||Because of the rapid development of the tourism industry, the relevant industry is facing intense competition and the concept of destination marketing is up to come. Many countries and regions have committed themselves to tourism development, and begun to attach importance to the hearts of its tourists’ destination image in order to understand about tourists’ views and ideas. To establishment a good destination image is an important concept of destination marketing, because a good tourist destination image can give a deep impact. Therefore, based on Beerli and Martín (2004) model, this study attempts to examine the effects of the antecedents of the destination image formation, such as information sources, travel motivations, social-demographic and travel experiences, on tourist’s destination image (cognitive image, affective image and overall image) and the effects of image on tourists’ behavioral intentions.
Next, we used confirmation factor analysis (CFA) to analyze a structural equation model of destination image-behavioral intentions. In addition, we examined the model and estimated the effects of all predictors in the model. The subjects of this study were those who have traveled at home and/or overseas and were asked to recall their recent travel experiences. We used convenient sampling method to collect data through offline and online survey and employed AMOS 6.0 to analyze a structural equation model and to test the proposed relationships among all dimensions.
The results pointed out: (1) Information sources did not positively influence cognitive and affective image; (2) Travel motivation positively affects cognitive image; (3) Some participants’ demographics, such as gender, age, education, income, and occupation have partial moderating effects on the relationships between information sources, travel motivation and cognitive image, affective image; (4) finally, the positive paths exist on the chain from destination image to behavioral intentions.
Some advices for destination manager or proprietor are presented as follows: (1) It takes a long-time effort and persists to promote destination image; (2) The management should establish good destination image with all kinds of information resources; (3) In order to enhance travel motivation, it is important to reinforce sensible travel; (4) Try to establish different marketing strategies for different travelers’ background. Finally, based on the model proposed in this study further research may use qualitative approach at the same time and use the more representative samples to validate the proposed model.