Research On The Influence Of Chengdu Food Image On Tourists’ Behavioral Intention

With the development of people’s living standards and the diversified development of the tourism market,food has become an important concern for tourists.The tourism academia has gradually launched the research and industry practice of food tourism,and the tourism industry has also gradually paid attention to the large demand of tourists for food.They have thrown out characteristic food one after another,and even used food as the spokesman of the city,focusing on improving the food image of the destination,so as to enhance the sense of experience of tourists.Therefore,the food image has become a new research highlight.However,domestic scholars pay more attention to the development of food resources,food tourism product design and food tourism marketing,and less research on food image,especially the lack of quantitative research on food image.In view of the current lack of research on food image,this paper takes Chengdu,the famous "city of food",as an example,through the statistics of 308 valid online and offline questionnaires,uses spss21.0 and amos21.0 to analyze the dimensional composition of food image,discusses the relationship among food image,pleasure and behavior intention,and analyzes and tests the structural equation model.And the effect of pleasure as a mediator in the relationship between food image and behavior intention.The results show that: food image includes four dimensions: safety and quality,taste,restaurant service and cultural experience;taste,restaurant service and cultural experience have a positive and significant impact on tourists’ behavior intention,and the impact of safety and quality on behavior intention does not pass the hypothesis test;safety,quality and taste have a positive and significant impact on tourists’ pleasure,while restaurant service and cultural experience have a positive impact on tourists’ pleasure The results show that there is no support for the influence hypothesis of food image;pleasure has a significant positive impact on tourists’ behavior intention;pleasure plays a partial mediating role in the four dimensions of food image.Finally,according to the results of hypothesis test,this paper puts forward corresponding management countermeasures from the perspective of destination marketing and management,which provides reference for building "city of food" from the aspects of paying attention to the construction of destination image,especially the food image,enhancing the safety and quality of food,strengthening tourists’ cultural experience behind tasting food,and enhancing tourists’ sense of pleasure...