GEOGRAPHICAL RESEARCH ›› 2010, Vol. 29 ›› Issue (7): 1335-1344.doi: 10.11821/yj2010070018

• Culture and Tourism • Previous Articles    

A study on the formation mechanism of tourism destination choosing intention based on the customer value theory

LI Hua-min   

  1. Ningbo Institute of Technology, Zhejiang University, Ningbo 315100, Zhejiang, China
  • Received:2010-02-14 Revised:2010-05-20 Online:2010-07-20 Published:2010-07-20


Tourism destination choosing intention is a key field of tourism behavior research and tourism marketing. Although previous studies confirm that tourist value has a significant impact on tourism destination choosing intention, there has been little research on the dating of the formation mechanism of tourism destination choosing intention. This paper builds a conceptual model to incorporate tourist value, tourism destination image, service quality and abstraction of substitute tourism destination. In order to test this model, the scale of every variable is developed, which was confirmed by DELPHI and primary questionnaire. The model is empirically tested by analyzing the survey data using SEM. The result shows that tourist value, service quality and the image of tourism destination have significant influence on tourist behavior intention, and the service quality and image of tourism destination have significant influence on value of tourists. And abstraction of substitute tourism destination has no significant influence on choosing intention of tourism destination due to the promotion of traffic condition, casualness of tourism purpose and suburbanization and long-distance of tourism way, which is significantly different from the result of previous studies.

Key words: tourism destination, choosing intention, customer value theory, formation mechanism