A Study On The Impact Of Ancient Town Tourism Image On Tourists' Behavior Intention

With the continuous development of tourism industry,the ancient town tourism in China has become an important type of tourism activity,which has been favored by tourists.The development of ancient town tourism provides a strong guarantee for the protection of ancient towns,but also creates a lot of employment opportunities for local community residents,and has led to the development of local and regional economic and cultural development.Tourism destination image has become one of the most prevalent topics in the tourism literature.Inspite of broad agreement among scholars regarding the influence of tourism destination image on tourist satisfaction and behavior intention,few attention has been paid to ancient town tourism image so far.Based on the above background,this paper applies the theory of tourism destination image to the field of ancient town tourism,mainly including two aspects:(1)the measurement and components of ancient town tourism image;(2)the influence of the components of ancient town tourism image on tourist satisfaction,intention to recommend,intention to revisit and willingness to pay for a price premium.Taking Nanxun,Zhejiang as a study case,we investigated tourists with experience of visiting Nanxun ancient town by a questionnaire survey.On the collected 260 valid questionnaires we used SPSS 21.0 to carry on the quota date statistical analysis.The results show that:(1)Ancient town tourism image is composed of 6 components,namely reasonable price,facilities and services,core attractions,environment and atmosphere,subsidiary attractions,health.(2)Among the 6 components of ancient town tourism image,the reasonable price,the facilities and services,the core attractions,the subsidiary attractions,the health have significant positive influence on tourist satisfaction respectively.(3)As for tourists recommendation intention,the reasonable price,the facilities and services,the core attractions,the subsidiary attractions show significant positive influence while the environment and atmosphere,the health have no influence on tourists reccommendation intention.(4)As for tourists revist intention,the reasonable price,the core attractions,the health show significant positive influence while the facilities and services,the environment and atmosphere,the subsidiary attractions have no influence on tourists revist intention.(5)When it comes to tourists' willingness to pay for a price premium,the reasonable price,the facilities and services,the core attractions show significant positive influence while the environment and atmosphere,the subsidiary attractions,the health have no influence on tourists' willingness to pay for a price premium.(6)Tourist satisfaction has significant positive influence on intention to recommend and revisit as well as willingness to pay for a price premium.(7)Tourists with different characteristics show remarkable differences in their perception of variables in this research.