The Influence of Price Promotion on Destination Image and Purchase Intentions after a Disaster Event: A Case Study of Wenchuan Earthquake

摘要

This study is an exploratory research. It takes price promotion measures of Wenchuan earthquake as the research object to examine the influence of price promotion on destination image and purchase intentions after a disaster event. The date was collected through a sample survey from residents of Chongqing, the closest city to Sichuan, and analyzed by structural equation model. The results indicated ticket promotion has no positive effect on purchase intentions, but it has a positive effect on destination image. Ticket promotion is one of the commonly used post-disaster restoration measures in tourism, and this study implies that ticket promotion can contribute to good destination image, though it can not increase the expected tourists' number in short time.