Model Construction of the Influence of Tourist Destination Image on Tourists' Word-of-Mouth Communication Based on Cognitive and Emotional Environment.

Abstract

Tourists base a significant portion of their decisions on the perception they have of a place, which is formed over a protracted period of time and serves as the foundation for word-of-mouth marketing. It is uncommon to talk about how to include travellers' word-of-mouth into tourism research. At the same time, the perception of a travel place has an impact on the entire travel experience as well as posttravel behaviour. This research investigates the impact of tourist destination image on travellers' word-of-mouth communication, and it builds a model of travellers' tourism awareness word-of-mouth communication based on the dual perspectives of cognition and emotion. The study demonstrates that the age of tourists accounted for the biggest proportion—up to 84.3%—among the three parameters influencing word-of-mouth communication among tourists. Second, the highest percentage for tourists' educational attainment is 61.1%; third, the highest percentage for tourists' occupation is 55.4%, demonstrating that age is the primary factor. The kind and strength of visitors' emotional reactions to the environment at their destination are determined by their emotions and the surrounding environment. Integration, which is reflected in tourists' tolerance and proximity to the destination environment, is the cognitive assessment of their perception of the location.