Analyzing the Impact of Fishing Village Tourists' Emotional Image Perception on Tourism Demand

This paper empirically investigates the role of affective image perception on the lodging demand for fishing village tourism. Fishing village tourism has unique characteristics that set it apart from other tourism markets, which are perceived through tourists&quot image perceptions. In this study, the researchers surveyed 1,000 respondents to gather data on their affective image perceptions of fishing village tourism. Twelve perception measurement items were used, forming two sub-constructs of affective image. Factor analysis was employed to understand the underlying structure of affective image perception. The results indicated that affective image perception consists of two sub-constructs: &quotPleasant&quot and &quotEnjoyable.&quot To analyze the impact of affective image perception on lodging demand in fishing village tourism, regression analysis was conducted using the affective image perception factors along with tourists&quot demographic variables. The findings revealed that &quotEnjoyable&quot is a significant factor influencing lodging demand, whereas &quotPleasant&quot was statistically insignificant due to the low quality of life in fishing villages. These results have managerial and policy implications for fishing village policymakers in the context of sustainable development.