| Ecology and Economics |
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| Study on Behavior Intentions of Desert Tourism Based on Survey of Perceptive Images |
| WANG Xin, WU Jin-feng, GUO Feng, LI Lei |
| College of Tourism and Environment, Shaanxi Normal University, Xian 710062, China |
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Abstract Desert tourism has developed very well in recent years in China. A questionnaire to desert spots perceptive images and desert tourism behavior intentions of domestic residents was conducted. Results show that desert tourism has broad market prospect, and the general public are longing for desert tourism and are willing to pay a high travel cost and spend a long travel time; but their perceptive images on desert tourism are fragmented, and their cognition on desert tourism spots which have been developed is low. This study also shows that inadequate marketing and poor transport accessibility are the main factors hindering the development of desert tourism. Three suggestions are proposed to promote desert tourisms rapid development, which are (1) enriching the tourism products system and focusing on the development of desert sightseeing, (2) shaping a distinctive desert tourism image and enhancing marketing efforts, and (3) improving transport accessibility and completing tourism facilities of desert tourism destinations.
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Received: 04 May 2011
Published: 20 July 2011
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2012, Vol. 32 
