The Influence Of Tourism City Image Perception On Tourists' Revisiting Intention In Sanya

With the increase of leisure time and travel opportunities for residents,more and more cities are committed to developing and enriching local tourism resources,attracting tourists and bringing new development opportunities to the local economy.Sanya in hainan is one of the most famous and charming tropical coastal tourism cities,and it is a tourist destination that many tourists are longing for.Blue sky,white clouds,blue sea,silver beach,this is the majority of tourists to sanya tourism city image of the first perception.In recent years,with the emergence of negative voices such as excessive consumption,seafood fraud and traffic congestion,reliable data shows that tourists' satisfaction with tourism in sanya and their willingness to visit again are greatly affected.How to improve the image of sanya as a tourist city,improve the satisfaction of tourists and enhance their willingness to visit again is a topic worth studying at present.In this paper,the concepts and theories related to the perception of tourist city image,tourist satisfaction and the intention to visit again are sorted out by means of literature analysis,and the image perception measurement index of sanya tourist city is obtained by means of text analysis,and a questionnaire is designed.Taking 526 tourists in sanya as the research object,using SPSS and AMOS data analysis software,this paper studied and analyzed the relationship,influence path and action mechanism between image perception of tourism city and tourists' intention to visit again in sanya.On the basis of the conclusion of this study,some practical inspirations are put forward for sanya to improve its image as a tourist city.After research,the following conclusions are drawn:Tourist city service image cannot be directly positive influence on tourists,revisit intention city directly affects the revisiting willingness to tourist attractions,tourist satisfaction directly affects the revisit intention,urban service image directly positive influence on tourist satisfaction,city tourist attractions image directly positive influence on tourist satisfaction,tourism city image perceived by tourists satisfaction affect revisit intention.