A Study Of The Effect Of Real Scene Playing On The Image Of Tourist Destinations

The image of tourist destination is a topic under the spotlight. Having a good image is an important basis for tourist destination to attract tourist. It also helps to enhance the competitiveness of tourist destination. At present, our country pays more and more attention to the development of cultural tourism. Real scene playing is a typical model in cultural tourism, which has been the card of tourist destination's culture. It has an important effect on the image of tourist destination. What effects do it to the tourist destination, and what degree does it affect. The author uses the structure equation model to study those questions definitely in the research.This research establishes two quantification sheets on the basis of literature reading, spot interview and other methods. One is real scene playing quantification sheet, it includes four aspects, show content, stage background, stage affect and performance service. The other is the tourist destination image quantification sheet, including four aspects, emotional image, cultural image, natural image and the service image, and also create a model that the real scene playing affect the image of tourist destination. The author also put forward eight hypotheses that the real scene playing does in tourist destination. It includes show content to cultural image, show content to emotional image, stage background to natural image, stage background to emotional image, stage background to cultural image, performance service to service image, performance service to emotional image, stage effect to emotional image. They are all supposed show good influences. Through the questionnaire study to get the first hand data, and using descriptive statistics Reliability analysis and factor analysis, structure equation model data analysis, and regression analysis to analysis those data. It shows the influence degree that real scene play to the whole tourist destination image.The study result shows that the eight hypotheses are right. They all shows positive effect. The show content plays the biggest effect on tourist destination image. then the stage effect,the stage background, the performance service.Based on the result, the research gets four enlightenments: deeply excavating Regional characteristics performance to improve the cultural connotation of tourist destination; Making full use of landscape stage background to shaping tourist destination's essence, energy, and spirit; enforcing performance service quality to build a good service image; carefully building the stage effect to improve tourist destination's emotional image. The study result and enlightenments only offer the reference for improve of the real scene playing tourist destination.