The Analysis Of The Tourist Destination Image Perception

The Tourist destination image, as an important influential fact of the tourist activity, is becoming the focus of disscussion in the tourist research. Significant progresses have been made in the research of it at home and abroad, however, the existing literatures in the area still fall short of scientific and diagnostic values approached by quantitative analysis and the likes.The quantitative analysis on the tourist destination image, by which the cognition of different types of tourists on image of a tourist destination can be understood and the most representative of resources can be identified from the many tourism resources, can help the tourism authorities adjust and improve the tourist development strategy in the future.This paper, on the basis of summarizing the tourist image at home and abroad for more than 30 years, firstly intrudeced the related concept of tourist image, formation process and the laws of tourist image perception.Secondly, this paper, according to formation process of tourist image, analyzed the relationship among tourists, information media and tourist image, concluded that the tourist and tourist destination must be a interactive system, emphasized on the research on cognitive laws of the overall image of the tourist destination for travelers and the psychological laws of tourist's activities. Moreover, the elements of tourist destination image, the plan of tourist development and the spacial organizaion & design must take into consideration in construction of tourist destination of unique style.Thirdly,this paper, proposed the corresponding theoretical assumptions and conceptual design, measured and classified the demographic characteristics of tourists, motivation and information accessibility, judged their differences, and examined the experiences of the tourists, proposed some hypotheticals as follows on the basis of the analysis mentioned above, hypothetical 1:The age are not obvious to tourist destination;hypothetical 2:The education are not obvious to tourist destination; hypothetical;3:The higher the quality of the perception of tourists, the more likely the tourists will re-visit the destination in the future; hypothetical 4:The higher the quality of the perception of tourists, the more likely the tourists recommen this destination to others; hypothetical 5:The links between sex of tourists and tourist destination image of the association. And then this thesis analyzed and proved these assumpions mentioned above by using descriptive statistics, factor analysis, Analysis of correlation analysis. At last, a conclusion was provided.