Asian Journal of Education and Social Studies

The image of a scenic area plays a significant role in shaping tourists' attitudes and behaviors towards it. And it is also an important determining factor for the service positioning of the scenic area. Therefore, it is highly valued by many scenic area managers and is also regarded as one of the bases for the positioning of the scenic area. However, existing studies have rarely explored the marketing positioning of scenic spots from the perspectives of different ethnic groups. The purpose of this article is, 1) to attempt to answer whether there are significant differences in the views of respondents from different ethnic groups on the research variables; 2) to examine differences in predicting tourists' satisfaction and behavioral intentions; 3) Finally, to offer suggestions to managers. This study obtained 332 valid questionnaires through a questionnaire survey and clarified the research questions by using independent sample t-tests, analysis of variance, and regression analysis. The analysis results show that there are significant differences in the views of respondents from ethnic groups on the research variables, and the behavioral intention path predictions of the two groups of samples are also different. Finally, it is suggested that scenic spots make good use of their image positioning and divide the target customer groups into ethnic minorities and the Han majority, and propose different marketing activity plans.