A Comparative Study On The Impact Of Japanese And Korean Image & Destination Image Of Travel Intention

The booming development of tourism has prompted more and more tourists to take foreign countries as tourist destinations,and when potential tourists choose their destinations,the main reason that influences their choice is that they are attracted by the image of the country.As the summation of the individual's belief,thought and impression,the image plays an important role in the choice of behavior intention of tourists.At present,the research on the country image and tourist destination,as the research hotspot in the field of international business and tourism,is becoming more and more mature.As there are many similarities between the image of tourist destination and country image on national scale,some scholars have begun to try to put the two in the same frame in order to find the interaction mechanism between them,but in the present research,there are few studies to confirm the interaction between the country image,the destination image and the tourist intention.Therefore,after reviewing the relevant literatures,this paper constructs the interaction model of country image,tourist destination image and tourist intention under the framework of tourism based on the Attitude theory,explores the relationship between the three by the potential Chinese tourists,and puts forward three main hypotheses.In order to verify the hypothesis,this article uses the sampling survey method,has issued 564 questionnaires,the recovery valid questionnaire 483,uses the SPSS 22.0 statistical analysis software to divide the country image and the tourist destination image dimension,uses AMOS 20.0 to construct the structural equation model based on the dimension,Establish final assumptions and conduct hypothesis testing.In addition,after testing the whole model,we extracted samples from Japan and Korea separately,and confirmed the differences between the two images.Through the above analysis results come to the following conclusions:(1)identify the dimensions of country image,tourist destination image,tourism intention,and confirm the relationship between each dimension,prove that the national image is an important factor affecting the image of tourism destination,and verify the influence of tourist destination image on tourism intention;It verifies the positive effect of country image on tourism intention,and compares Japan and Korea as the object of comparison,and discovers the significant difference between the dimension models.Through the conclusion from the country image and the national scale tourism destination image two related suggestions.In shaping the national image,the main can be promoted from the following three aspects:(1)Pay attention to the national quality of the destination country,establish a good amphitryon image,pay attention to the diplomatic relations between countries,good diplomatic relations can enhance the image of the country,so as to bring positive impact on tourism development.(2)Emphasis on the construction of national hard power and culture,education and other soft power upgrade.(3)The people and tourists should take into account the emotional preferences,can design a higher acceptance of the image to promote the country image,improve the residents' emotional awareness,can also bring economic income for the country,promote industrial development.In the promotion of tourism destination image,we can start from the following three aspects:(1)The state should improve the construction of tourism facilities,should continue to promote the structural reform of tourism supply side,improve the construction of tourism infrastructure and enhance the image of tourist destinations.(2)We should focus on the construction of national tourism image,use the "Internet Plus Campus" emerging mode to promote the image of "Beautiful China",promote the image of China's national tourism.(3)Should pay attention to enhance the identity of potential tourists,pay attention to the emotional cognition of potential tourists,such as the formation of hospitable social atmosphere and a good cultural environment,so that potential tourists have emotional pleasure and relaxation,and better stimulate their tourism intention.