A Study On The Relationship Between Tourism Involvement,Destination Image Perception And Tourists’ Behavior Intention

As China’s tourism industry has gradually become a strategic pillar industry of China’s national economy,its role in promoting the promotion of excellent Chinese culture and promoting the optimization of economic structure has become increasingly evident.Along with the vigorous development of tourism,there are also different tourism demands and tourism images of various places and scenic spots that need to be improved.Therefore,more and more researchers focus on tourist behavior intention,destination image,tourism involvement and other related research fields.At present,the development of domestic tourism has stepped into a brand-new stage.People no longer stop at the shallow level of sightseeing,but more people begin to pay attention to the deeper level of tourism services such as emotional value,cultural value and service value brought by tourist destinations.Therefore,how to accurately grasp the tourist experience pursued by tourists,so as to stand out from competitors in today’s increasingly fierce market? This has become an important problem to be solved urgently in all tourist attractions and destinations.Under this background,this paper has carried out related research.By consulting the relevant literature in the early stage,it is found that there are abundant researches on tourists’ behavior intention and destination image at present,and some scholars have also studied the influence paths between tourism involvement and destination image,and between tourism involvement and behavior intention.Based on the research results of the above experts and scholars,this paper discusses the relationship among tourism involvement,destination image perception and tourists’ behavior intention under the guidance of destination image,expectation difference and involvement theory,and constructs the relationship model among them.Taking Mount Tai in Dongyue as a case,the sample data required for this study were obtained by questionnaire survey,and the research hypothesis was empirically analyzed with the help of SPSS and AMOS.The findings are as follows:(1)Tourism participation affects tourists’ destination image perception and behavior intention;And the perception of destination image will directly affect tourists’ behavior intention.(2)Tourism involvement has a significant positive impact on destination image perception and behavior intention;Among the three indicators involved in tourism,the self-expression dimension plays a greater role in the perception of destination image,while the attraction dimension has a greater impact on behavior intention.(3)Compared with tourism involvement,destination image perception has a greater impact on behavior intention;Among the three dimensions of destination image perception,the emotional image mainly plays a role in tourism involvement,while the overall image mainly affects the destination image perception.(4)Tourists’ behavioral intention has a certain correlation with tourism involvement and destination image perception,which in turn will affect tourism involvement and destination image perception;The recommendation intention in behavior has great influence on tourism involvement and destination image perception.According to the research conclusion,the suggestions given in this paper are as follows: First,the destination should base itself on its own resources to create exclusive advantages;Second,scenic spot management should be people-oriented,and reward positive behavior intention through high-quality service;Third,strengthen the positive experience by shaping a good destination image,and build the connection between people and places.