A Multi-level Influence Mechanism Study Of Destination Image Perception On Tourists’ Revisit Intentions

In recent years,experiential tourism has been increasingly valued,especially destinations that allow tourists to participate deeply.With the constant changes in the global market and the emergence of new events,understanding the motivational mechanism of tourists’ revisit intentions has become an important task that tourism destinations must face.In the current market environment,tourism sites should pay close attention to tourists’ needs,actively develop new products and services,and enhance memorable experiences to increase the proportion of revisits.Over time,scholars have begun to question the importance of tourist satisfaction in influencing revisit intentions.This study aims to combine the "rational" perception image and the "emotional" sense of place attachment and memorable experiences,selecting Guilin City,where the story of Liu Sanjie took place,as the research object.Based on the approximate path of "cognition-emotion-behavior tendency," we will use tourists’ perception of the destination image as "cognition," place attachment and memorable tourism experiences as "emotion," and revisit intentions as "behavior tendency" to explore the impact mechanism of tourists’ perception of destination image,place attachment,and memorable tourism experiences under the current tourism perspective.We collected raw data through field surveys and online research and used structural equation modeling and SPSS 26.0,AMOS 26.0,and the plugin process for hypothesis testing.After the study,we found that:(1)tourists’ perception of the destination image has a significant positive impact on memorable tourism experiences and place attachment;(2)memorable tourism experiences have a significant positive impact on revisit intentions;(3)tourists’ perception of the destination image has a significant positive impact on tourists’ revisit intentions.In addition,tourists’ perception of the destination image has indirect effects on revisit intentions through the mediating role of place attachment and memorable tourism experiences.(4)Place attachment has a significant positive impact on revisit intentions and does not mediate the relationship between memorable tourism experiences and revisit intentions.Through empirical research and analysis,this study proposes a series of effective suggestions and measures to enhance the revisit intentions of Guilin City tourists,promote the sustainable development of the local tourism industry.