A Study On Impact Of Tourism Destination Image Perception On Tourism Intention

Hong Kong has always been an important international trade and an tourist city in Asia and even in the world.The development of tourism has played an important supporting role in Hong Kong's economy.Since 2003,the Chinese central government has introduced the policy of "Self-guided tour" of mainland citizens to Hong Kong.Mainland residents have become the main source of visitors to Hong Kong.Therefore,the number of visitors to Hong Kong has been related to the rise and fall of Hong Kong's tourism industry.However,since 2014,the number of mainland tourists to Hong Kong has shown a downward trend,which has aroused widespread media attention.As for the choices of the outbound tourism destinations have increased,and also this field in China matures,therefore the image that Hong Kong presents to mainland China has also changed.This paper makes integrated use of the research results of destination image theory and SOR theory to study the influence of Hong Kong tourist destination image on tourists' intention to this place through theoretical research and empirical analysis,and the study participants are the visitors who have visited Hong Kong.The purpose of this study is to find out the reasons behind the declining visitors and provide theoretical support for the development of tourism in Hong Kong.This study takes the mainland visitors as the research participants,and the tourism destination image perception,the destination trust and the tourism intention as the research content,and the conclusions are reached through the following steps.First of all,on the basis of summarizing the previous research results,theories and concepts,the theoretical model of this study is put forward.At the same time,combined with the research of tourism image,destination trust and tourism intention,the author puts forward the relevant hypothesis.Then,the author grabbed three years of travel notes of Hong Kong in Ctrip from 2014 Sep.to 2016 Dec.through the network text content analysis method,and finally 435 travel notes text are demonstrated to be valid.Through the analysis of the content of travel notes,high-frequency words and analysis categories are established,and the measurement dimensions and specific measurement factors of tourism destination image are determined.Finally,on the basis of the fourth chapter of the study,combined with previous empirical research,the author finally obtained 756 valid questionnaires through revised research questionnaire and collected online and offline questionnaire data.Using the data analysis tools such as SPSS and AMOS,the statistical analysis of the collected data was conducted to further validate the research hypothesis.The conclusions of this study are as follows:(1)the tourism destination image of Hong Kong is composed of cognitive and emotional images.The cognitive image is divided into five dimensions:tourist attractions,tourist traffic and environment,emotional image,which is divided into positive and negative emotional image and overall image.(2)tourist attractions have a direct impact on the effect of tourism intention,meanwhile the destination trust could produce indirect effects;The tourist traffic also has a direct impact on the effect of tourism intention,at the same time the destination trust would lead to indirect effects;The atmosphere did not influence directly on the tourism destination by will,but it can exert an indirect influence on tourism intention through destination trust;Positive emotional image has a significant influence on tourism intention,which also can effect indirectly on destination trust;The negative affective image has no direct influence on tourism intention,but it can exert negative influence indirectly on the tourist intention through destination trust.(3)destination trust plays an intermediary role in the relationship between destination image,cognitive image,emotional image and tourist intention.Based on the research conclusions,this paper puts forward the following suggestions:(1)to deepen the Hong Kong tourism destination brand image,enhance the attraction of the tourism destinations in Hong Kong;(2)to introduce wisdom tourism,enhance the quality of tourism experience;(3)to remodel the film classics,stimulate the tourist intentions.