A Contrastive Study Of Tourism Market Cognitive Image And Destination Planning

Marketing image of destination and marketing have become important management methods to enhance destinaitons’competitiveness in the increasingly globalised and competitive tourism market. Marketing image of destination is not only one of the direct causes of affecting tourists’choices, but also an important factor of affecting satisfaction, revisit intention and recommendation intention of tourists. Understanding the agreement or matching degree of perceived image and marketing image has an important significance to accurately position and market destination image. However, domestic and foreign scholars rarely researched this problem so far. By using the first-hand data, taking Xi’an and Hangzhou as cases and taking domestic tourists travelling to Xi’an and Hangzhou as objects, the difference between perceived image and marketing image is analyzed. The research contents include three parts. Firstly, perceived image and marketing measures of Xi’an and Hangzhou are analyzed. Secondly, perceived image is studied through three aspects which are stereotypes, unique image and overall image. Thirdly, the matching degree of perceived image and marketing image is analyzed. According to the conclusions, some countermeasures to optimize the tourism destination image are put forward.The main conclusions are as follows:Firstly, Xi’an and Hangzhou are different in tourism image positioning and tourism marketing methods in the following aspects:The goals of Xi’an and Ilangzhou are pushing themselves into international tourism market. However, compared with Xi’an, tourism image positioning of Hangzhou is more specific, which is more able to show the features of Hangzhou. Both Xi’an and Hangzhou give priority to the leading of governments in tourism promotion, but government of Xi’an has less cooperation with enterprises. Government of Hangzhou has more cooperation with enterprises and locals.Secondly, perceived image of Xi’an is an historical and cultural city which takes Terracotta Warriors and horses, Big Wild Goose Pagoda, Bell Tower, City Wall and Pita Bread Soaked in Lamb Soup as characteristic markers. Perceived image of Hangzhou is a leisure city with characteristics of the southern scenic which takes West Lake, West lake Tea, Lingyin Temple, Leifeng Pagoda, Qiantang River and silk as characteristic markers.Thirdly, the consistency degree between perceived image and marketing image of Hangzhou is better than Xi’an’. "An oriental leisure capital" and "a city with a high quality of life" in perceived image of Hangzhou are recognized by the tourism market. However, "A civilized place" in perceived image of Xi’an is recognized by the tourism market. "A natural space" isn’t recognized by the tourism market.The innovations of this article:Firstly, the paper compares and analyzes the perceived image of domestic tourism market of Xi’an and Hangzhou by using first-hand data.Secondly, comparing and analyzing the matching degree of perceived image and marketing image enriches the content of tourism destination image.