초록 열기/닫기 버튼
The acceleration of globalization has increased the opportunities for growth in the tourism industry. The image of a tourist destination, an intangible asset, is one of the most important factors that influence a tourist’s decision to visit a destination. Tourists evaluate a destination based on factors such as comfort or discomfort and satisfaction or dissatisfaction experienced during their stay. This study examined the impact of tourist image on the satisfaction and behavior of Chinese tourists in Hainan Province, China. The results showed several things. First, there were not any significant differences for satisfaction in terms of demographic characteristics of the sample. Second, unlike demographic characteristics, there were differences in tourist satisfaction in terms of characteristics of the trip. Third, the three influential factors of emotional image (happiness, comfort, and attractiveness) have been found to have a positive impact on the visitor satisfaction level. Fourth, the three influential factors of the cognitive images (tourist environment, economic environment, and regional environment) have also been found to positively influence the level of visitor satisfaction. Fifth, visitor satisfaction with regional festivals was believed to positively influence behavioral intentions.
키워드열기/닫기 버튼
Hainan Province, visitor satisfaction, behavioral intentions
