An Analysis Of The Tourism Image Of "Housewives In Shandong"

With the rapid development of tourism, more and more people are aware that the tourism destination image has been taking an important part in developing tourism industry. It may influence tourism planning, tourism products, and even decide the direction of the tourism marketing. Tourism destination image, which is accurate positioning and distinctive factor, may prompt visibility and reputation of tourism, what is more, it also might strengthen the tourism competitiveness.As far as the slogan “Friendly Shandong” goes, Shandong is a major tourism province,where there are abundant of tourism resources, such as the beautiful natural attractions—Spouting Spring, Weishan Lake, Laoshan Mountain, the famous cultural attractions—Qufu Ming Old City Sankong tourist area, Mount Tai, and so on. What’s more, as its three main tourist routes(“Landscape Saints”, “Gold Coast” and “Xiaoyao tour”) presented,Shandong not only has potential space, but also has formed his own unique superiority of resources.Based on Shandong’s tourism destination image, on the one hand, in order to study the tourists perceived image about Shandong, this paper goes through investigation and questionnaire for Shandong to collect the relevant data and information--tourists’ perceived information, lists about 23 factors for Shandong tourism destination image, and use Likert Scale to measure, then resort to a method of the Importance-Performance Analysis(IPA), having been widely used abroad, to study the differences between the tourists’ expects and their real cognition.What’s more, regard the age of 25-44 people as the main research object and according to different tourism market, we obtain the following conclusions: firstly, tourists are very fond of Shandong tourism, we should keep up the beautiful natural scenery, unique food, residents’ friendly attitude, stable social environment and comfortable accommodation; secondly, there is some tourists’ dissatisfaction which we shouldn’t ignore, for example, the insufficient ability of service, shoddy infrastructure and lagging information communication, so it’s high time to take active measures to correct the shortcomings, such as “enhancing the service level and creating distinctive tourism products”, “optimizing tourism environment and improving transport infrastructure” and so on.