Journal of Jishou University(Natural Sciences Edition)

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Study on Travel Destination Image Perception and Tourists' Intention Based on Reference Group:A Case Study of Zhangjiajie City

ZHANG Haiyan   

  1. (College of Business,Hunan Normal University,Changsha 410081,China)
  • Online:2019-01-25 Published:2019-01-26


Taking Zhangjiajie City as a case,this study makes an empirical exploration into the relationship among reference group,travel destination image perception and tourists' intention and build a conceptual model.The results show that reference group has positive influence on both travel destination image perception and tourists' intention in information,utilitarian,and value expression situations.In information situation,reference group has the greatest influence.The results also confirm a strong positive correlation between destination image perception and tourists' intention.The empirical results suggest that tourism marketing managers should pay attention to the role of reference group as the information channel and build multi-dimensional destination image so as to strengthen tourists' intention.

Key words: reference group, travel destination, image perception, tourists' intention, Zhangjiajie City

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