Influence of First-Time Visitors’ Perceptions of Destination Image on Perceived Value and Destination Loyalty: A Case Study of Grand Canal Forest Park, Beijing

Author:

Lu Lu12,Jiao Min1,Weng Lisheng12ORCID

Affiliation:

1. College of Humanities & Social Development, Nanjing Agricultural University, Nanjing 210095, China

2. China Resources & Environment and Development Academy, Nanjing Agricultural University, Nanjing 210095, China

Abstract

During the COVID-19 pandemic, urban forest parks are becoming increasingly significant for recreation and relaxation, not just for urban residents but also for tourists. This study empirically examined the structural relationships among first-time visitors’ perceptions of destination image, perceived value and destination loyalty through structural equation modeling. Additionally, the mediating influence of perceived value and the moderating effect of gender were investigated as well. The Grand Canal Forest Park in Beijing was selected as the case study. In total, 486 questionnaires that were considered to be legitimate were gathered and afterwards analyzed. The results revealed that first-time visitors’ perceptions of destination image can positively and significantly affect their perceived value and destination loyalty. In addition, perceived value partially mediates the relationship between first-time visitors’ perceptions of destination image and destination loyalty. Moreover, the findings of the examination of the moderating effects showed that gender has substantial moderating effects on the relationships described above. The theoretical and practical implications, limitations and future research of the current study are also discussed.

Funder

National Social Science Fund of China

Key Projects of Philosophy and Social Sciences Research of the Ministry of Education

Jiangsu University’s Philosophy and Social Science Fund Project

2020 Central University Basic Scientific Research Business Fee Humanities and Social Sciences Fund under Grant

Jiangsu Province Education Science’s “Thirteenth Five-Year Plan” Project

Publisher

MDPI AG

Subject

Forestry

同舟云学术

1.学者识别学者识别

2.学术分析学术分析

3.人才评估人才评估

"同舟云学术"是以全球学者为主线,采集、加工和组织学术论文而形成的新型学术文献查询和分析系统,可以对全球学者进行文献检索和人才价值评估。用户可以通过关注某些学科领域的顶尖人物而持续追踪该领域的学科进展和研究前沿。经过近期的数据扩容,当前同舟云学术共收录了国内外主流学术期刊6万余种,收集的期刊论文及会议论文总量共计约1.5亿篇,并以每天添加12000余篇中外论文的速度递增。我们也可以为用户提供个性化、定制化的学者数据。欢迎来电咨询!咨询电话:010-8811{复制后删除}0370

www.globalauthorid.com

TOP

Copyright © 2019-2024 北京同舟云网络信息技术有限公司
京公网安备11010802033243号  京ICP备18003416号-3