The Influence of Tourism Festival Image on Tourists’ Word-of-Mouth Recommendation Intention Based on S-O-R Theory

Abstract

Combined with the “cognition-emotion†theory, this paper divides the tourism festival image into the cognitive image and emotional image of tourism festival. Based on S-O-R, this paper discusses the relationship between the cognitive image of the tourism festival, the emotional image of tourism festival, the perceived value and the WOM recommendation intention. A questionnaire survey was conducted among tourists in Water Release Festival in Dujiangyan. The structural equation model was used for empirical analysis. The results show that: the cognitive image of tourism festival cannot directly affect tourists’ WOM recommendation intention, which needs to be influenced by the emotional image and the perceived value of the tourism festival. The emotional image of tourism festivals not only directly affects the willingness of tourists to recommend, but also indirectly through the perception of value. In addition, perceived value is the key to drive WOM recommendation of tourists.