A Study On Orientation Of Tourism Image In Zhengzhou City

With the development of the world economy, the global tourism has entered a period of prosperity. The development of Chinese tourism focuses on resource-oriented at the very start, then playing the guiding role that the market has entered a market-oriented era, after the beginning to emphasize the importance of the product, enter the product-oriented era, and now entered the era of image-oriented. People began to focus on image building, think it can bring the benefits of multi-faceted. If you want to recognize clearly and concisely the tourism products, tourism resources, developing direction of the sightseeing place, it is necessary to build a unique tourism image complying with local, which is to implove the competitiveness of tourism is extremely important.Based on this background, this paper selected Zhengzhou City as study object, combaination of interdisciplinary research (such as tourism geography, tourism science, cognitive geography, and so on), through fieldwork, questionnaire research to get related data for study, and based on the statistics data of Zhengzhou Municipal Bureau, the combination of qualitative and quantitative methods to the study of Zhengzhou as the subject. Analyzed the geographical context of Zhengzhou City before doing market research. This text is priority for tourism image positioning. The aim is to understand fully the local history and culture in order to grasp accurately the uniqueness of this place. After this analysis there is a "audience" research, which is the top priority of this study. Firstly is analysis on the domestic tourist behavior characteristics,in addition to some analysis about the behavioral characteristics of tourist, but also includes organic perceived image, field perceived image, integral image ect of Zhengzhou City, obtained finally the main factors of the list of eighteen factors which affect tourism image of Zhengzhou City by factor analysis.The results indicate:the organic perceived image and field perceived image which the tourists have gone to Zhengzhou City is different. And their expectations before they come to Zhengzhou are high, but the actual feelings after the play has decreased. The results of this survey in impact-factors of tourism image suggest that dining facilities, lodging facilities, folk custom ect, while not the most prominent factor, but the single contribution ratio of these factors is high, can not ignore, need to improve. The results of this survey in the popularity and reputation of some principal tourists scenic (spots) of Zhengzhou City suggest that Shaolin Temple, Scenic Spots and Historic Sites of Huanghe also have high popularity and reputation, but ZCR although have high popularity, fewer people praise. And others are recognized by people, but few people know them. Based on the above study, The tourism image of Zhengzhou City will be positioned "source of civilization", "source of kung fu", "charming capital". Then propesed tourism image slogan:"dynamic commercial city, inequable kung fu".