Relationships Among Tourism Destination Image,Tourist Satisfaction And Environmentally Responsible Behavior Intention

The unique natural and geographical environment of island tourist destination is not only an important factor to attract many tourists to visit,but also means that their ecosystems are vulnerable to external impacts.With the continuous influx of tourists and the gradual emergence of environmental problems,how to stimulate tourists’ environmental behavior has gradually become the focus of the research on island’s sustainable development.Therefore,it is of great significance to test the pre-drivers of tourists’ environmentally responsible behaviors,which help guide the management of tourists’ relevant behavior and promote the benign development of island tourism.Starting from the idea of green marketing,this paper introduces two important pre-variables in the study of destination marketing: tourist destination image and tourist satisfaction,and pays attention to the important role of affective image in addition to cognitive image.Based on cognitive appraisal theory of emotion and cognitive-affective model of tourist satisfaction,this paper constructed a logical model to explore the relationship among tourist destination image,tourist satisfaction and environmentally responsible behavior intention.Taking Weizhou Island as an empirical case,this paper firstly explored the dimensional composition of the island cognitive image through factor analysis with SPSS23.0 and AMOS22.0 data analysis software,and examined the theoretical model with the method of structural equation model,together with AMOS22.0 and Mplus7.4 data analysis software.Related conclusions are draw after discussion.The conclusions are as follows:(1)Cognitive image contains 4 dimensions of“environmental management and maintenance”,“tourism facilities and services”,“natural resources and environment” and “public infrastructure and accessibility”.(2)Cognitive image has a significantly positive impact on affective image,satisfaction and environmentally responsible behavior intention respectively.(3)Affective image has a significantly positive impact on satisfaction,but it has no significant impact on environmentally responsible behavior intention.(4)Satisfaction has a significantly positive impact on environmentally responsible behavior intention.(4)Affective image and satisfaction play a partial intermediary role between cognitive image and environmentally responsible behavior intention.Based on this,theoretical and managerial implications,limitations and future research prospects are lastly discussed.