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

In: Proceedings of the 2024 4th International Conference on Enterprise Management and Economic Development (ICEMED 2024)

Author

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  • Minghui Ouyang

    (Lanzhou Institute of Technology)

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.

Suggested Citation

  • Minghui Ouyang, 2024. "Research on Perceived Tourism Image of Gansu Based on Structural Equation Modeling," Advances in Economics, Business and Management Research, in: Hongbing Cheng & Sikandar Ali Qalati & Noor Sharoja Binti Sapiei & Mazni Binti Abdullah (ed.), Proceedings of the 2024 4th International Conference on Enterprise Management and Economic Development (ICEMED 2024), pages 416-423, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-506-5_45
    DOI: 10.2991/978-94-6463-506-5_45
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