The relationship of destination image, destination personality and tourists’ future intention: an exploratory study of Beijing

Abstract

In this study, the relationships among destination image, destination personality and tourists’ future intention are discussed. The main aim of the study is to investigate which destination image variable (dimension) would have effect on destination personality and how destination personality influence tourists’ future intention. And further to explore the relationship of destination image and tourists’ future intention.

In the research, destination image is explained by taking into consideration 10 major dimensions. They are: Landscape and Surroundings, Cultural Attraction, Nightlife and Recreation, Shopping, Sports, Accommodation, Gastronomy, Price and Cost, Transportation, Social Interaction and Friendliness.

Data were collected based on a randomized design in Beijing and were analyzed using “Statistical Package for Social Science Programme 13.0” (SPSS13.0). The result shows that the tourists’ future intention is positively related to destination image. From the test that was conducted, it can be concluded that destination image makes a significant contribution in predicting tourists’ future intention.

The study offers implications for destination marketing strategies and future research areas.