Research On The Influence Of Destination Perceived Coolness On Tourists’ Behavioral Intention

Normalized epidemic prevention and control,increasingly fierce market competition,and more personalized and diversified consumer demand have all brought significant challenges to the high-quality development of tourism industry.In this context,attracting repeat customers and enhancing their willingness to spread word-of-mouth play an important role.There is no denying that many domestic tourist destinations still have outstanding problems such as blind development and copying conformity in the process of development.Therefore,in order to promote tourists’ behavioral intentions in a more targeted manner,it is necessary to explore the key elements affecting behavioral intentions in the destination,and carry out targeted optimization and improvement,so as to establish its own dominant position in the fierce market competition environment.At present,with the popularity of consumers’ "cool" consumption,and the emergence of some new sharing social media,such as Douyin and Xiaohongshu,there are numerous classic cases of "popular" scenic spots that were originally niche,while previous studies on tourist behavior intentions have neglected to explore the element of destination coolness.At the same time,most of the existing researches on coolness are about technology product design and marketing,what’s more,there is insufficient research on the relationship between destination coolness and tourists’ behavioral intentions at home and abroad.In view of the various challenges faced by the tourism industry and other real-world situations,the neglect of destination coolness in tourist behavioral intention research,and the feasibility and necessity of destination coolness research,this study aims to explore the effect of the "cool" element of the destination on tourists’ behavioral intentions.Specifically include does perceived coolness of destination promote tourist behavioral intentions?If so,what is the internal logical path?And what role does customer delight and immersion play in this?By comprehensively sorting out a large number of related literatures at home and abroad,combined with industrial practice,this paper finds the gaps in current research and puts forward research questions.On the basis of selecting and continuously optimizing mature scales at home and abroad,the research data is mainly obtained through online questionnaires,a total of 300 valid questionnaires were obtained,and then SPSS and AMOS were used to conduct statistical analysis,reliability,validity,and proposed hypotheses tests.The final research results show that:(1)Perceived coolness of destination has a significant positive impact on tourists’ behavioral intention,and the influence on word-of-mouth intention is greater than that on revisit intention.(2)Flow experience has a significant positive impact on tourists’ behavioral intentions,and the impact on revisit intentions is greater than word-of-mouth intentions.(3)The role path of destination perceived coolness-customer delight-flow experience-tourist behavioral intention has been tested,that is,customer delight and flow experience play a part in the relationship between perceived coolness of destination and tourists’ behavioral intention effect.Finally,this study discusses the conclusions obtained based on the existing literature,expounds the practical implications,research limitations and future prospects of this study,and provides some references for the deeper relationship between destination coolness and consumer behavior intention.