Research On The Relationship Among Tourism Destination Image And Tourist Word Of Mouth And Behavioral Willingness

Nowadays tourism has become an important and popular way of daily recreation and relaxation.The choice of tourism destination is the prerequisite for tourists' traveling.With tourists' tourism knowledge increases,the demand for tourism destination is becoming stricter;most big scenic spots pay more attention to how to build a positive image for tourists.Good images of tourist destination relate to the positive reputation of tourism destination that is established by travelers,which promote more tourists to travel.So more and more tourism researchers start with the perspective of tourists,try to explore a new way for the tourism destination marketing.The images of tourism destination are composed of multiple dimensions.The influences of different dimensions are various on word of mouth and behavioral willingness and the image factors of different tourism destinations are not the same.Word of mouth derives from the experiences of others travelers,which is the most primitive and effective way to transmit without other business behaviors.Although behavioral willingness is the potential travel behavior of tourists,can predict the tourists' attitude to tourist destinations to some extent.The relationship among internal factors of tourism destination images,the word of mouth and behavioral willingness of tourists is not found to study tourism destination,so this thesis has some forward-looking and innovative.This thesis chooses Nanchang as case study;make questionnaire survey to the tourists of the Bayi Square,Site-Memorial of Bayi Nanchang Uprising,Tengwang Pavilion,the railway station and the places which have lots of external population.This thesis takes factor analysis to explore internal factors of the image of Nanchang and enrich the theories of tourism destination images.Then the relevant analysis and regression analysis are used to deeply analyze the relationship among the dimensions and the word of mouth,behavioral willingness of tourists,and the correlation between the word of mouth and behavioral willingness of tourists.The results are shown as following.The images of tourism destination of Nanchang are composed of ten dimensions: tourism attraction,tourism traffic,tourism price,environment atmosphere,tourism service,natural scenery,social image,red image,cultural background and emotional image.Social image,tourism Attractors,environmentatmosphere,red image,cultural heritage,emotional image positively impact on the spread of tourism and the behavioral willingness of travelers,tourism service factor only positively impacts on the word of mouth of travelers,while natural scenery,tourism traffic,tourism price have not a significant impact on the spread and behavioral willingness of tourists.This thesis proposes corresponding countermeasures based on the conclusions,which provide basis for the tourism sector or tourism marketing practitioners to develop marketing.The shortcomings of tourism destination are improved,which promote tourists to produce a positive word of mouth spread and positive behavior,so as to promote the healthy development of Nanchang tourism.