TROPICAL GEOGRAPHY ›› 2015, Vol. 35 ›› Issue (6): 943-949.doi: 10.13284/j.cnki.rddl.002783

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Relationship between Destination Image and Destination Perceived Attractiveness: A Case Study of Xiamen Based on Logistic Regression Model

GUO Anxi1,SUN Xuefei1,WANG Chunyang2   

  1. (1.School of Hospitality Management,Shanghai Business Institute,Shanghai 201400,China;2.School of Economics and Management, Wuyi University,Jiangmen 529020,China)
  • Online:2015-11-05 Published:2015-11-05

Abstract:

Understanding destination perceived attractiveness and their influencing factors has important implications for enhancing attractiveness of tourist destination and market competitiveness. In order to identify the relationship between dimensions of destination image and destination perceived attractiveness, taking Xiamen City as an example, this study empirically examines the effects of 4 cognitive image factors, effective image, and overall image on destination perceived attractiveness by logistic regression model using data obtained from a visitor questionnaire survey with 563 valid questionnaires. The results show that: Firstly, destination brand, nature and culture have significant positive effects on destination perceived attractiveness, while entertainment and reception environment do not have. Secondly, both effective image and overall image have significant positive effects on destination perceived attractiveness. Thirdly, effective image has much stronger effects on destination perceived attractiveness than cognitive image. The study results would help to provide guidance for enhancing attractiveness of tourist destination from the angle of destination image.

Key words: cognitive image, effective image, overall image, destination perceived attractiveness, Logistic Regression Model