Research on the impact of tourist destination images of countries along the “Belt and Road" on the behavioral intentions of inbound tourists: A case study of Sri Lanka

Abstract

With the advancement of the “Belt and Road Initiative", tourism has become an important industry for friendly exchanges between China and the countries along the "Belt and Road". The image of tourism destination, under the interaction of internal and external factors, exerts a specific impact on the Behavioral intention of inbound tourists. Against this background, taking Sri Lanka as an example, the SPSS and AMOS analysis methods were used to construct a structural equation model, and 252 questionnaires were effectively analyzed to reveal the influencing factors of the tourism destination image on the behavioral intentions of Chinese tourists. Ultimately, six complex relationship models were obtained, generating 22 complex causal combination paths of high-level tourist behavioral intentions. Finally, based on the empirical research, suggestions were made on how to conduct precise marketing and enhance the destination image for the tourism development of the countries along the "Belt and Road" in the Modernization.