Tourism Destination Image And Its Effect On Word Of Mouth Based On Guilin

Tourism has become an important way for the public to relax and live,Tourist destinations pay more attention to improve destination image,in order to attract more travellers.And the destination image relates to the establishment of tourisms' word of mouth.Therefore,more and more researchers begin to explore the relations between destination and word of mouth,aiming at providing a different way for destination marketing.This study take Guilin as the object of study,based on the domestic and foreign tourism destination image analysis,points out the difference between formative and reflective construct.Then,the tourism destination image scale,based on the characteristics of Guilin,was constructed by in-depth interview,focus group interview and field investigation.The results show that the image of Guilin tourism destination is composed of four dimensions: natural scenery,historical humanities,tourism facilities and tourism service.The scale is proved to have favorable reliability and validity,which provides the necessary scientific tools for further research.In order to explore the mechanism of the relationship between emotion and the tourist behavior.This study use a image scale which mix a cognitive scale and a emotion maturity scale to further explore the relationship.Then,field research was taken to explain the desire of WOM.The research shows that the cognitive image significantly influence the positive emotion,and the image of natural scenery and tourism facilities significantly affect the willings of WOM.Emotion as a key factor affecting satisfaction,indirectly affecting the willings of the WOM.Although the will of the WOM reflect the potential behavior of the tourists,it is not a real behavior.Therefor,this study collect questionnaire by internet to study the behavior of WOM.The research shows that cognitive image have the positive influence as well.Tourism facilities affect WOM directly.The emotion still significantly influence the satisfaction,and indirectly affect the WOM.This study put forward some suggestions based on the conclusions,besides improving the destination,the destination marketing organization should also take concern for tourists' emotion.