Urban tourism image and tourists behavior intention relations based on SEM——A case of Xi'an

Most scholars studied the relationship between tourism image and tourists behavior by taking tourism image as whole,but few was done on the deep research. In this research,from the domestic tourists perception perspective,based on the market survey data,and by using of SPSS,AMOS and other software,five dimensions of Xi'an urban tourism imagewere extracted. Then the structure model of urban tourism image and tourists' behavioral intention were constructed by using the structural equation model of Xi'an. This research gains conclusions as follows: The composition factors of urban tourism image have a significant positive impact on the behavior intention of tourists. In its five image dimensions,the tourism image of core attractions on tourists' behavior intention has the biggest impact,the effect of tourism image of science and technology on tourists' behavioral intention is minimal.