| Nowadays,buliding a good tourist destination image has become a goal of tourism marketing departments,and the research of destination image is becoming more and more important.As important consumers,how to master the individual psychological factors and social factors of visitors are very important to enhance the image of the tourist destination for Wudang Mountain and even the future development of Shiyan.At present,the study of the image perception of tourism is rarely related to different individual factors.The purpose of this research is to study the influence of different nostalgia and different familiarity and gender factors on the perception of tourist destination image.Here tourism destination image perception is divided into cognitive image perception,emotional image perception and conation image.This paper takes Wudang Mountain as an example and select 201 potential university students from Guangzhou to conduct questionnaire surveys.The correlation analysis,regression analysis and path analysis were used to analyze the relationship between the nostalgia tendency,familiarity,gender and tourist destination Image.The results show that: First,nostalgia tendency has a significant positive impact on cognitive image perception,emotional image perception and emotional image perception.Second,tourism destination cognitive image perception and emotional image perception has significant correlation.Third,the emotional image perception has a significant positive impact on the conation image.Fourth,gender factors significantly affect the emotional destination image perception and familiarity,in terms of females,males produce a more positive emotional image perception and familiarity in Wudang Mountain.Fifth,familiarity has a significant positive impact on the cognitive destination image.Sixth,familiar has a significant positive impact on conation desitination image.Seventh,emotional image perception is the bridge between nostalgia tendency and the conatiobn image.Based on the above assumptions,we make the following suggestions: First,to create a good image is to build a good destination;Second,to explore the tourist destination nostalgia factors to enhance tourists’ nostalgia tendency.Third,use precise market strategy and strengthen the development of the male market;Fourth,strengthen the dissemination of tourism information,and enhance people’s familiarity of the destination and control the "familiarity" level. |
