Analysis of intermediary variables in the market image identity influencing on experience willingness about micro-vacation destinations

Abstract

Affected by the COVID-19 epidemic, vacation tourism presents a new trend of short-term and short-range, and the traditional multi-day light luxury entertainment vacation has gradually transformed into micro-vacation. Micro-vacation tourism is a new tourism type. This paper complements the "cognition-emotion-overall" three-dimensional model of tourist destination image perception, and considers tourists' feelings in the early, middle and late stages of tourism into the overall framework of micro-vacation tourism destination perception, aiming to clarify the relationship between the image perception of micro-vacation destination and tourists' experience intention, and find out the decisive factors that affect tourists' travel intention through the perception of tourism destination image. Taking the tourism market of Lihuayu eco-tourism resort as the research object, this paper analyzes the micro-tourism market and construct a research model with the cognitive image, emotional image and overall image of the micro-vacation destination as intermediary variables. The findings: the influence of image perception and experience intention of micro-tourism destination is complex and multidimensional. The five dimensions of micro-vacation tourism motivation, micro-vacation tourism preference, cognitive image of micro-vacation tourism destination, emotional image of micro-vacation tourism destination and overall image of micro-vacation tourism destination all have direct or indirect influence on consumers' intention to experience micro-vacation. The micro-vacation market is dominated by weekend short-distance self-help travel. The micro-vacation tourists attach importance to the quality of leisure experience and tend to obtain tourism information from new media platforms.