A Study of Tourism Image Perception Behavior Model——A Case Study of the Chongqing Residents and their Perception of Shanghai Tourism Image

Tourism destination image has been considered as a critical concept in examining tourists' perceptions and behaviors.This paper constructs the model of tourism image perception and finds the relationships of familiarity,cognitive image,affective image and tourism intention through structural equation modeling .The major findings are summarized as follows: familiarity is the greatest impact factor of tourism intention,with it have direct and indirect impact through the four paths,the total effect reached 0.591;This is followed by cognitive image and emotional image,the impact effects of tourism intention are respectively 0.546 and 0.378.