The Impact Of Destination Image Of Mongolia On Tourist Travel Intention

In the 21st century, the tourism industry around the world has developed prosperously. Tourism for a country or region is of great significance, it can bring considerable income to a location. Travel destinations with local national and cultural identity is the key to attracting tourists to local tourism. Development of tourism destinations is an integrated project, the government, non-governmental organizations, businesses and local residents are supposed to cooperate and coodinate.The concepts of destination image and destination marketing and branding are closely interrelated. The ultimate goal of any destination is to influence possible tourists’ travel-related decision making and choice through marketing activities. Although it is not possible to influence aii aspects of image formation, tourism marketers try to strategically establish, reinforce and, if necessary, change the image of their destination by communicating a strong destination brand. Hence, image studies are considered to be a vital part of marketing and branding strategies. However, not everyone has the same image of a destination, as image perception changes according to different influences, such as personal, cultural and psychological ones.The purpose of this thesis was primarily to identify and explore the effects of nomadic culture on tourism its interrelationships to destination marketing and branding fromO the perspective of DMO. In this respect, the study aimed at finding out in how far a DMO can achieve to develop a marketing strategy that is consistent and somewhat standardized, and yet adapted to the individual market and culture in which it is operated.Through extensive literature study, the current situation and the characteristics of tourism development in Mongolia, this paper proposed affective mechanisms of Mongolia tourism willingness on the basis of tourism destination brand equity model. Subsequently, the author chooses to develop questionnaire from mature scale to collect first-hand data, and then addresses regression analysis to verify the models and assumptions.Results indicate that Region Image, Destination Awareness and Destination Image are the foundation of successful marketing strategies and that in times of ever-increasing eornpttitiveness, image is one of the few points of differenciation from other tourist destinaitons. Therefore, DMOs should have a powerful overall strategy which globally leads into one pre-defined direction as well as include stakeholders’interests especially those of local nomadic people. DMOs should cooperated to develop tourism products with nomadic Mongolian charactoristics, such like theme parks.