Influence Study of Tourism Image on the Willingness of Tourists’ Choice in Ethnic Villages on the Base of SEM: Taking Guizhou Zhaoxing as an Example

Tourism has made the national village tourism, which highlights the unique national culture, attracte much attention, it has become a characteristic tourism form, and tourism image of ethnic villages is the main basis for tourists to choose their wishes. Taking Zhaoxing tourists as the research object, this paper uses factor analysis and structural equation model to explore the path relationship between tourist image and tourists’ choice intention in ethnic village. The results show that: Zhaoxing tourism image does not direct positive effect for willingness of tourists’ choice, but mediator variable about perceived value and satisfaction has a direct and positive impact on the willingness of tourists’ choice. Ethnic villages should enhance tourists’ tourism perception and degree of satisfaction in order to enhance the willingness of tourists’ choice.