Tourists’ Image Perception In World Cultural Heritage Sites On Tourists’ Behavioral Intention

China is becoming the fastest growth country of world heritages in the world.China’s rich resources have driven the rapid development of heritage tourism.Dujiangyan is an international tourism city with "World Natural Heritage,World Cultural Heritage and World Irrigation Project Heritage".It attracts tourists from all over the world every year.However,while the local heritage tourism develops rapidly,some problems occur there.For example,“Tourists complain about their poor perception of world heritage culture.”It’s essential to provide attractive products for tourists to satisfy their cultural aesthetics,which can arouse tourists’ positive emotions.In this way can generate tourists’ revisit and word-of-mouth recommendation willingness.Based on the theory of "S-O-R",this article explores the relationship of tourism image perception of world cultural heritage,tourists’ positive emotion and tourists’ behavioral intention.Tourism image perception of world cultural heritage can not only directly affect tourists’ behavioral intention,but also through tourists’ positive emotion.Besides,tourism attraction and culture,which are mainly from world heritage spots,are the most important factors to arouse tourists’ positive emotion.The tourism social environment and attractions are key to arouse tourists’ behavioral intention.Moreover,tourists’ positive emotion has a more significant effect on tourists’ behavioral intention.Above all,following suggestions are proposed to enhance the tourism image perception of world cultural heritage: Innovatively disseminate the tourism image of the“Three Heritage Sites” through multiple channels,Improve self-guided and guided tour explanations,Create diversified“heritage +”tourism products,Provide refined tourism services.