An Apperceiving Model Of Tourism Image And It's Application

As the development of the Information Age and tourismindustry, tourism image not only has an important influence ondestination competition power, but also has the key effect on thesustainable development of destination, so it has been the hotspot oftheory study. Especially, the study on apperceiving measurement andbehavior model of tourism image has turned into one of pop topic,which is related to the aim and the meaning of study—we hope itcould be turned the induced factor to attract tourists' coming. Indespite of being focused and stressed, the study on the apperceivingmeasurement and behavior model of tourism image are stillcorrespondingly weak. Therefore, this thesis grasps the weak node toexplore the basic theory model, as well as tests the internalrelationship of variable in model, thereinto introduces themultivariate statistics techniques, such as Correlation Analysis,Factor Analysis, ANOVA, Liner Regression, and Path Analysis.Subsequently, a case study is given on Resident of Long-river Deltato Tourism image of South Korea. The above contents elicit marketing and management suggestions.This thesis consists of five chapters:In chapter one and two, an effort is made to find the cut-in pointaccording to the present research backgrounds and the previouscorrelative studies.In chapter three, the conceptual model is established and thestudy hypothesis is presented.Chapter four is the demonstration analysis on case of Tourismimage of South Korea in Long-fiver Delta. Based on interviewstudying and succedent scales compiling using Structured andUnstructured Methodology, we gain the information and data, thenapply SPSS11.0 software to deal with and test the primary modeland hypothesis. In succession, it gives marketing managementsuggestions in terms of model and conclusion.At last, it sums up the whole thesis and points out the deficiency,and it indicate the further studying directions.It makes the following conclusions:1. Cognitive image and affective image compose tourism image.The mean value of affective image of South Korea is the highest intourists' mind. And cognitive image of South Korea can bedisassembled four dimensions: leisure/history culture, naturalresource, facility setting and price/social environment. Meanwhile, the mean evaluations on leisure/history culture and natural resourceare better than the other two, while price/social environment is thelowest.2. Stimulation factors and personal factors both are the causevariables of tourism image. The former include Primary andSecondary Information Source, while the latter involve travelmotivation and Socio-demographic characteristics. Concretelyspeaking, there exists cause and effect correlation between primaryinformation sources (previous experience, intensity of visit), theorganic information in secondary information source, occupation,income, motivation and tourism image through cognitive image andaffective image.3. The travel motivation of tourists who want to go South Koreanmight be reduced to three styles: knowledge/shopping, sociality,relaxing and going-away.