Study On The Influence Of Tourism Image On Tourists' Behavioral Will In Forest Tourism Destinations

The modern tourism industry is developing rapidly,and the study of tourism imagery has quickly gained widespread attention from researchers.For the tourism industry,tourism imagery largely determines the sustainability of industry development.However,after finishing and analyzing the existing literature,the author found that few of the existing literature researched on how to develop forest tourism destinations and carry out related construction based on the perspective of tourists.Therefore,this article mainly starts from the three dimensions of tourists' perception of tourism images: cognition,emotion,and overall image.Taking the Qinling region of Shanxi as the research area,taking tourism image and tourists' behavior as the research object,we construct a theoretical model,use correlation analysis,Exploratory factor analysis,structural equations,intermediary effects,regression analysis and other methods to analyze the impact of tourism image on tourists' behavioral intentions,based on tourists' demands and starting from differences in tourists' cognition,put forward relevant measures and countermeasures for forest tourism development and construction.The final conclusions are:First,the cognitive image of forest land tourism is composed of five factors: natural environment,cultural environment,infrastructure,consumer price and service level.Second,the five elements of cognitive image are obviously proportional to the emotional image;the overall image is obviously proportional to the relationship;the cognitive image,the emotional image and the overall image are significantly proportional to the tourists' behavioral intention.Third,emotional image and overall image are the intermediary variables of cognitive image and tourists' behavioral intention,and play a partial mediating effect between cognitive image and tourists' behavioral intention.Fourth,through the analysis of the actual satisfaction of the natural environment,cultural environment,infrastructure,consumer prices and service levels,we know that tourists are more satisfied with consumer prices;satisfaction with the natural environment,cultural environment,infrastructure and service levels for the general.