Destination Image, Events Interest In European And American Travel Consumer Travel Behavior Intention To Study

As the development of global economy and transportation, the tourism industry is developing rapidly in China. By 2010 the World Tourism Organization predicts that China will be the world's top destination. On the occasion of the opening of 2008 Beijing Olympic Games, the purpose of this study was to explore the relationship between Olympic Games and tourism and try to understand how tourist make travel decisions, what factors influence their decision and how these factors make influences.All in all, this study has learned from Psychology Theory, Consumer Behavior in Tourism, Event Marketing and Olympics Marketing. This article examined tourist's interest in event, tourist's destination image, tourist's perceived value and tourist's behavior intention.Through the survey of European and American latent tourist, this research found that most of the European and American latent tourist have interest in China Olympics Tourist, tourist's interest in event directly influence their destination image and their perceived value and behavior intention. Furthermore, destination image does not directly influence tourist's behavior intention, but influence it through tourist's perceived value. There is also another finding: some aspects of destination image have more influences than some other aspects.So, this study provides hints and implications for Chinese tourism marketing practitioners on how to market event tourism and Olympics tourism.