Analysis Of Fujian Tulou Image In The Context Of Heritage Tourism: Fujian Tulou Tourism Image Assessment

Tourism image study is the hotspot in tourism research, and destination image assessment is the significant issue in tourism image study. Currently, domestic reseachers also turn their attention to the image measurement. So far, the methodology of tourism image assessment is fairly rich, and future research should focus on constructing theoretical framework for the different types of destination, and choosing appropriate methods. This paper makes a try to measure the tourism image of heritage site.Base on the analysis of fundamental theory of heritage tourism study and destination image research, this paper claims that the image of heritage site is the result of picking and choosing of the multi-subject, and there exists interactive relationship among the subjects. After reviewing the case study of destination image, and summing up the used methods, the author chooses the methods suited this study. That is, the survey research method is employed, and simplified quantitative analysis is yielded, and using content analysis method provides a technique to analysize the interview record and website information. This research chooses Fujian Tulou as a case study of heritage destination and the multi-subject including the locals, tourists, tourism companies, government and scholars. This study employes different methods to the different subjects by using multi-line-evident,using more than two methods to one subject, in order to get a richer and more complete image of heritage destination. The findings shows that, 1) the significant image of Fujian Tulou is the earth building, countrysite environment and the hospitality of locals;2)there exists negative image of Tulou, such as poor sanitation, thick business atmosphere, and weak site management;3)there exists viscious competition among different region of Fujian Tulou. Base on the theoretical and case study, this paper asserts that the study of scholars is the base of heritage tourism image and is the material of the heritage destination image projected by government and tourism companies. There exists interactive relationship between government and locals, locals and tourists, which makes one understand oneself from others, accordingly influence one's action in the tourism field.