Impact of Sports Tourism Destination Image to Travel Intention of Sports Tourism Destinations, Mediation as Perceived Value

Abstract

This paper aims to explore the relationship between the independent variable sports tourism destination image and the dependent variable tourism intention with perceived value as the intermediate variable. The study selects Shanxi Province as the sports tourism destination, Taiyuan citizens as the survey object, randomly distributes 400 questionnaires, and recovers 335 valid questionnaires, which meet the research requirements through reliability and validity tests. This research adopts the way of questionnaire survey to conduct quantitative research. The main content of the analysis is item correlation analysis, regression analysis and structural equation model analysis. From the analysis results, the image of sports tourism destination has a significant positive impact on tourism intention, the perceived value has a significant positive impact on tourism intention, and the image of sports tourism destination has a significant positive impact on perceived value. Therefore, it is recommended to be oriented by market demand, build a multi-level leisure and entertainment product system, and enhance product connotation through national traditions and historical culture, thereby enhancing competitiveness. First of all, build a multi-level sports product system suitable for different tourists' consumption, encourage the creative development of tourism sports, improve the quality of tourism sports, and encourage tourists to produce positive behaviors. Secondly, through the construction of a multi-level leisure sports tourism product system to meet the needs of tourism consumers of different consumption levels, so as to be market-oriented and accelerate the upgrading of leisure sports tourism products through creative development. Finally, through the protection and excavation of national traditions and historical and cultural resources, highlight the combination of national traditions and sports products in sports tourism destinations, so that sports tourism products have positive cultural value.