| Recent years,with the rapid development of economy,the competition of tourism destination is increasingly fierce.In order to seek a breakthrough in the tourism market,the practice of brand marketing and brand building in tourism destinations has been constantly improved,and the academic theories on the relationship between destination and tourists have also been enriched.Although the researches of relationship among destination image,destination personality,tourist satisfaction and tourist loyalty emerge endlessly,most are based on the perspective of visitors and separate inquiries of the relationship among destination image or destination personality and tourist satisfaction and tourist loyalty.For the internal influence relationship of destination image,destination personality,tourist loyalty and tourist satisfaction explored few and far.Based on this,this paper takes Suzhou as a case,on the basis of reading a lot of relatived literatures at home and abroad,proposed hypothesises of the relationship among destination image,destination personality,tourist satisfaction and tourist loyalty.The results on the text analysis of online comments and previous scale are combined to make measuring scale,visitors to Suzhou are the research object on the empirical.At the same time,in order to reveal the influence relationship between destination and tourists more profoundly,this study also takes travel experience as the moderating variable,to explore the differences in destination image and destination personality perception between first-time visitors and repeat visitors,and also uses Independent Sample t Test,Multi-group Analysis and other methods to verify the influence of travel experience on the prediction effect among variables.Finally,the research conclusions are as follows:(1)cognitive image will significantly affect the affective image.Cognitive image of Suzhou is composed of four dimensions:tourist attraction,leisure and entertainment,infrastructure,urban environment.(2)destination personality of Suzhou consists of four dimensions:intellectuality,vitality,tranquility,elegance.(3)cognitive image significantly affects destination personality,while affective image has no direct impact on destination personality.(4)both cognitive image and affective image of destination can significantly affect tourist satisfaction.The influence of cognitive image on tourist loyalty is completely mediated by the tourist satisfaction,while affective image can directly affect tourist loyalty and indirectly affect the tourist loyalty through tourist satisfaction.(5)destination personality can directly affect tourist satisfaction,and also indirectly affect tourist loyalty through affecting tourist satisfaction,that is,tourist satisfaction plays a key intermediary role between destination personality and tourists’willingness to revisit and recommendation.(6)repeat visitors’ perception of destination image and destination personality,as well as their satisfaction and loyalty are basically better than that of first-time visitors,travel experience has a significant moderating effect on the relationship between affective image and tourist satisfaction,and also between tourist satisfaction and tourist loyalty.In terms of the prediction of affective image to tourist satisfaction and the prediction of tourist satisfaction to tourist loyalty,the first-time visitors is obviously superior to the repeat visitors.Through exploring the relationship among destination image,destination personality,tourist satisfaction and tourist loyalty,this paper concluded that "image→personality→satisfaction→loyalty" theoretical model,not only to explore the relationship between destination image and destination personality,confirmed that the theory of "cognition→attitude→behavior" and enriched its application at the destination brand research,but also provides support for the development of future tourism research angle and theory.For destination managers,the conclusions of this study also have practical guiding significance.Destination marketers should strengthen the shaping of destination image,highlight destination personality,see improving the satisfaction as an important starting point to enhance tourist loyalty,at the same time do a good job in market segmenting,develop different marketing strategies for first-time visitors and repeat visitors,so that keep the destination unique,and obtain substantial development in the fierce market competition. |
