The Impact of Destination Image on Tourist Willingness to Revisit the Qingxiu Mountain

Abstract

The researcher aims to examine the impact of the destination image of Qingxiu Mountain on tourists' willingness to revisit. The relationship between the destination image of Qingxiu Mountain and the willingness to revisit is examined. Online questionnaires are sent to tourists who have travelled to Qingxiu mountain and investigate their impression about Qingxiu mountain and willingness to revisit. The sample size of the survey data was calculated by Cochrane formula, and the sample size was 385. The respondents are tourists who have travelled to Qingxiu mountain, Nanning. The research tool is questionnaire. The online questionnaires are collected by using the questionnaire star in the form of single-choice questions and Likert scale questionnaires. The questionnaire is divided into 3 parts, including the demographic factors, destination image and tourists’ willingness to revisit. The statistics used in the data analysis are descriptive statistics including frequency distribution, percentage, mean, standard deviation and inferential statistic for testing hypothesis. The researchers will apply multiple regression analysis models to examine which independent variables have strong or weak relationships with dependent variables. The results show that the majority of tourists coming to Qingxiu mountain are female, age between 19-25 years old, education in bachelor's degree, amounting for 60.26%. In Nanning, there are many universities, and many college students like travelling in winter holiday. Many of the respondents have visited Qingxiu mountain for 1-2 times over the past five years. From the mean of the three dimensions of destination image, we can see the natural landscape (average mean=4.172) is the highest, followed by cultural landscape (average mean=3.961) and services and facilities (average mean=3.874). The regression coefficient value is: Willingness to revisit = 0.797 + 0.183 cultural landscape + 0.229 natural landscape + 0.419 services and facilities, with a model square value of 0.677, meaning that cultural landscape, natural landscape, services and facilities can explain 67.7% of the variation in willingness to revisit. The model passed the F-test (F=266.647, p=0.000). Hypothesis test indicates that the cultural landscape, natural landscape, services and facilities all have a significant positive influence on the intention to revisit. Based on the results of the empirical study, relevant suggestions and countermeasures are proposed for how to enhance tourists' willingness to revisit Qingxiu Mountain and promote the healthy and sustainable development of tourism.