A Research On The Relationship Among Tourism Crisis、Destination Image And Tourists’ Behavior Intention

The tourism of our country has been in full swing and has gained traction rapidly,benefit from the improvement of economy and the support of the government policy.However,some emergency and uncertainties can easily affect the tourism due to the sensitivity and vulnerability of the tourism industry itself and the dependence on the relevant industries and external factors,moreover,it can even hinder the sustainable development of tourism,and lead to tourism crisis in a certain range.Tourism crisis will influence the public image of the tourist resort,and also,it plays a noteworthy part in travel decision-making and visiting intention,which is related to the long-term stability of tourism,so some related research is of great significance,and tourism crisis has been taken seriously by tourism research.Researches on the relationship between tourism crisis and tourism image,tourism crisis and tourists’ behavior intention emerges rapidly,However,research on the relationship between tourism crisis,destination’s public image and tourists’ behavior intention is rare.By what way Tourism crisis affects tourists’ behavior intention and how the public image of tourism destination plays an intermediary role in the process of tourism crisis affects the behavior intention of tourists is the biggest focus of this essay.In this,the paper introduces the destination’s public image into the relationship between tourism crisis and tourists’ behavior intention to explores the importance of destination’s public image in the process of behavior.This paper constructs the structural equation model of the relations among destination’s public image,tourism crisis and tourists’behavior intention based on the related research results.A total of 354 valid questionnaires were obtained through field pre-survey and online questionnaire survey.Using SPSS20.0 and Amos20.0 for empirical analysis and inspection,this paper has found that:First of all,the tourism crisis will have a significant impact on the behavior of tourists,crisis-focus and crisis-duration have significant positive impact while crisis-intensity have negative impact on tourists’ behavior intention,and the influence coefficient is 0.223、1.19 and-0.205 respectively;secondly,the tourism crisis has some effect on destination’s public image,but how crisis-focus and crisis-intensity affects destination image is not sure;the third one,the public image of the destination has a significant positive effect on the behavior intention of tourists,the influence coefficient of social image、safety image and emotional image is 0.876、0.558 and 0.784 respectively.And the public image of tourism destination plays an intermediary role in the process of tourism crisis affects the behavior intention of tourists.The tourism crisis has a certain influence on the destination’s public image.Finally,based on the above conclusions,the paper puts forward some suggestions on the response of tourism destination to crisis,the construction of tourism’s public image and the sustainable development of local tourism.