Study On Choice Preference Of Tourists In The Perspective Of Gender Perception Of Tourist Destination

Under the background of increasingly fierce competition among tourist destinations,clarifying tourists' real choice perception of tourist destinations and realizing the connection with tourists by means of personified images can make tourist destination stand out in the competition.There's an expression of personifying the gender of tourist destinations in literature,architecture and geography.Similar to the old saying "Manchuria is male,Chiangnan is female" has always existed in people's realistic perception.However,the academic circles have not studied the gender perception of tourist destinations.So in this study,firstly defined “the gender perception of tourist destinations” as an abstract about the whole perception formed by tourists on the basis of their perception of natural,historical and humanistic factors of tourist destination,combined with the projection image formed by marketing promotion of tourist destination,and summarizes it as a symbolic presentation form of tourist destination with a specific gender role.This paper tries to prove the hypothesis that tourists have obvious gender perception of tourist destinations,so we develop the gender role perception scale and complete four experiments.In order to enrich the image of tourist destinations,endow the tourist destination with personality traits of enthusiasm and ability based on the stereotyped content model of psychology.So,we formed four different types of anthropomorphic image combinations of tourist destinations.At the same time,in order to study tourists' choice preferences for anthropomorphic image,we introduce 3 moderator variables: self-congruity,need to belong,perceived risk.Thus,the formation of and the research framework of the gender perception of tourist destinations and tourists' choice preferences theory framework.The result of this study proves that:(1)tourists have obvious gender perception of tourist destination,and different gender perception of tourist destination will affect tourists' choice preference;(2)On the premise that tourists have obvious gender perception of tourist destination,tourists' self-congruity affect tourists' choice preference for tourist destination.When the degree of self-congruity is high,tourists prefer tourist destinations that are consistent with their gender perceptions and will reject the place which has the opposite gender;(3)on the premise that tourists have a clear gender perception of tourist destinations,the degree of need to belong is regulated by tourists' choice preference for tourist destinations.And the tourists with high need to belong prefer passionate tourists of the same gender.Correspondingly,tourists with low need to belong have less difference in choosing tourist destinations;(4)The influence of need to belong on preference of tourist destinations will be regulated by tourists' perceived risk: in the context of high perceived risk,the effect of need to belong on choice preference of tourists is weakened,and tourists prefer competent tourist destinations with the same gender;only in low perceived risk situations,tourists' psychological behavior characteristic of need to belong will be more obvious.