Research On The Influence Of City Tourism Image On Tourists' Loyalty

In recent years,with the acceleration of urbanization and the continuous improvement of people's requirements for leisure life,many cities,based on their internal and external tourism resources and regional cultural characteristics,build and promote unique urban tourism image by strengthening urban management,constantly improving various elements of urban tourism,and improving cultural characteristics and customer service quality,so as to make the city's tourism function It's constantly played out.However,the rapid development of urban tourism also intensifies the competition between cities,which makes cities with fuzzy positioning and serious homogenization in a competitive disadvantage.How to dig deep into the city's characteristics and create a unique,prominent and interesting tourism image has become an increasingly concerned issue of urban tourism management and marketers.And this kind of difference image construction is called "city tourism image" in the aspect of tourists' perception.Based on the literature review at home and abroad,this study constructs a research model,designs variable measurement scale,collects the data needed for empirical analysis in Changsha,and completes the revision of the research model and the verification of the research hypothesis.As a result,the conclusion that the perception of urban tourism image elements and the self-consistency of tourists have an impact on the loyalty of tourists is as follows:(1)urban tourism shape The six-dimensional internal structure of image perception;(2)the perception of some elements of urban tourism image has a significant positive impact on tourists' loyalty;(3)the notification of urban tourism image elements has a significant positive impact on tourists' self-concept consistency;(4)tourists' selfconsistency has a significant impact on tourists' loyalty;(5)The factors of urban tourism image have a significant positive impact on tourists' loyalty through the two intermediary variables of tourists' real self-consistency and ideal self-consistency;(6)under different tourists' situations,urban tourism image should There were no significant differences in the perception of element,selfconsistency of tourists and loyalty of tourists.Based on the above research conclusion,the author believes that the tourism marketing personnel should pay more attention to the tourism market research when carrying out the tourism marketing activities,and need to dig more deeply the self-concept of the tourists in the target market.Guided by the self-concept of tourists,this paper constructs a new idea of segmentation of tourist market,and accordingly shapes a distinctive image of urban tourism,and comprehensively promotes the relevant strategies of urban tourism image.In order to build a long-term mechanism of loyalty of urban tourist destination and realize the longterm prosperity and development of urban tourism,we should construct the match between the brand personality of tourist destination and the self-concept of tourist,probe into the behavior intention of tourist deeply,and carry out various marketing means pertinently.