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| RESEARCH ON INFLUENCING PATH OF URBAN TOURISM IMAGE BASED ON STRUCTURAL EQUATION MODEL: A CASE STUDY OF XI'AN CITY |
| JIANG Jin-bo, HE Rui-na |
| School of Economics and Commerce, South China University of Technology, Guangzhou 510006, China |
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Abstract Along with the globalization of economy and society, the homogenization in the construction of modern cities leads to a decrease in the tourist cognition of the urban tourism destination. Building a unique and impressive urban tourism image which attracts more tourists has been put on the local governments and tourism enterprises' agenda. The domestic and foreign research on conceptual models of the tourism image has laid a solid theoretical foundation for the studies on influencing factors, paths and quantitative measurements of urban tourism image. However, most of the research stays on the level of theoretical construction while a practical and systematic analysis of a specific city is still lacking very much. In this article, classical scales and interviews with experts and tourists are used to study out the measured variables. Considering its long history in tourism development, distinctive characteristics of the cultural tourism resources and high speed in the tourism transformation and upgrading, this article takes Xi'an city as the destination for a case study. By conducting a questionnaire survey among tourists in the main tourist attractions of Xi'an city and adopting the method of structural equation model, a theoretical model for the influencing path of urban tourism image combined with destination image, emotional image, perceived cost and satisfaction are finally constructed. Five paths are significant among the effect paths of the tourists' satisfaction evaluation of the urban tourism image in Xi'an city. Image cognition has a positive correlation with satisfaction, emotional image and perceived cost, but not obvious, especially with perceived cost and satisfaction, while Emotional image has a positive significant correlation with perceived cost and satisfaction. Perceived cost effects on satisfaction positively significant.
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Received: 03 March 2014
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2015, Vol. 30 
