| In recent years,with the continuous development of social economy,people's living standards are improving day by day,more and more people regard tourism as a necessity of life,and the number of tourists increases sharply.At the same time,competition among tourist destinations is also intensifying.Therefore,for local tourism management departments and tourism practitioners,on the one hand,the number of tourists increases,promoting tourism consumption and driving local economic development.On the other hand,with the increasing competition in the tourism market,the cost and pressure of competing for and maintaining tourist sources are also increasing.As a result,they have gradually shifted their strategy to cultivating and maintaining visitor loyalty.The tourism management department first considers what factors will have an impact on the willingness of tourists to revisit,and how to affect the willingness of tourists to revisit.Therefore,to grasp the relationship between the image of tourist destinations and tourists' willingness to visit again and improve the rate of tourists' revisit has become a hot topic of current tourism behavior research and marketing management.At present,there is no lack of domestic research on the relationship between the image of tourism destination and tourists' behavioral intention or willingness to revisit,but the relevant research can rarely play a role in practical application.In addition,through the search of "knowledge network" and other relevant websites,it is found that the research on the relationship between the image of tourist destination and tourists' willingness to revisit is missing by taking Mount Putuo as the research object.Therefore,this study takes Mount Putuo as an example to carry out the research,and puts forward practical and operable countermeasures and suggestions.This paper attempts to study from a new perspective,selecting one of the four famous Buddhist mountains in China,the Bodhisattva Guanyin ashram-Mount Putuo in Zhoushan as the research object.Adopting the theory of “rational” tourists perceived value and the theory of “sensibility” palace,this paper applies part of the attitude theory,i.e.the path of “cognition,emotion and behavior”,regarding the perceived value as “cognitive”,the intermediary variable,the palace attachment as the “emotional variable”,revisiting intention of the tourists as “behavior”.The existing mature models were modified to construct the influence mechanism model of tourist destination image,perceived value and local attachment on tourists' willingness to revisit and conduct research.In the research process,relevant research data samples were obtained through questionnaire survey.The field research took four months,and 693 valid samples were finally obtained.Then SPSS22.0 software was used for descriptive analysis,reliability and effect analysis,factor analysis,correlation analysis and regression analysis of the obtained samples.Finally,the following conclusions are drawn :(1)tourism destination image has a significant positive impact on tourists' perceived value;(2)tourism destination image positively influences local attachment;(3)perceived value has a significant positive impact on tourists' willingness to revisit;(4)the image of tourist destination has a positive impact on tourists' willingness to revisit.According to the results of empirical research,this paper puts forward relevant suggestions and countermeasures for how to improve tourists' willingness to revisit and promote the healthy and sustainable development of tourism in Mount Putuo.It mainly includes strengthening the construction of the cultural connotation of Mount Putuo,increasing the promotion of the image of Mount Putuo scenic spot,improving the public service facilities of the scenic spot,improving the traffic conditions and catering environment,etc.,so as to enhance the tourists' willingness to revisit and improve the revisit rate of Mount Putuo scenic area. |
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