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Influence of Tourism Destination Image on Tourists’ Willingness to Recommend

Author: Celine LI(LiRun)
Tutor: ZhouLingQiang
School: Zhejiang University
Course: Tourism Management
Keywords: Tourism destination image satisfaction Intention to recommend Influencing factors French tourists
CLC: F592.6
Type: Master's thesis
Year: 2014
Downloads: 74
Quote: 0
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Nowadays, with the vigorous development of economy, tertiary industry has become the main force of national economy for every country. In fact, it not only effectively promotes economic development, but also helps ease the employment pressure and accelerate the return of monetary capital. As the pillar component of tertiary industry, tourism industry performs particularly prominent in those aspects mentioned above.China has become the world’s third largest tourist destination country. The flourish of inbound tourism can not only stimulate the rapid growth of the tertiary sector, but also improve China’s involvement into the world via attracting international friends to China. France, one of the friendly exchanging countries of China, has become China’s second largest tourist source market. So it is of great practical significance to study the French tourists for China’s inbound tourism development. Specifically, investigating the factors that influence French tourists’ satisfaction and their recommending intention would help government and tourism enterprises better design their marketing strategies.Through the literature review, investigation and statistical analysis, to explore the relationship between tourists in Beijing tourism destination image, satisfaction, willingness to recommend. First of all, on the basis of defining the research object, research on the tourism destination image, satisfaction, willingness to recommend for regression and combing the literature study to clarify the direction; secondly, in the research literature on the basis of the existing, proposed this research model, and measurement of variables in questionnaire design; thirdly, access to research data through questionnaire, data analysis to verify the hypothesis by statistical software SPSS18.0and AMOS17.0, and the initial model was modified. The final conclusions are as follows:(1) the measurement scale construction of Beijing tourism destination image, contains25measurement items and5factors, respectively, as the core appeal, appeal, affiliated health conditions, environment and atmosphere, accommodation and facilities.(2)5factors of Beijing tourism destination image, has a significant positive effect of core attraction, affiliated attraction, environment and atmosphere, and the French tourist satisfaction.(3) have a significant positive impact willingness to recommend the core attraction, the attraction, affiliated health conditions, environment and atmosphere and the French tourists.(4) the French tourist satisfaction has a significant positive effect on the willingness to recommend, satisfaction to the part of the intermediary role of Beijing tourism destination image and willingness to recommend up.(5) found that Beijing City entry French tourists travel China strong desire, sightseeing tourists accounted for77.50%of motivation, in Chinese spending money is higher than the national average, traveling alone French tourists satisfaction than under other travel mode of tourists’s, but also the difference between different groups.

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CLC: > Economic > Tourism economy > China 's tourism industry > Organization and management of tourism enterprises
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