The Word of Mouth of the Park under the New Quality Productivity: An Empirical Study of Quanhu Park at Guiyang City, China

Abstract

In the era of new quality productivity, innovative thinking and methods are needed to produce high-quality results. The tourism development of Guizhou presents a homogenization phenomenon, and it is urgent to introduce the concept of new quality productivity. The purpose of this paper is to explore the status of destination image, destination awareness, visitor satisfaction and words of mouth perceived by tour. In this study, Quanhu Park in Guiyang City was adopted as the research base, and 210 valid sample were obtained through questionnaire survey. It is found that the destination image perceived by tourists can be subdivided into two categories: cultural and entertainment image, and leisure and service image. Secondly, the relationship between the variables showed significant positive correlation; Tourist perception of destination image, destination awareness and visitor satisfaction can effectively predict word-of-mouth and are important antecedents of word-of-mouth. Therefore, the study suggests that destination managers should pay more attentions to the image of cultural and entertainment and optimize the image of leisure and services in the era of new quality productivity.