A Study On The Relationship Between Perceived Image And Destination Loyalty Of Recreationists In The Yuelu Mountain Scenic Area

Tourism destination image is one of indicators to measure marketing and management level of tourism destination. City Parks which is a representative of a city's image and an important place for leisure activities to the residents, are always attracting a large number of tourists and local people. There is a certain theoretical and practical significance to study the city park's perceived image of the tourist and the relationship between perceived image and loyalty. This paper used a combination of structured and unstructured ways to measure tourists'perception images of city parks. It is a case from Yuelu Mountain by the means of a questionnaire survey to obtain first-hand data, using structural equation modeling, clustering analysis and ANOVA to study the relationship between perceived image and loyalty of recreationists in Yuelu Mountain, the different types of recreationist who differences in loyalty. It is hoped that this study, in theory, would be able to enrich the field of city parks and tourism image. In practice, it would give scientific advice to management and marketing for the city park managers and related staff.This paper has six chapters. the first chapter is the introduction of this paper, mainly on the research background, research review, research purpose and meaning, technical route, papers frameworks, research methods and so on; The second chapter is the theoretical basis, which mainly introduces involved definition of related concepts, relevant theories and research methods; The third chapter is the study design, mainly described design of the questionnaire in this paper and how variables was to be selected. The associated logical deduction is also showed in this part. And then draw a conceptual model and research hypothesis of this article; Chapter IV is the data analysis section of this article. The main showcase of the papers are Yuelu Mountain as an example of statistical analysis process, consisting of the inspection of conceptual model, the type of recreationist and their evaluation to Yuelu Mountain, different type of loyalty in different recreationists; The fifth chapter is the results and discussion of this paper, which states this article's findings and recommendations; Chapter VI is the study limitations and future prospects, which describes the innovative point and Research limitations of this paper, and future study work in the field city parks.The main conclusions of this paper are as follows:Most People hold positive assessment to Yuelu Mountain's image; Recreationists'perceived image can be divided into five latitude (natural scenery, cultural environment, quality and price, emotional image, entertainment image); There is a significant positive correlation between Recreationists' perceived image and their loyalty; Based on perceived image, Recreationist can be divided into three types:the image of opponents, the image of the authorized person, the image of a neutral; The three categories of recreationist exist significant difference in their loyal to the Yuelu Mountain. The resulting message was:City Park managers should focus on the image shaping to enhance recreationists'loyalty, particularly in the theme and atmosphere of park and recreational environment shaping; Meanwhile the design of tourism activities should be diversify and the tourism commodity prices be rationalize; At the same time, to establish image marketing to enhance people's perceived image of city parks, effective enhancing loyalty to the park, making recreationists consume in the park, to achieve additional revenue to the park in order to the sustainable development of city parks.