异地展览会推广对城市形象与旅游意愿的影响——以活力澳门推广周为例

Previous studies mainly focused on city image after tourist visit and intention to revisit, but neglected the study of city image and tourism intention before tourism. We first developed a concept model about off-site exhibition before tourism to analyze the influence between the city image and travel intention. We chose Vitality Macau Promotion Week hosted in Changsha city as a sample of off-cite exhibition and collected total of 393 valid questionnaires with a non-random survey. The results were that off-site exhibition has a significant positive effect on city image and travel intention respectively. City image has a significant positive effect on travel intention, where off-site exhibition has a significant mediator effect within city image and travel intention. An implication is that off-site exhibition can be one of variables effecting tourist's decision and be used for enhancement of city image and travel intention as a promotion tool for those exhibition originators.