The Analysis Of Feedback Model For Tourism Destination Image Communication

Since China has come into an image planning era, destination image playsan important role in today`s tourism industry management. Destination image isimportant and has a great influence on tourists`different choosing steps.Travelers will search and comment on the destination’s information beforetravelling, during the travelling and after travelling steps. Due to the great gapsbetween projected Image from destination management groups and receivedimage from tourists, especially in the Internet era, tourism image is experiencinggreat challenges. The destination information is spreading faster, more wide andcontacting more people, especially the wrong and negative effect andinformation. Tourists often receive wrong and outdated news about thedestination. But research on this field is quite insufficient in China, especiallythe website communication from the view of tourists and related groups. It isnecessary and urgent to explore a new communication model to solve theinformation communication problems and improve the tourists’ satisfaction.The paper discusses the projected and the received tourism destinationimages at the same time. First, the projected tourism destination image wascollected by interviewing the managers of the two scenic spots, which wasJiulihu scenic spot and Wuyi Mountain in October,2010; second, the receivedimage was formed by information-searching on the website of Lvmama whichwas distributed by normal travelers after visiting these two sites during October,2009to October,2010. Lvmama website is the largest reviewing site on scenicspots in and has the largest number of users in China.By contrasting the two scenic spots, this paper explores the different imagespreading models for tourism destination which was a single-spreading modelbeyond internet and double-spreading model embedded internet information.Wuyi Mountain, for instance, proved the double-spreading model has moreadvantages. Information is embedded at the point of PDI, RDI and the feedback process from RDI to PDI. Three factors are supporting this advantage, which arethe terms of double spreading characteristic, never-ending cycle and feedbackevaluation, so as to solve the communication problems of the inconsistencybetween the projected image and the received image of the tourism destination.By taking the advantages of the double-spreading model embedded internetinformation, the image can be transferred more vivid and real. Also, the paperdiscusses the shortcomings and weak points of the double-spreading model andpoints out the research contents in the future.