Research on Perceived Tourism Image of Gansu Based on Structural Equation Modeling

DOI

10.2991/978-94-6463-506-5_45How to use a DOI?

Keywords

Tourism image; Tourist perception; Structural equation model

Abstract

Taking tourism as the vital focus for promoting high-quality development, Gansu Province, China, has been complying with the trend of diversified upgrade of tourism consumption and has made incredible breakthroughs in the development of its tourism industry. In an attempt to dig further into the tourism potential of Gansu, this research builds a structural equation model involving 7 latent variables (e.g., tourists’ perceptions of tourism resources, tourism services, the quality of local residents, and urban characteristics) and 24 variables (e.g., natural landscape, humanistic landscape, and history and culture). Based on the path coefficients, it can be concluded that: (1) tourists’ perception of tourism resources is the most important factor influencing Gansu’s tourism image; (2) the quality of local residents has a positive effect on Gansu’s tourism image, among others. The research is expected to provide decision references for Gansu’s tourism administration to improve the province’s tourism image and promote high-quality development of its tourism industry in the era of we-media.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Minghui Ouyang
PY  - 2024
DA  - 2024/09/02
TI  - Research on Perceived Tourism Image of Gansu Based on Structural Equation Modeling
BT  - Proceedings of the 2024 4th International Conference on Enterprise Management and Economic Development (ICEMED 2024)
PB  - Atlantis Press
SP  - 416
EP  - 423
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-506-5_45
DO  - 10.2991/978-94-6463-506-5_45
ID  - Ouyang2024
ER  -