An overall image scale for less-developed red tourism province basing on the tourism and boarding resources of it was con-structed and a two-order factor model analysis was manipulated to test the reliability and validity of the scale basing on data from Jiangxi province. The structural equation model was used to examine the effect of overall image on visitor satisfaction. The results showed that:(1) the dimension of Economic Climate didn’t enter into the measurement model of overall image; (2) provincial destination overall image had significant positive influence on tourist satisfaction;(3) the two-order factor of overall image was composed of four one-order factors: food&entertainment experience, emotional image, tourism facilities, tourism attraction as their influence on overall image decrease in turn. The study provides specific and in detail suggestions for provincial tourism management department to improve visitor satisfaction.%针对欠发达省域红色旅游具体资源情况构建省域目的地整体形象量表，基于江西省调查数据创新性地采用二阶因子模型方法检验量表的信度效度；采用结构方程模型考察目的地整体形象对游客满意度的影响。结果显示：“经济氛围”维度未能进入目的地整体形象测量模型；目的地整体形象对满意度具有显著正向影响；省域目的地整体形象二阶因子由食娱购体验、情感形象、旅游设施、旅游吸引物4个一阶因子构成，它们对省域目的地整体形象的影响作用依次降低，情感因素具有较大影响力。该研究为省域旅游管理部门提高游客满意度提供具体和有针对性的建议。
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