Research on Perceived Tourism Image of Gansu Based on Structural Equation Modeling

Minghui Ouyang ()
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Minghui Ouyang: Lanzhou Institute of Technology

A chapter in Proceedings of the 2024 4th International Conference on Enterprise Management and Economic Development (ICEMED 2024), 2024, pp 416-423 from Springer

Abstract: Abstract Taking tourism as the vital focus for promoting high-quality development, Gansu Province, China, has been complying with the trend of diversified upgrade of tourism consumption and has made incredible breakthroughs in the development of its tourism industry. In an attempt to dig further into the tourism potential of Gansu, this research builds a structural equation model involving 7 latent variables (e.g., tourists’ perceptions of tourism resources, tourism services, the quality of local residents, and urban characteristics) and 24 variables (e.g., natural landscape, humanistic landscape, and history and culture). Based on the path coefficients, it can be concluded that: (1) tourists’ perception of tourism resources is the most important factor influencing Gansu’s tourism image; (2) the quality of local residents has a positive effect on Gansu’s tourism image, among others. The research is expected to provide decision references for Gansu’s tourism administration to improve the province’s tourism image and promote high-quality development of its tourism industry in the era of we-media.

Keywords: Tourism image; Tourist perception; Structural equation model (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-506-5_45

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DOI: 10.2991/978-94-6463-506-5_45

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