TOURISM DESTINATION IMAGE RESTORATION STRATEGIES: EXPLOITATION AND TEST OF THE SCALE ASSOCIATED WITH TOURIST BEHAVIORAL INTENTIONS
HU Xian-yang1, BAI Kai1,2, WANG Li1,3
1. School of Tourism and Environment, Shaanxi Normal University, Xi'an 710062, China;
2. Guanghua School of Management, Peking University, Beijing 100871, China;
3. Tourism College & Institute of Human Geography, Xi'an International Studies Univerisity, Xi'an 710128, China
Abstract In relation to image restoration theory, the paper develops a scale of tourism destination image restoration strategy. Through a survey of 441 inbound tourists in Xinjiang and Tibet, this study verifies the scale and conducts an empirical study of the relationship between tourism destination image restoration and visitor's behavioral intentions. The results indicate that:firstly, the scale is overall well-structured, and the reliability and validity are at a good levels; the scale can evaluate and measure the tourist's behavioral intentions; secondly, the tourism destination image restoration strategy includes six dimensions:Deny/Regrets, Corrective Action, Evasion of Responsibility, Criticize/Disclose, Mortification, and Reduction of Offensiveness. However, the tough strategies have no effect on the visitors' intentions. What's more, the strategies' effectiveness of the scale is slightly different but overall in accordance with the previous studies. The study also reveals that the destination image restoration strategies must abide by the features of the cross-cultural communication; progressive destination image restorations are necessary means; information dissemination ways and skills should be emphasized in the destination image crisis.
2013, Vol. 28 
