ABSTRACT: By using structural equation model, 948 tourists in Chenzhou tourism market were empirically studied on cognitive image, emotional image, overall image of tourist destination, tourist satisfaction and willingness to revisit. The results show that tourism cognitive image and tourism emotional image are the key pre-variables of tourists'satisfaction and willingness to revisit. Cognitive image and emotional image can influence tourists' satisfaction and willingness to revisit by influencing the overall image of the tourist destination.<br>Key words: overall image of tourist destination; cognitive image; emotional image; tourist satisfaction; willingness to revisit<br>
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