The Influence Of Tourist Destination Image On Behavior Intention Based On Tourist Emotion

With the proposal and implementation of the "The Belt and Road" strategy,Shaanxi,as the starting point for Silk Road,has responded positively to the call of the country and built corresponding policies and regulations,to create the "Starting point of the Silk Road tourism" brand,which also promote the rapid development of tourism in Shaanxi province.At the same time,museum tourism is increasingly favored by tourists.In particular,the traffic volume of the "Emperor Qinshihuang's Mausoleum Site Museum","Shaanxi History Museum" and "Xi'an Museum" as the tourism card of-Shaanxi Province have greatly increased.Along with the rapid development of Shaanxi museum tourism,a series of problems,such as spot charging,crowding and so on,have greatly reduced the pleasure of tourists and affected the consumption experience of tourists.In view of this,this study selected three museums in Xi'an as research samples,from the perspective of emotional motivation,comprehensively used the theory of emotional cognition and structural equation model,through questionnaire survey and empirical test,studied the emotional mechanism of tourist behavior intentions,and further analysis the strength of mediating effects of cognitive motivation(satisfaction)and emotional motivation(positive emotions and negative emotions)in the "destination image-behavior intent" mechanism,and enriches and refines research on destination image and behavioral intentions,and provide theoretical guidance for management of tourist attractions and management of tourists' emotions and behaviors.First of all,this study sorted out the concepts and related researches on the tourism destination image,tourists' emotions,satisfaction and behavioral intention;secondly,on the basis of literature review,the research hypotheses and theoretical models of this study were put forward,and tourism destination image and tourist emotion questionnaire were compiled based on previous studies;then,questionnaires were issued at the Emperor Qinshihuang's Mausoleum Site Museum,Shaanxi Provincial History Museum and Xi'an Museum,and the questionnaires were revised through pre-investigation;finally,using the software SPSS22.0 and AMOS21.0 to make an empirical analysis of the collected data to verify the research hypotheses.The main conclusions of this research were as follows:(1)The museum tourism image includes eight dimensions:explanation system,canteen souvenirs,staff member,traffic accessibility,display exhibition,museum facilities,exhibits quality and ticket service.(2)tourism destination image significantly affects tourist emotion.Among them,the eight dimensions of the tourism destination image all have positive influence on the positive emotion of tourists.Only the four dimensions of staff service,traffic entry,quality of exhibits and the facilities and environment of the museum have a significant negative influence on the negative emotions of tourists.(3)tourism destination image has a positive effect on tourists' overall satisfaction and behavioral intentions.The eight dimensions of the tourism destination image are all positively affecting the overall satisfaction of tourists.Except the facilities and environment in the library,the other seven dimensions have significant positive impact on the tourists' behavior intention.(4)tourist emotions significantly affect the overall satisfaction and behavioral intentions of tourists.The influence of tourist emotion on behavior intention is higher than the influence of tourists' emotion on overall satisfaction,and the influence of positive emotion on overall satisfaction and behavioral intention of tourists is higher than that of the negative emotion on overall satisfaction and behavioral intention.(5)Tourists emotion is an intermediary variable between the tourism destination image and tourist's behavior intention.and different emotional states play different mediating effects between tourist destination image and behavioral intention.(6)Through the multiple mediating effect analysis showed that in the mechanism of the intention to the tourism destination image and tourist's behavior intention,the mediating effect of positive emotion is higher than the intermediary role of tourists negative emotion and overall satisfaction.Among them,the mean of mediating effect of tourists' positive emotion is 0.413,the mean of mediating effect of negative emotions of tourists is 0.131,and the mean of mediating effect of tourists' overall satisfaction is 0.164.The mediating effect of positive emotion is the strongest,the second is satisfaction,and the mediating effect of negative emotion is the weakest.(7)The average value of positive emotional dimension(M=5.33)in Xi'an museum is significantly higher than the mean value of negative emotion(M=2.99),It shows that when visiting museums,tourists are more inclined to produce positive emotions.The average satisfaction of tourists in Xi'an museum is 4.74,which is between general satisfaction and a little satisfaction.This research has theoretical and practical significance.In theory,the destination image is included in the emotional research category,and the influence mechanism of the tourism destination image on the tourist behavior intention is explained from the emotional motivation perspective;at the same time,on the basis of analyzing the intermediary mechanism of the tourist emotional motivation between the destination image and the behavior intention,this paper further compares the difference between the cognitive perspective and the emotional perspective in the intermediary effect,enriches and perfects the research on the process of the image and the action intention of the destination,and provides new ideas for such research.In practice,the evaluation results of tourism destination image,tourist emotion and satisfaction of Shaanxi provincial museum can provide theoretical and scientific basis for Shaanxi to improve the image of tourist destination.And it can provide reference for the development of museum tourism in other areas,and has a strong practical significance for the operation and management of Chinese museums.The innovations of this study are:First,from the perspective of tourists,this study explores the dimensions of the museum's tourism image.and the study on the motivation of tourist behavior intention is extended from the cognitive perspective to the emotional perspective,the mechanism of emotion generation is discussed,analyzes the tourism destination image and behavior intention of emotional mechanism;Second,further analysis of the cognitive and emotional perspective in the mediation effect of the differences,to verifies the important position of emotion in the management of tourism destinations,clarifies its intermediary effect between the tourism destination image and behavioral intentions,and confirms the theoretical model of "cognitive-emotion-behavior",enriches and perfects the research on the influence process of destination image and behavior intention,and provided new research ideas for such research.