Research On The Impact Of Gender Identity Congruity Between Tourist And City Destination On Destination Selection

With the development of society,tourism industry gradually plays the more and more important role as a strategic innovation industry.Since the 1980 s,tourism has developed into a new driving force for economic development in the world.After the21 st century,tourism industry has become a core industry to promote China’s economic development.On the one hand,the number of tourists in mainland continues to grow.On the other hand,its emergence and development stem from people’s consumption level and the comprehensive benefits of tourism development.Due to its unique resources and facilities,tourism destinations can meet the various needs of tourists.The fierce competition among tourism destinations is mainly manifested in the differentiation of products and services.Therefore,how to improve the competitive advantage of scenic spots has become an important topic in the world tourism industry.Shaping the brand image of tourism destination with unique gender characteristics is conducive to promoting city tourism industry and driving the development of local economic regions.As a place for city tourists to carry out their activities,cities also have brand personality and gender temperament.However,different from many city gender temperament literary works in ancient China,the research in this field is still relatively blank.Therefore,this paper takes the gender of city destination as the research perspective,humanizes the terrain of city destination,and studies the influence mechanism of the degree of gender congruity between tourists and city destination on the city destination choice based on the self-consistency theory.At the same time,add city brand identity and perceived cultural distance as the mediating and moderating role to improve this mechanism.In this study,the data collected were analyzed by questionnaire and structural equation model,and the results show that:(1)the gender identity congruity between city tourism destination and tourists has a significant positive impact on destination selection;(2)The gender identity congruity between city tourism destination and tourists has a significant positive impact on city brand identity;(3)City brand identity has plays a partial mediating role in the impact of gender congruity on destination selection;(4)Perceived cultural distance plays a moderating role in the effect of gender congruity on destination selection.Through empirical research,this paper verifies the impact of gender identity congruity between city tourism destination and tourists on destination selection and the internal mechanism of the impact process,so as to enrich the supplement of existing research on gender related tourism destination brand,and further expand the research value of tourism destination image perception and tourists’ behavior intention.It is helpful for scenic spot managers to realize the importance of anthropomorphic gender image of tourist destination on tourists’ behavior intention.