The Differentiation Study Of Tourism Sign Stimulus For Tourism Destination Image Dimensionalities

Recently, tourism becoming popular causes many scholars and tourist enterprises to discuss the problem about tourism.Therefore, in order to solve the puzzle and fill the blank of academic studies, this paper which is based on science theories such as consumer behaviour and tourism information compares public sign stimulus and commercial sign stimulus to study the following questions:the different types of sign stimulus will affect what dimensions of tourism destination image;whether the different types of sign stimulus will result different tourism intention;whether sign stimulus will affect tourism intention nor dimensions of tourism destination image.This study based on the processor’s study, introducing the "favorable resources","facility convenience","good human relations" and "trendiness" into tourism destination image.Experiment research methodology is adopted and scenario video tape is used as stimulator.193students join this experiment and are divided into three groups,then quantitative analyses are conducted using ANOVA,correlation analysis and regression analysis by SPSS.The main research results are as follow:compared with commercial sign stimulus, public sign stimulus is more conducive to "favorable resources","good human relations" and tourism intention;compared with no sign stimulus, sign stimulus is more conducive to "favorable resources","good human relations" and "trendiness";impact on the size of tourism intention is "good human relations""trendiness","favorable resources" and "facility convenience".The results have some important implications for building tourism destination image.For example, tourist enterprises should be the reasonable control of information channels and should attach importance to coordination between commercial sign stimulus and public sign stimulus.