관광전시회가 관광객의 관광의도에 미치는 영향 요인에 관한 융합 연구 - 광저우 국제 공공미술관광전시회를 중심으로 -

Abstract

Travel exhibitions have gradually become an emerging force in the modern service industry. It can improve the visibility of cities, promote tourists" travel intention in the field, as well as play a huge role in the economic development of cities, especially in the development of tertiary industries and the creation and operation of city brands. There are many studies on the city image and intention to revisit after tourist’s travel, but the studies on the city image and travel intention before travel are neglected. This study attempts to establish a model of the factors of influence the pre-travel travel exhibition promotion on city image and travel intention. A sample of 404 valid questionnaires was collected and analyzed by non-random sampling, centering on the Guangzhou International Public Art Travel Exhibition. The study found that travel exhibitions have a significant positive influence on city image and travel intention, pre-travel city image has a significant positive influence on travel intention, and travel exhibition promotion has a significant mediating effect between city image and travel intention. Therefore, travel exhibitions provide people with another way to understand the city"s image and become one of the factors influencing people"s travel decisions. Meanwhile, travel exhibitions also play an important role in city image and travel promotion. The conclusions of this study are intended to provide a reference for travel exhibition operators and managers.