Destination image, which have been demonstrated to have positive impact on tourist’ visit intention, can be divided into three stages according to its formation process. While in previous studies, the effects of different image stage on tourist’s visit intention has been ignored. Thus this thesis focused on the comparison of the effects of organic and complex image on tourist’s visit intention by selecting the Li-shang scenic area. 353 valid questionnaires were obtained for empirical test. The results from t-test indicates that the differences between organic and complex image of Li-shang scenic exits, and in which six items in complex image has higher mean score than that of organic image. Further more, the visit intention of ever-visit tourist sample has higher mean score than those of non-visit tourist sample, while in the non-visit tourist sample, for most of the relationship coefficients between image and visit intention are higher than that of ever-visit tourist sample.
