A Study On The Relationship Between Ski Destination Image,tourist Satisfaction And Re-visit Intention

With the successful holding of the 2022 Beijing Winter Olympic Games,skiing tourism has gradually entered the leisure and entertainment activities of ordinary people.Policy support and capital entry to a certain extent promote the enrichment of skiing hardware facilities,venues and other forms of business,but it is difficult to control the consumption tendency of the public to participate in skiing sports and the desire to revisit.All these are dynamic contact and gradual influence between tourists and ski tourism destinations in the process of skiing experience.Only by understanding the cognitive status,emotional attitude and satisfaction degree of tourists in ski tourism destinations can we better grasp the psychology of consumers,establish a good image and promote tourists to visit again.Therefore,it is of great significance to examine the pre-driving factors of tourists’ willingness to return for guiding the operation and management of ski tourism destinations,promoting the brand building and benign development of ski tourism destinations.This study introduces two pre-variables in destination marketing management research:destination image and tourist satisfaction.In this study in tonglu,zhejiang raw fairy ski resort,for example,on the basis of the emotional cognitive evaluation theory,selection of ski tourism destination image,satisfaction and revisit intention three variables to construct model,and then through the factor analysis to explore the cognitive ski trip destination image dimensions,and use AMOS inspection building model,the validation research hypothesis,Finally,relevant research conclusions are drawn through discussion:Ⅰ.The cognitive image of ski tourism consists of four dimensions: "natural resources and environment","skiing resources and atmosphere","tourism facilities and equipment",and "tourism service and quality".2.Cognitive image has significant impact on emotional image and satisfaction,but has no significant impact on revisiting intention.3.Emotional image has a significant impact on satisfaction,but not on willingness to revisit.4.Satisfaction significantly affected revisiting intention,and satisfaction completely mediated the relationship between cognitive image and revisiting intention.5.Emotional image plays a partially mediating role in the relationship between cognitive image and revisiting intention.6.among the people who participate in ski tourism,the middle-aged and young consumer groups have strong purchasing intention,and the family groups who participate in ski tourism are also more.On the basis of empirical analysis,this study puts forward relevant suggestions: 1.Two,to create a ski resort "hardware" and "software" satisfactory experience;Three,pay attention to ski tourism destination marketing promotion of tourists’ emotional stimulation,four,strengthen channel marketing,launch different combination of products.