Study On The Image Of Donghe Village Tourism Destination And The Intention Of Tourists’ Behavior

The image of the tourist destination is one of the most important factors to attract tourists.The good tourist destination image attracts tourists and affects the recommended behavior and re-parade of tourists.From the perspective of management,these post-tour behaviors not only play an active role in promoting the cost reduction and profit increase of local enterprises in tourism destinations,but also are an important driving force for the success of destination marketing strategies,providing an analysis of the improvement of destination imagein accordance with.This paper starts with the cognitive image,emotional image and comprehensive image of Donghe Village,and studies the image of tourist destination and the intention of tourists.In the form of field research and questionnaire survey,this study surveyed visitors by means of online questionnaires and on-site questionnaires.A total of 264 valid questionnaires were obtained,using SPSS 19.0 software statistical methods to inform visitors of basic information and tourism.Donghe Village’s cognitive image,emotional image,comprehensive image and tourist behavior intention analysis,and concluded:(1)The tourists of Donghe Village rural tourism are mainly young and middle-aged;(2)The image orientation of Donghe Village is not prominent;(3)Donghe Village leaves a good comprehensive image for tourists,among which the emotional image is best;(4)The higher the evaluation of the cognitive image of Donghe Village by tourists,the more positive the evaluation of the emotional image of the place;(5)The cognitive image and emotional image of Donghe Village have significant positive effects on the comprehensive image of the tourist destination;(6)The better the tourists’evaluation of Donghe Village’s cognitive image,emotional image and comprehensive image,the higher the tourist’s intention and recommendation intention.According to the conclusion,this paper puts forward the following suggestions:(1)Pay attention to the needs of the main source group;(2)Strengthen the image orientation and promotion of Donghe Village;(3)Improve the elements of Donghe Village’s cognitive image;(4)Enhance the emotion of Donghe Village Image elements.In order to improve the cognitive image of Donghe Village,visitors will feel happy and relaxed after visiting Donghe Village,improve the evaluation of the tourists’comprehensive image,and increase the tourists’intention and revisiting intentions.