관광지 선택속성이 지역브랜드 이미지와 재방문의도에 미치는 영향

Abstract

Zhoushan City, a prominent tourism destination in China, has witnessed the continued growth of its tourism industry, making the city and the industry a pivotal part of the national economy. However, the rapid expansion of tourism has brought to light several issues that the city faces as a tourism destination, such as bland and monotonous cultural images, outdated tourist facilities, inhospitable residents, and mediocre food quality. These issues point to the critical tasks in need of urgent resolution, as they are associated with destination selection attributes that can influence destination brand images and revisit intentions. Therefore, this study aims to elucidate the impacts that destination selection attributes have on local brand images and intentions to revisit among domestic visitors to Zhoushan City. Empirical analysis reveals the following findings. Firstly, all destination selection attributes, including cultural images, facility convenience, local hospitality, and food quality, significantly influence local brand images. Secondly, all destination selection attributes also significantly influence revisit intentions. Thirdly, local brand images exert a significant impact on revisit intentions. Lastly, mediation effects of local brand images between destination selection attributes and revisit intentions are observed, with partial mediation effects in facility convenience, cultural images, and local hospitality, and a full mediation effect in food quality. These findings provide insights for devising practical strategies to enhance Zhoushan City's local brand images and attract more tourists to the city.