A Study On The Relationship Between Hohhot City Tourism Destination Image And Tourist Behavior Intention

The tourism destination image is a collection of beliefs,ideas and impressions held by the individual on the destination.It is a combination of impressions formed by tourists after visiting the tourist destination,and is a concept with subjective nature.Domestic and foreign studies have carried out research and analysis on tourism destination image from various aspects,including major tourist cities,major cities for entry and exit,and major tourist attractions,but few scholars pay attention to the tourist image of cities in ethnic areas.The behavioral intention of the tourist refers to the judgment of the tourist on the possibility of revisiting and recommending a tourist destination to his relatives and friends.Based on the tourism destination image of Hohhot,this paper studies and analyzes the relationship between tourist image and tourist behavior intention.This paper is divided into seven parts.The first part is the introduction part,which mainly explains the background,significance,research methods and technical routes of the thesis.The second part is a review of the tourist destination image and the tourist behavior intentions.Through the analysis and collation of related literatures on domestic and foreign tourist destination imagery and tourist behavior intentions,the concept of tourist destination image and tourist behavior intention,the measurement of tourist destination image and tourist behavior intention,the formation of tourism destination image and the image of tourist destination.The research status of the influence of tourists' consumption behaviors is reviewed.The third part is the research design of urban tourism image and tourist behavior intention in Hohhot.It mainly introduces the case and selection reasons,and explains the design and collection of the questionnaire.The fourth part is the data analysis part of Hohhot city tourism image and tourist behavior intention.This part mainly analyzes the sample population,tests the reliability and validity of the questionnaire,and proposes the research model based on the factor analysis of cognitive images.The fifth part tests and analyzes the relationship between urban tourism image and tourist behavior intention in Hohhot.Firstly,the relationship between the two is explained and explained by interview method.Then the mathematical statistics method(correlation analysis and linear regression equation)is used to demonstrate the relationship between the two,and whether the cognitive image will affect the emotional image and the overall image.Intermediary effect detection was carried out,and finally the possible influencing factors were analyzed.The sixth part is based on the above analysis and research,based on the improvement and improvement of the tourism image of Hohhot city.The seventh part of the research conclusions and prospects mainly include the conclusions and research limitations of the research,and the future research directions are prospected.Through empirical analysis,this paper believes that the image of Hohhot city will have an impact on the behavior of tourists.Mainly manifested as national cultural imagery,tourism service imagery will have a positive impact on emotional imagery,overall imagery and tourist behavior intentions.Emotional imagery and overall imagery have a positive and significant impact on tourists' behavioral intentions.National cultural imagery,urban environmental imagery and tourism service imagery will indirectly affect emotional imagery and overall imagery.Therefore,in the shaping of tourist destination image,ethnic areas should pay attention to the improvement of national cultural imagery and tourism service image,and pay attention to the maintenance of tourists' emotions to enhance the overall tourism destination image.