A Study On The Relationship Between Tourist Destination Image And Tourists Behavior Intention In Coastal Cities

With the development of science and technology and the progress of society,people’s consumption is no longer just food,clothing,housing and transportation,but more and more inclined to spiritual consumption such as tourism.Gradually,tourism has become a normalization.Whether the president with an annual salary of millions or white-collar workers with a monthly income of thousands,they will more or less carry out spiritual consumption such as tourism.Under such a background,the demand of the tourism market has also changed and began to develop in the direction of quality and diversification.More and more scenic spots have been developed,and the competition among scenic spots has become more and more fierce.They all want to occupy as many tourist source markets as possible.Therefore,the developers of scenic spots have invested heavily in the brand image of the scenic spots,because tourism image accounts for the largest proportion in tourists’evaluation of the tourist destination after tourism and their willingness to act on the tourist destination in the future.From the perspective of tourism operators,a good tourism image plays a vital role in the success of the tourism destination marketing strategy,and it is also an important way to improve the competitiveness of the tourism destination.In recent years,there are many studies on the relationship between destination image and tourists’ behavior intention.Many researchers have done a lot of research on the relationship between them and the path between them.In their research,researchers usually define tourists as rational consumers by default.The quality of tourism destination environment directly determines the quality of tourists’ emotions.A good tourism destination environment can make tourists have positive emotions.Moreover,the purpose of tourists’ tourism is to pursue a positive emotion,It is also to get an emotional experience.This study can enrich the related theories such as emotion evaluation theory,positive emotion expansion and construction theory and satisfaction theory.The final research conclusion can also provide theoretical and innovative ideas for the tourism planning of Qingdao tourism resort,stimulate the positive emotions of tourists and realize the transformation and innovation of tourism products.Enhance the competitiveness of Qingdao’s tourism industry,further the tourism image of Qingdao’s tourism industry,obtain greater economic benefits,promote the further development of relevant industries and enterprises,and upgrade the enterprise management mode.On the basis of relevant research,based on the emotion evaluation theory in psychology and tourists’ word-of-mouth,this paper introduces the intermediary variable of positive emotion from the perspective of tourists’ emotion after tourism and the change of emotion before tourism,This paper studies the emotional mechanism of tourists’ behavior intention and the influence path of positive emotion between tourism destination image and tourists’behavior intention.Finally,through investigation and research,the following main conclusions are drawn:(1)The positive emotion and satisfaction of tourists play an intermediary role between tourism destination image and tourists’ behavior intention.(2)Tourist destination topography has a significant impact on tourists’ positive emotion;Tourist destination topography has a significant positive impact on tourist satisfaction;There is no significant effect between tourism destination image and tourists’ behavior intention.(3)Tourists’ positive emotions have a significant positive impact on tourists’ behavior intention;Tourists’ positive emotions also have a significant impact on their own satisfaction.(4)Tourists’ satisfaction has a significant impact on tourists’ behavior intention.