city image and city tourism development in Wuhan,puts forward for the suggestions,to promote the integrative development of city image and city tourism in Wuhan.The results show that:First,City image perception is divided into city cognitive image perception and city affective image perception,of which city cognitive image perception includes city natural environment image perception,city social environment image perception,city cultural environment image perception and city economic environment image perception,confirming the measurement dimension of city image perception through the factor analysis.Based on the analysis to study the influencing relationship among city image perception,tourism motivation,perceived value and tourism satisfaction,put forward to be the empirical test of the hypothesis that hat city cognitive image perception has the positive effect on tourism satisfaction,city cognitive image has the indirect effect on tourism satisfaction through the regulation of perceived value,city affective image perception has the positive effect on tourism satisfaction,city affective image perception has the indirect effect on tourism satisfaction through the regulation of perceived value.Second,investigating and evaluating the whole standard of city image percepti-ion and tourism satisfaction,the difference standard of city image perception and tourism satisfaction among the different crowd,find that both city image perception and tourism satisfaction in Wuhan above the average level,the mean of city cultural environment image percetion and city economical environment irnage perception are respectively 3.98 and 3.95,city natural environment image perception at the low level,the mean of it is only 3.52.There is insignificant difference of city image perception and tourism satisfaction among the crowd with different demographic characteristics,while the native image is the factor that making the significant difference of city image perception and tourism satisfaction.Third,constructing the SEM(Structural Equation Modeling)of the influencing relationship between city image perception and tourism satisfaction,confirming the optimal model through "the alternative model test" and all the theorectical hypothesis put forward are verified through comparing the path coefficient of the optimal model.1)Fourth,based on the result of study,discovered the problems:1)the level of city natural environment image perception is low,2)city cultural connotations is not fully developed,3)the level of city social environment image perception has the significant difference,4)the advocation of city image is not enough;and put forward relevant proposal:Improving the city natural environment,2)developing city cultural connotat-ion,3)balancing the city social service,4)promoting the advocation of city image.