Research On Urban Tourism Image Of Hohhot On Beijing Tourists Based On Travel Mode Of Civil Aviation

In recent years,with the substantial improvement of the economic level and the vigorous development of the cultural tourism industry,Hohhot,a tourism destination with diverse ethnic and cultural characteristics,has become more and more popular among tourists and has become the first choice for tourists to travel to Inner Mongolia.In view of this,the Hohhot municipal government and related tourism companies have scientifically formulated tourism market developing strategies to ensure the stable and orderly development of the tourism industry.Beijing is the largest city close to Hohhot,with a population of more than 20 million and great tourism spending power.Therefore,the precise development of Beijing tourist source market is of great significance to the development of Hohhot tourism industry.In 2019,the Beijing-Hohhot high-speed rail was fully opened,which will provide more convenient conditions for Beijing tourists to travel to Hohhot.However,targeted investigation and research on urban tourism image of Hohhot on Beijing tourists has not appeared.For this reason,Beijing tourists who return to Beijing after their travel in Hohhot are taken as the research object and research methods like literature research,interview,questionnaire survey and mathematical statistics are adopted in the paper.The author takes full advantage of the convenient condition of flying flights between Beijing and Hohhot to carry outinterview and questionnaire survey about tourism image,then analyzes the collected data through SPSS software and validates the research model with AMOS software.By studying the urban tourism image of Hohhot on Beijing tourists travelling by civil aviation,it is concluded that the cognitive image composed of basic urban services,urban tourism services and perception of regional characteristics has a significant positive impact on the emotional image,the overall image,the intention of tourists to revisit and the intention to recommend.The emotional image has a positive impact on the overall image,the intention to revisit and the intention to recommend.The overall image also has a positive impact on the intention to revisit and the intention to recommend.Beijing tourists are not very satisfied with the hotel accommodation in Hohhot,the degree of transportation convenience,the construction and distribution of scenic spots,performances,tourism service levels,air quality and social security,and there is still a lot of room for improvement.In the end,suggestions to enhance the urban tourism image of Hohhot on Beijing tourists are put forward,including clarifying the image positioning and adjusting the tourism marketing strategies for Beijing market,improving tourism infrastructure and tourism service function,strengthening the supply of tourism products to Beijing to meet the needs of the Beijing tourism market,improving the level of tourism market management and establishing a good image of tourism service and increasing the integration of ethnic cultureand highlighting the tourism style of ethnic city as well.