| Driven by the development of experience economy,the shaping of destination image and destination personality has become a hot topic.In the existing research,the research on the variables such as destination image,destination personality,self-consistency,tourist behavior intention,tourist travel experience and their mutual relations has gradually developed and matured,however,most of the studies only focus on the relationships among several variables,and there are few studies on the complete mechanism from destination performance to tourist perception to specific tourist behavior.This research takes Taishan as a case,and takes Taishan tourists as the investigation object,constructs the mechanism model of destination image,destination personality and tourist behavior intention.In order to further explore the influencing factors of the main effect variables,two studies were carried out as follows:(1)a single-factor intergroup experiment based on questionnaire was designed by using the method of psychological experiment,the mediation of the four dimensions of self-consistency(realistic self-consistency,ideal self-consistency,social self-consistency and social ideal self-consistency)between destination personality and tourist behavior intention is verified Secondly,using Amos 26.0 analysis software and multi-group analysis method,taking tourism experience as classification variable,to test the difference of the model under the classification adjustment variable,to explore the moderating effect of tourism experience on the relationship between destination image and destination personality.The conclusions are as follows:(1)In the specific destination management,shaping the characteristic destination image based on the tourists’ destination perception is helpful to trigger the tourists’ subsequent travel behavior;(2)destination image has a positive effect on tourists’ positive perception of destination personality;(3)Destination personality has a significant positive impact on tourists’ behavioral intention.The development of destination marketing activities focuses on highlighting destination personality and tapping the potential tourist groups;(4)self-consistency plays an intermediary role between destination personality and tourists’ behavioral intention,and the effect is significant,especially the two dimensions of social self-consistency,in the management of destination brand,we should pay attention to the added value of destination brand and promote the self-consistency of tourist destination;(5)Tourists’ travel experience has a moderating effect on the relationship between destination image and destination personality.This study puts forward the path relationship from destination image to tourist perception and then to tourist behavior intention,which provides a theoretical contribution to the construction of a complete tourist destination decision-making mechanism. |
