Why does the image of tourist destination have an important influence?

the product quality, service level and other information of tourist destination will have a great impact on tourism decision-making, which directly determines the final determination of tourist destination.

According to the research of Qiu Fudong and Wang Jing, generally speaking, pre-purchase information collection includes internal information and external information, and external information usually comes from four information sources, namely personal information, neutral information, advertising information and personal experience information.

Word-of-mouth information is the personal experience of relatives, friends, classmates, colleagues and other acquaintances of tourists, which not only contains objective descriptions, but also is instructive, and its remarks will exert great influence on tourists' tourism decisions; Neutral information refers to information that is disseminated through neutral institutions such as newspapers, books, movies and television, and is not provided by tourism organizations or enterprises.

because of its strong objectivity and authority, neutral information plays an important role in tourists' decision-making. Advertising information refers to the recommendation information from the tourism government or enterprises. Although this information has obvious advertising nature, it will also have a great impact on tourists' travel decisions because of its large amount of information and wide influence.

besides collecting and weighing information, the destination image also has an important influence on the choice behavior. Crompton put forward the concept of destination group, and tourists choose the objects that are included in the destination group, instead of considering them aimlessly.