A Study Of Measureing And Promoting Mechanism On Convention Tourism Destination Image

Convention tourism is one of the comprehensive tourism services forms because of its great influence, higher purchasing power and longer stay. It has been vividly described as "urban economy boost motor. "City image plays a very important role in the development process of convention tourism. Because tourist product can not be perceived in advance, while image has a good recognition, information transmission, and features function, so it attracts a large number of tourists. City should establish a unique and clear image for the convention tourist destination. However, to create a positive image of tourist destinations is on the premise that the destination image must first be measured. Therefore, this article limits the scope of in examining the destination image measurement. By comparing Chinese and Western research results, the thesis builds the concept of convention tourism destination image and point of destination image measurement method. On this basis a promotion mechanism is conducted in-depth study. This paper is looking forward to combing through articles and deepening study on convention tourism image. At the same time it will do a practical favor to future convention tourism image's building and marketing.There are four parts in this paper. First it focuses on the measure content in this research which is the foundation in this paper. Through the definition on concept of convention tourism destination image, the thesis establishes perceived image and projected image on conference tourism destination while it focuses on the perceived image. This paper makes an analysis on the component of perceive image which concludes two aspects:cognitive attributes as well as affective attributes. The second part is to determine the method which can be used in this paper. According to the pervious studies in foreign and domestic research, structured method and non-structured method are frequently used. The third part is study how to raising the image. The author thinks that there are three parts in the element system which are interrelate to each other. The author puts forward a mechanism to enhance the image of the destination. Finally it analyzes the spread of tourism destination image from the spreading elements. And it makes Hangzhou a empirical analysis by using structured method and unstructured method. After that the author gives some recommendations on how to enhance the image of the destination image promotion and market.The analysis of Hangzhou reaches a conclusion that Hangzhou presents a positive image, which the mountain scenery and recreational atmosphere is the best characters, and the west lake is the first image carrier. Hangzhou should establish a convention tourism promotion agency which government takes a dominant role.Through the launch of advertisement and other means to shape the Hangzhou International convention tourism destination image.The thesis applies a lot of method including:theoretical and empirical method, quantitative and qualitative analysis method. From a theoretical point of view it is an expansion of the domestic tourism research content on convention tourism destination image, also it reduce the gaps between domestic and international research level. From a practical point of view through the measurement study of Hangzhou, it finds the actual image of Hangzhou convention tourism destination image which will help it to build an international image. It provides some useful lessons to other cities as well.The basic features and innovative efforts are integrating domestic and foreign research results, using multi-disciplinary theoretical tool, especially the cutting-edge theoretical results in psychology, marketing communication science and other areas of research. The paper studies on the meaning and essence of the destination image in multi-level, summarizes the convention tourism destination image of the refined system model. At the same time the thesis emphasis data analysis techniques and depth of processing, and it uses SPSS software to process a large number of descriptive statistical and factor analysis, which enhanced the scientific of result and accuracy of data, so that a tourist destination image of the measurement is more objective.