Xi'an International Tourism Perceived Image Of The Survey And Marketing Strategy

Tourism image will influence a tourist in the process of choosing a destination.Carrying out a investigate about Xi'an international tourism perceived image facing to the inbound tourism market plays a significant role in enhancing the inbound tourism competitiveness and speeding up the construction of an international metropolis. The inbound tourism market structure of Xi'an shows a clear "reversed pareto principle", this means that more than 80 percents of inbound tourists of Xi'an are from other countries.Therefore, this paper studies the Xi'an international tourism perceived image of inbound foreign tourists by using the relevant data from market sampling.This paper uses statistical software statistics Xi'an international tourism market's demographic characteristics, the way to get travel information, Xi'an tourism image recognition of survey sample. Using correlation analysis, variance analysis, analyzes factors which affect Xi'an international tourism perceived image. Compared the perception difference of the Xi'an tourism image in different demographic characteristics and travel motivation visitors. Discussed the influence of tourism image satisfaction on tourists'post-purchase behavior. Proposed marketing strategies to promote healthy and rapid development of Xi'an inbound tourism. In order to provide references for Xi'an government in tourism image marketing,guide Xi'an inbound tourism to reach the international metropolis level as quickly as possible.The conclusion:(1)The cognitive image of Xi'an tourism are composed by seven items,they listed from the best to the worst according to the evaluation of tourists as follows:the image of human resources and tourism facilities,the image of tourism value,the image of tourism activities and services,the image of natural tourism resources,the image of convenience level,the image of urban environment and modernization image.(2)The order of Inbound foreign tourists in Xi'an Tourism affective image evaluation scores were:safe, crowded, relaxed atmosphere, quiet.(3) Demographic characteristics and travel motivations are main factors which affect Xi'an tourism perceived image. Demographic characteristics affect international affective image and overall tourism image,tourism motivations affect international cognitive image,affective image and overall percieved image.(4) People who have different demographic characteristics and tourist motivation have different perception about Xi'an tourism image.The young men,whose age are from 15 to 24,have the worst valuation about Xi'an tourism affective image and overall perceived image. Children under 14 and aged over 65 tourists have a good evaluation. For Xi'an cognitive tourism image, the tourists for "seeking knowledge" have the best evaluation.the tourists for "seeking novelty" have the better evaluation,and the tourists for "social contact", "relaxation" have a bad evaluation.For Xi'an tourism perceived image, Euramerican tourists have a good evaluation,but the tourists from South Korea and Japan have a bad evaluation.(5)The satisfaction of xi'an tourism image of international visitors influences tourists' behavioural intentions. The consequence is that it is positive correlation between tourism image satisfaction with tourist satisfaction, revisit intention and recommendation intention of Xi'an.(6) Four marketing strategies are proposed:improving bad image, segmenting the market, strengthening propaganda, attention the event marketing.The innovations:first, the author analyzes the factors which affect Xi'an international tourism perceived image and the evaluation of Xi'an tourism image with the first-hand data.Second,proposed four marketing strategies to fill the academic reaserch blank of Xi'an international tourism image.