A Study On The Image Perception And Satisfaction Of Chinese Tourists In Russia

China is one of the largest source countries of inbound tourism in Russia.In 201 7,Chinese tourists accounted for the largest share of all tourists to Russia(excluding those from the former Soviet Republic),with 1.5 million visitors.According to the statistics of the United Nations World Tourism Organization(UNWTO),global international tourism expenditure increased by 5%,reaching $13.4 trillion.The report found that Chinese outbound tourists consumed one-fifth of the total,258 billion US dollars,while American tourists ranked second,with 135 billion US dollars.Therefore,given the scale of China's tourism market and the fact that Chinese tourists are the largest group of tourists in the world,it is important to study Chinese tourists'behavior and understand their intentions from an economic point of view for the development of Russian tourism.Tourism has become an important economic and leisure activity in the world because of its increasing familiarity and understanding.Therefore,countries try to improve their tourism image in order to attract more tourists and improve their satisfaction.If the destination can identify and meet the needs of tourists,these tourists are likely to repeat visits and disseminate positive word-of-mouth propaganda.Researchers have found that destination image,emotion,behavioral intention and satisfaction are closely related.Therefore,it is meaningful to use these variables to study tourists'behavior.The main purpose of this paper is to explore the relationship between tourist image of Moscow and tourist satisfaction,and to explore its impact on destination management.On the basis of the existing theories,this study compiles a questionnaire about the theoretical model and the image of tourist destination,tourist satisfaction and behavioral intention,and then distributes the questionnaire at Moscow's most popular scenic spots and airports with a large number of tourists.Finally,the empirical analysis is carried out with the software SPSS23.0 and AMOS21.0.The conclusions of this study include:(1)Moscow's cognitive image is affected by different images,including six images:information communication and service,price,human resources,facilities,city image and convenience.(2)Moscow's cognitive image has a positive impact on tourists'satisfaction.(3)Moscow's cognitive image has a positive impact on tourists'behavior intention.(4)Moscow's cognitive image has a positive impact on tourists'emotional image.(5)Moscow's emotional image has a positive impact on tourists'satisfaction and behavior intention.(6)Tourist satisfaction has a positive effect on tourists'behavior intention.The innovation of this study:taking full advantage of the language proficiency profoundly and thoroughly examine the internal mechanism of Chinese tourists' image and satisfaction with Russian tourist destinations,which can be used as a reference for Russia to enhance the number of tourists coming to China and their tourism experience.Through questionnaires and the corresponding structural equation model,this paper systematically analyses the factors that attract Chinese tourists to Russian destinations.On this basis,it analyses the internal mechanism of interaction between destination image and satisfaction.