A Study On The Influence Of Tourism Image Of Cultural Heritage To Tourists' Willingness To Revisit

With the vigorous development of tourism,the competition in the tourism market is also becoming increasingly fierce.It makes the current emphasis on the image of the destination in the tourism research field.This is not only because of the increasing role of tourism destination image in attracting target tourists and enhancing the competitiveness of destinations,but also attracts the attention of researchers and society through the various benefits that tourism brings to the destination.At present,many countries have taken the development of tourism as an important engine to stimulate their economic growth.And with the improvement of people's living standards,tourism is no longer limited to sightseeing tourism,people's degree of favor for cultural tourism gradually increased.Therefore,this article takes the image of the cultural heritage as the starting point of the study,and uses empirical analysis to explore its influence on the behavior of tourists.After reviewing the data,it is found that although the current research on the impact of destination tourism image on tourism consumer behavior is relatively abundant,there are only more than twenty documents related to tourism image of cultural heritage sites.All of them are researches on the image design and planning of the heritage sites,and there are also studies on the relationship with the satisfaction variables.However,there are not many articles on the four variables of the cultural heritage image,perceived value,satisfaction and revisit intention.Therefore,under the guidance of relevant theories,this article explores the relationship between the image of the cultural heritage site and the willingness of tourists to revisit travel,and builds a theoretical research model,and incorporates variable perceived value and visitor satisfaction into this model,based on the relationship between the variables,present research hypotheses.By taking the ancient city of Pingyao as a sampling point and obtaining a reasonable sample distribution and satisfying the requirements of data quality,the research data was obtained and the internal structure of the core variable in this study was tested using statistical software EXCEL,SPSS21.0,and Amos17.0.The research conclusions are as follows:(1)The cultural heritage destination image is composed of three dimensions: tourism environment,tourism resources,and tourism facilities,and all have a positive impact on the perceived value and satisfaction of tourists because of the special attributes of cultural heritage sites;(2)Both the perceivedvalue and satisfaction of tourists have a positive effect on revisiting will.That is,if the perceived value of the tourist to the destination is greater.high satisfaction with the destination image.Then the desire of tourists to travel again is correspondingly strong;(3)The three dimensions of the tourism destination image have different degrees of influence on the revisit intention.Therefore,for tourism destinations,improving the tourism image,enhancing the perceived value of tourists,and improving the satisfaction of tourists all play an important role in increasing tourists' willingness to return.Finally,according to the conclusions obtained from empirical analysis and management implications,we hope to provide practical operating basis for the management development of tourism destinations in practice,and then guide the management of tourism destinations to take reasonable and effective measures against tourism destinations so that they can continue to develop.