How Does Destination Image Affect Tourist Satisfaction and Revisit Intention? A Case Study of Panjin Red Beach Scenic Area

This study examines the relationship between destination image, tourist satisfaction and revisit intention in the Panjin Red Beach Scenic Area. The research used a questionnaire survey and convenience sampling to gather data from tourists. Results show that the area attracts a more educated demographic, with natural scenery and infrastructure receiving positive evaluations. Accommodation prices and parking lot capacity were rated low, and tourist shopping and management services received even poor ratings. However, the quality of entertainment activities in the area was rated high. The study confirms destination image significantly impacting both satisfaction and revisit intention. Tourists with higher satisfaction were more likely to revisit, suggesting that enhancing the overall tourism experience is crucial. The study recommends improving the tourist experience by innovating, diversifying offerings, optimizing service quality, improving infrastructure, managing peak times and holidays effectively, strengthening tourist feedback mechanisms and introducing smart technologies. These recommendations will serve as a reference for other tourist destinations and promote sustainable tourism development. Moreover, the development of the local tourism economy can also promote the progress of transition economics and finance.