Image perception of ice and snow tourism destination based on structural equation model——A case study of Changchun new ice-snow world
Investigating the perception of the image of ice and snow tourism destinations is a crucial means of activating the ice and snow tourism market and promoting the high-quality development of ice and snow tourism.Based on the cognitive-emotional and communication process theories,this paper proposed theoretical hypotheses and models regarding the perception of the image of ice and snow tourism destinations.Through a questionnaire survey of Changchun new ice-snow world,this constructed a structural equation model of the perception of the image of ice and snow tourism destinations.The results indicated that the perception of the image of ice and snow tourism destinations was composed of cognitive and emotional images.Communication played a key role in the perception of the image of ice and snow tourism,and communication sources,accommodations,messages,and communication media had a positive im-pact on cognitive and emotional images.Therefore,enhancing the perception of the image of ice and snow tourism destinations requires building a distinct tourism cognitive image and developing ice and snow resources,cultivating a rich emotional image of ice and snow tourism and improve emotional experience,innovatving marketing and promotion models are needed to empower tourism promotion.
ice and snow tourismtourism destination image perceptionstructural equation modelingChangchun new ice-snow world
国家科技期刊平台
NSTL
万方数据
