The Effect Of Tourist’s Perception Of Travel Site Image On Behavior Intention

Tourism is a high quality of life activity, which can bring you j oy and happiness, broaden your view, increase your knowledge, relieve pressure, face novelty, obstacles and challenges,and make happy memori es from the trip. Therefore, today’s world tourism, as a wide range of entertainment, attract more and more tourists. Competitive touris m image is one of the leading forms of tourism market sustainable dev elopment. The characterful, unique, and impressive travel site holds a dominant position in the tourism market. In the process of the deve lopment and planning of tourism resources, the travel site image enha ncement and promotion play a vital role in the market, and it is the primary task for sustainable development of tourism. However, relativ ely few studies have been conducted with respect to the influence of travel site image on the tourist’s behavior intention, as well as th e different influence factors in the different travel sites. Yanbian Korean Autonomous Prefecture is the only Korean Autonomous Prefecture in China. In Yanbian, it is feasible to enhance market competitiveness and visibility and to create tourism brands with unique and special regional conditions, diverse national cultures, and unique and magnif icent natural environment. This study developed a theoretical model o f travel site image from the tourist’s perspective. The study analyz ed the correlation between the travel site image and other relatedvar iables with the data collected from the field survey along with the s upport of the theories and methods from different disciplines includi ng the comprehensive use of tourism, tourism economics, and psycholog y.The purpose of this study is to investigate primary factors affec ting travel site image through the analysis of the correlation betwee n tourists’perceptions on the travel site image, their satisfaction level, and their behavior intention. The study aims to help the local government to improve tourism development and tourism image, as well as promote tourism-marketing activities in Yanbian. The findings of th is empirical study are as following:1) the tourism image of Yanbian is composed of four aspects:tourism facilities, tourism resources, t ourism environment, and tourism atmosphere; 2)travel site image has a significantly positive impact on tourist’s perception; 3)travel site image has a significantly positive impact on tourist’s satisfaction; 4)’travel site image has a significantly positive impact on tourists’ behavior intention; 5) tourist’sperception has a positive impact on t ourists’satisfaction; 6)tourist’s perception has a positive impact on tourist’s behavioral intentions; 7) tourist’s satisfaction has a positive impact on tourist’s behavioral intentions. According to the findings above, for promoting Yanbian travel sites images as well as s ustainable development of tourism, the study provided recommendations to strengthen urban construction of tourism facilities, improve publi c environment, enhance comfortability in tourism environment, create u rban characteristics and relaxed tourism atmosphere, highlight advant ages of tourism resources, and enhance attractiveness of travel sites.