Author(s)

Kai Yang, Shuxin Liu

Corresponding Author

Shuxin Liu

Abstract

The widespread distribution of hazy weather is a global environmental problem. Previously, the hazy weather situation in Beijing was also once very serious. The research of this paper found that after years of efforts, the perception of national hazy weather image and the perception of urban hazy weather image are no longer minus points in the formation of Beijing inbound tourism intention, and have played a positive and active role in promoting it. Cognitive perception and emotional perception are both effective paths for the national haze weather image to play a role in the formation of Beijing's inbound tourism intention. Cognitive perception is the only effective path for the city's hazy weather image to contribute to the formation of Beijing's inbound tourism intention. Based on this, this paper puts forward the corresponding countermeasures, hoping to effectively use the role of national haze weather image and urban haze weather image in influencing the formation of Beijing's inbound tourism willingness, and to further enhance the effect of Beijing's inbound tourism marketing and promotion.

Keywords

hazy weather, inbound tourism willingness, role path, countermeasures