Tourism Practitioners’ Awareness Of Hefei Tourism Image

With the social and economic development, continuous improvement of people’s living standards, China’s tourism industry has experienced rapid development. Booming tourism industry has driven the development of hotels, restaurants, transportation, culture and a series of related industries. For this reason, many cities have regarded the tourism industry as a pillar industry. There are many methods to develop tourism. Among them, shaping city’s tourism image, creating city’s own brand and disseminate it actively is very important.A multi-pronged approach is needed to shape a region’s tourism image:the government, media, residents, tourism practitioners and so on. Tourism practitioners play an important role in the spread of regional tourism image. For many foreign tourists, their first visit to a strange city, their understanding of the city mostly from the frontline practitioners. From a certain extent, the practitioner’s awareness of the impression of a city will impact their introduction of the city, which largely affect whether tourists come here and travel again. In this process, tourism practitioners have played the role of two communicators between tourists and tourism. The tourism practitioners’ perception and recognition of a city’s image will affect their tourist urban tourism image propagation. In view of this, this paper chooses from the perspective of tourism practitioners to explore the practitioner’s awareness of the city’s image. Firstly through interviewing with senior members of the tourism industry, understand some of their cognition on changes of Hefei tourism image, and then in the form of a questionnaire survey, analyze tourism practitioners’Hefei tourism perspective image, the impact of government on the construction of Hefei tourism image to practitioners’ tourists as well as tourists’ cognition of Hefei tourism image. Through questionnaire analysis, find some problems and propose improvement measures to spread Hefei tourism image better.This thesis consists of five parts: First chapter gives the background and significance of the subject project, points out the history and theory of domestic and international trends in research related to this topic, and lists the main purpose, method and innovation of this research.The second chapter defines concepts:tourism image, the cognition of tourism image, tourism practitioners. From semiotics, communication studies and psychology perspective, the author analyzes and explains on the connotation and extension of these concepts.Chapter Ⅲ combing Hefei tourism image changes. With the development of the tourism industry and the development of tourism resources, Hefei tourism image is constantly changing. The author sorts out the development of Hefei tourism image, then interviews some senior members of the tourism sector to explore their cognition of Hefei tourism image changes.Chapter Ⅳ uses the survey questionnaire to measure and analyze the tourism practitioners’ awareness of Hefei tourism image. The author divides travel practitioners from age, education and other aspects. The questionnaire is consisted of tourism practitioners’ Hefei tourism perspective image, the impact of government on the construction of Hefei tourism image to practitioners’tourists and tourists’ cognition of Hefei tourism image. Through above three aspects of analysis, find some problems.The fifth chapter is based on the awareness of the fourth chapter in Hefei city tourism image and make a critical analysis of coping strategies to optimize. This paper also points out its own deficiencies. Through the survey, found that cognitive Hefei tourism official image and practitioners constructed there are some differences. Therefore, the author attempts to give recommendations starting from the angle of government, practitioners, the media.The purpose is hoping to improve the Hefei tourism image and contribute to a better development of Hefei tourism. In the end of this paper, the article points out its own deficiencies.The application value of this paper is to discover the city tourism image construction problems and come up with strategies by exploring practitioners’Hefei tourism image cognitive perspective, aiming to enhance the competitiveness of Hefei tour and promote the development of tourism in Hefei. In addition, through case studies in Hefei, it can provide some ideas on the similar problems existed in the development of Anhui Province tourism.