The Study Of Relationship Between Word-of-mouth And Tourist Destination Image

The target of tourist destination marketing is how to attract tourists and outstand in numerous alternative tourist destination, so as to increase tourist demand. With the vigorous development of tourism industry,researchers found image is the key factor to attract tourists,but a good tourist destination image is the first step of tourist destination marketing,how to pass fully image to (potential) tourists and let they accept effectively is the key step of eventual shape of the tourism competitiveness.Word-of-mouth as a traditional and effective way can generally reduce risks what stem from that the destination is far from guest area,and service is intangible,since (potential) tourists think reputation from tourist experience without commercial interests is more credible.The paper,through studying relationship between tourist destination image and willingness of dissemination of word-of-inouth,find that tourist destination image can be improved through the managements of some specific aspects,in order to stimulate and guide tourists to disseminate word-of-mouth of destination.The paper demonstrate that tourist destination image including cognitive image,affective image and overall image,while cognitive image own seven factors to represent its seven major aspects:tourism quality, humanistic resources,tourism commodity value,tourism infrastructure,human factors,natural resources and management of scenic spot.Results of research and enlightenment as follows:(1)Affective image and overall image both have positive effect on the word-of-mouth,however only tourism quality,natural resources and cultural resources in cognitive image have significantly positive effects on the word-of-mouth.According to the statistical analysis,Chengdu should be based on natural resources and humanistic resources to develop tourism industry,increase the participation,implement comprehensive standardized management and the word-of-mouth marketing strategy through the establishment of the destination marketing information system,in order to guide tourists to disseminate the word-of-mouth of Chengdu;(2)Overall image has the most significant influency on the word-of-mouth.Therefore,the paper maintain that destination should be paid to the management of service recovery after a failed service,through formulate remedial measures in the articles in advance and train employees for improving efficiency of service and offsetting negative impact on overall image;(3)Personality can be divided into four dimensions:kind and responsible, vivacious, emotionally stable and openness to experience,especially kind and responsible has significantly positive effects on the word-of-mouth respectively with natural resources, humanistic resources, human factors,management of scenic spot, affective image and overall image,while vivacious has positive effects on the word-of-mouth respectively with natural resources, human factors,management of scenic spot, affective image and overall image;(4)Through the analysis of variance,the degree of interaction between average monthly income and education,average monthly income and tourism experience, even the interaction among average monthly income,education and tourism experience have significant impacts on the word-of-mouth.Therefore,average monthly income, education and tourism experience should be as a common standard of subdivision on the basis of the charac-teristic of tourism projects.